Young DIY investors buy their ETFs from a small handful of providers. They find a provider they like and stay loyal. So, how do you get them to see you as a viable alternative in a crowded space? You brand your ETFs as the M Collection (think Mackenzie), and take inspiration from the world of fashion. Youthful and vibrant it was a new way to market ETFs to young investors. Results: Metrics tracked above industry benchmarks.