Analyze ETFs With’s New Fund Page Design

Analyze ETFs With’s New Fund Page Design

Wealth of information and ease of navigation highlight’s new fund page design.

Research Lead
Reviewed by: Staff
Edited by: Ron Day’s popular fund pages just got a new design overhaul that makes analyzing exchange-traded funds even more powerful and easier to use than before.

In addition to key data like performance, fund flows and holdings, investors now get simplified navigation with timely and actionable data, including an intraday chart and a range of quotes information, such as the fund’s previous close, open, volume, day range, 52-week range and bid/ask data.

To aid in making investment decisions, investors can see a competing ETF table that includes a list of competing exchange-traded funds based on several fund-specific attributes. Updates also include a new overview page featuring a Growth of 10k chart illustrating the growth of a $10,000 investment since an ETF’s inception.

New Left-Hand Navigation: Analyzing ETFs

The left-hand navigation makes ETF analysis easier by offering quick access to key data, including performance, fund flows, holdings, tradability, efficiency and fit, ESG factors and news. Here’s a breakdown of each feature: fund page


Investors get historical performance data and charting for an ETF’s returns ranging from the past one month up to 10 years, as well as performance since the fund’s inception. Analyzing an ETF's performance can be helpful, but context is key.

Past performance doesn't guarantee future results, but it can offer some indication of the ETF's volatility and risk profile. It's important to consider the timeframe and economic conditions during the historical period analyzed.

Fund Flows

Fund flow data is available for a quick view of the past 5 days of flow activity and up to one year. Investors may also customize fund flow data for any period of time, beginning with the fund’s inception.

By tracking fund flows over time, investors can identify potential trends in investor preferences. While it's not a guaranteed predictor of future performance, it can help investors gauge market sentiment and make more informed choices about their ETF allocations.


The holdings page provides a wealth of related information, including a quick view of the fund’s top 10 holdings with allocation weights and key data points like average market cap, price/earnings ratio and dividend yield. Investors can also drill down and see a complete list of holdings, as well as sector allocation weights.

By reviewing an ETF's holdings, investors can understand the ETF's core investment strategy. Is it truly diversified across a specific sector or industry, or does it concentrate on a few large holdings? For some ETFs focused on thematic trends like clean energy or cybersecurity, reviewing the holdings can help you understand if the ETF is truly capturing the intended theme.


This data features the daily spread data chart, which helps investors visualize the total cost of trading an ETF. Investors can also see data that reveals a fund’s liquidity.

Liquidity refers to how easily investors can buy and sell shares of the ETF. High liquidity is generally preferred as it allows investors to enter and exit positions more readily. Liquidity can be gauged by factors like trading volume and the difference between the bid and ask price (bid-ask spread).

Efficiency and Fit

This feature helps investors drill down on multiple data points, including expense ratio, tracking efficiency, tax exposure, fund structure and efficiency ranking.

Efficiency and fit data enable an investor to more fully understand the cost of owning an ETF in their portfolio. For example, lower expense ratios and higher tax efficiency are generally preferred as they have a smaller impact on overall returns over time.


For investors who want a quick measure of a fund’s environmental, social and governance (ESG) ratings, including a breakdown of six ESG factors that MSCI has identified as contributing to a return premium, provides key data to help make investment decisions.


By clicking on the News link in the left navigation panel, investors get quick access to curated news and opinions specifically related to the respective fund. The latest coverage from’s editorial team can arm investors with timely information to help make investment decisions.

See New Fund Page Design With Top ETFs

To sample the new fund page design for yourself, see some of the top-searched ETFs on

Kent Thune is Research Lead for, focusing on educational content, thought leadership, content management and search engine optimization. Before joining, he wrote for numerous investment websites, including Seeking Alpha and Kiplinger. 


Kent holds a Master of Business Administration (MBA) degree and is a practicing Certified Financial Planner (CFP®) with 25 years of experience managing investments, guiding clients through some of the worst economic and market environments in U.S. history. He has also served as an adjunct professor, teaching classes for The College of Charleston and Trident Technical College on the topics of retirement planning, business finance, and entrepreneurship. 


Kent founded a registered investment advisory firm in 2006 and is based in Hilton Head Island, SC, where he lives with his wife and two sons. Outside of work, Kent enjoys spending time with his family, playing guitar, and working on his philosophy book, which he plans to publish in the coming year.