That lower-cost ETFs are potent weapons for Schwab is important because the firm may not be able to compete on sheer size or the number of ETFs offered—yet. “Schwab is certainly not the biggest in the ETF market, and we’re not going to be,” Sturiale explained. “Our value and our attraction is in finding lower costs for our clients. The cuts we made strengthened that position, and we’re going to stay competitive.”
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