Fidelity customers will now have commission-free access to 25 iSharesETFs , but investors shouldn't run for the exits of the firm's existing index mutual funds.
iShares managing director Sue Thompson describes how the appeal of transparency, tax-efficiency, and ETF risk-control option strategies have led to widespread adoption.
Even small investors should call product providers and ask for help finding liquidity before diving into a thinly traded ETF, says iShares' Leland Clemons.