The blog is "the first of its kind in the Australian ETF industry," said the firm in a statement, and was created in response to increasing investor and advisor demand for "plain English" and accessible educational tools on ETF investment. The fact that more investors and advisors are also active on social media platforms is another reason for the launch.

"Digital channels, including social media, are becoming an increasingly important touch point for Australian fund managers to connect with clients. We are responding early to this trend by providing informative online content to facilitate discussions online and build a community," said provides fund products traded on the Australian Securities Exchange.