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How Long Has Your Firm Been in Business? What's Your Company History?





Q: "Your site is exactly what I have been looking for! However, unfortunately, there are many scam sites on the internet. 

"Your site reports its founding in 1998. However, your website seems to have only up and running for a few years. It looks to me like you are just starting. Can you explain that?

"What other assurances can you provide before I invest $$$ using any of your strategies?"

A: I understand your concern about rogue internet sites. Unfortunately, in our modern world, we must all guard against digital miscreants. However, we're happy to answer your questions and provide you with third-party documentation of our company's track record. We are very proud of our long history of success in serving thousands of satisfied clients.

The reason for our relatively limited presence on the internet compared to our time in business since 1998 is that in 2017, our firm launched our current website,, after operating a stock and ETF website since 2004. We made this change when our product line evolved from 1) individual-stock site to a 2) stock and ETF-based site, and finally to 3) a site strictly focused on Exchange Traded Funds (ETFs). We made this change because of the clear superiority of ETFs when used in conjunction with quantitative investment strategies. 

The Better Business Bureau (BBB) has tracked our firm through these company name changes since 2004, with a record of ZERO customer complaints. Please see this link for our BBB report:


Company History

After careers in investment banking with well-known investment firms such as Goldman Sachs, BofA Merrill Lynch, and Drexel Burnham Lambert, our founders launched our first quantitative investment website in 1998, when the internet was still in its formative stages. By 2000, we added our first ETF strategy to accompany the primary product line offered on our prior site; value-based, quantitative stock strategies with a weekly newsletter. 

In 2006, we added five additional systematic ETF models to that value-stock oriented site, and by 2016 – as a result of customer demand – we were slowly becoming a site specializing in ETFs. It was becoming evident to everyone in our firm that our site name was a limiting factor in our new focus and needed to be changed.

In 2017, we decided to specialize exclusively on Exchange Traded Funds (ETFs) when it became apparent that quantitative ETF strategies were the direction of the future, and ETF-based strategies had already become the preference of our existing subscribers over stock-based models. Our research had also shown that ETF models worked far more accurately and consistently in quantitative strategies than models based on individual stocks.

Every day, more investors recognize that ETFs offer the advantages of instant diversification, elimination of individual company risk, far lower trading costs, and other benefits that make them superior to individual stocks. As a result, the ETF market is growing by leaps and bounds - at a rate of about 25% per year, while individual-stock investing has plateaued and may soon be declining. Today, much of the volume in individual stocks is a result of the creation of additional ETF shares and their purchases. Learn more about the many advantages of ETFs here.

By 2017, we were putting 100% of our effort into our new ETF-focused, quantitative-investing website –


Limited Social Media Presence

So far, we have done minimal marketing for ETFOptimize, and the source of most of our customers is word-of-mouth or articles that we occasionally publish in outside media such as SeekingAlpha. Nevertheless, we do maintain a presence on Facebook, Twitter, and LinkedIn. You can find links to our social media sites on the top-right corner of most of the pages of our website;

Instead of spending a lot of money on marketing and advertising (which would result in higher prices for our customers), we rely on positive word-of-mouth to bring investors to our door. Because we have been in business for more than 20 years and have an established base of clients, this provides very satisfactory growth for us. We have very low customer turnover, and in fact, we have only experienced a handful of subscriber cancellations since 2017, when we launched ETFOptimize as a stand-alone site and put all of our focus on ETFs. We attribute this robust customer-retention to the consistently exceptional performance of our proprietary ETF strategies.

Independent Verification

For independent verification of our track record, we suggest accessing the Better Business Bureau (BBB) report on at this link:

The BBB opened a file on our company in 2004 when the firm relocated to Denver, Colorado. In 2017, we asked the BBB to change the website they referenced from the old name to If you take a moment to view the Better Business Bureau report, you'll see that (to date) we have not had a single customer complaint in all the years since 2004.

We hope to keep this record intact for many years into the future by providing exceptional investment strategies for our subscribers and to continue over-delivering on our commitment to your success.




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