Advancing Product to Product Sharing
We spend a fair amount of time reviewing industry Web sites and investigating specific features. Somewhat nerdy, I know, yet after 15 minutes of poking around, I always come away with a strong opinion or two. Last week I noticed that American Funds integrated multiple products directly into fund profiles. And not via some right-hand rail “See these funds” section. No, right into a risk-return chart!
Imagine you’re a financial advisor reviewing the data on The Growth Fund of America today (which I imagine thousands of FAs are actually doing) and you scroll down to the “Volatility & Return” section. You’ll see the chart below. The small grey circles represent other mutual funds. So for an FA seeking a fund with a different risk/return profile, there’s an opportunity (in-line with Growth Fund of America) to fine one. It would be fantastic if a mouseover-plus-click moved the FA over to the highlighted fund. Nonetheless, this is an innovative technique to display fund information relative to other American Funds’ mutual funds.