We're really excited to be marking the 10 year anniversary of helping investors with factors.
Our vision is that we can help all investors experience financial success with products just like the ones you see listed behind me right now. And it's our mission to use moments just like this, this 10 year celebration to grow awareness and help more and more investors experience that same degree of financial success.
For years and years, people have used factors as a strategic allocation to really dial in a portfolio for what's appropriate for their investment objective or their client's investment objective. If they have a client who wants to pursue greater expected returns, they know that they can use factors to gain that exposure. If they want to manage risk, they can use factors in order to manage the overall level of expected risk in a portfolio.
But we also see advisor using factors tactically. and that can be linked to market driven moments or moments in the particular in a particular market. Most recently, we've seen a lot of interest in products like like qual, where investors have a preference for companies that have higher quality levels of earnings. Or if there's an event coming up where
there's some degree of uncertainty of the outcome, we've seen investors take positions in our minimum volatility suite in order to manage the overall level of risk in the portfolio without necessarily leaving an asset class.
Regardless of the use case, be it strategic or tactical. We do. We, we, we believe that fact that investors prefer factors due to their systematic nature, their transparency and their cost effectiveness.