Fund.com, Inc. (FNDM.OB), an online financial information publisher, generates revenues by pay-for-performance online advertising and asset-based licensing agreements for the company’s Index content. Fund.com services the investment fund market with an online web portal of personal finance channels, including mutual funds, hedge funds, money market funds, exchange traded funds (ETFs), closed end funds, commodity funds, pooled investment vehicles and other segments of the finance information industry.
Fund.com’s target market is comprised of individuals with, or considering an investment in, an investment fund. This is a multi-trillion dollar industry, and it is growing at a rapid pace. In 2006, the U.S. individual investor market consisted of approximately 55 million U.S. households, according to the Investment Company Institute (ICI), up from just 4.6 million U.S. households in 1980. In addition, according to PricewaterhouseCoopers, the U.S. business information services industry is growing with a total market size of approximately $46.5 billion in 2006. The U.S. mutual fund industry reached $10.6 trillion in 2006, accounting for 48 percent of the $21.8 trillion in mutual fund assets worldwide, as reported by the ICI.
Fund.com’s growth strategy is a multi-phase initiative that includes identifying and developing fund-related content to publish on fund.com; creating proprietary fund indexes and attracting product providers as licensees; securing strategic alliances and partnerships to enhance visitors’ experiences; and expanding vertical online advertising agreements.
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