Business

The Death the Mutual Fund: Matthew Murawski Explains Why ETFs May Be a Fit as Part of Your Investment Strategy

Published

2 years ago

November 9, 2022

Since the Great Depression, mutual funds have presented a great opportunity for everyday people to invest in the stock market. Rather than risking their fortune on individual winners and losers, investors selected groups of stocks, making them not only a more diversified investment but also more attainable to people who could not afford the high commission fees, in Murawski’s opinion.

And for decades, mutual fund investing has been touted as a smart, principled financial planning strategy. However, those days may soon be coming to an end. As Goodstein Wealth Management financial planner Matthew Murawski explains, a new generation of investors may usher in a new investment strategy.

“We have a big shift in demographics,” Murawski says. “The Baby Boomer advisor has almost all classic mutual funds. But now, an exchange-traded fund does the same basic principle, but they are typically a lot less expensive and are more transparent and tax efficient.”

One of the most important distinctions between mutual funds and ETFs are the costs associated with each. Although Murawski still uses a few mutual funds, most of his portfolio contains ETFs – for the simple reason that they are generally less expensive and more efficient in his opinion.

“There are zero trading costs for an ETF,” Murawski says. “I can buy the S&P 500 index ETF for about a .03 expense ratio and not pay a commission. I can buy it or sell it whenever I want. But if I buy the same thing in a mutual fund, I’m going to pay a $12, $14, $16 commission every time through our custodian, TD Ameritrade.”

With many Baby Boomer investors and advisors retiring, the guidance is beginning to shift toward a younger generation. And according to Murawski, new advisors and this new investing class are overwhelmingly choosing ETFs.

“I don’t know anybody under 40 buying mutual funds,” Murawski says. “If I said to a client under 40, we’re buying mutual funds in an account, a majority of them will ask, why aren’t we buying ETFs?”

This gradual transition from mutual funds to ETFs is being seen throughout the investment world. ETF.com has projected that in the near future, ETF assets will exceed mutual fund assets. And traditional mutual fund advisors are beginning to take notice. They are trying to adapt to the changes in the market, as well as changes in investment strategy, to maintain relevance with a new generation of investors.

“In my opinion, investors under 30 will never own mutual funds,” Murawski says. “It would be like selling them a Discman. It is almost out of style. So mutual fund companies are being forced to change and come out with ETF versions of the same mutual funds.”

Another way that mutual fund companies are able to adjust is by offering what they call clean shares – dramatically reducing the cost of buying mutual funds. These represent important changes in the way mutual fund companies compete with the emergence of ETFs.

“In my opinion, In the end, those that are not innovating are losing massive amounts of assets,” Murawski says. “The pandemic alone brought millions of new investors into the market. And I do not feel those investors are not going to buy mutual funds.”

In the end, it comes down to cost and performance – and many actively managed mutual funds are not outperforming their benchmarks enough to justify their cost. Instead, investors are choosing ETFs, which can give them nearly the exact same thing at a lower price.

“When you don’t outperform and you charge more, it’s problematic,” Murawski says. “In my opinion, mutual fund companies are either dying or they’re innovating and moving toward a different structure.”

Matthew Murawski is a financial planner with Goodstein Wealth Management. He provides personalized wealth management advice to the firm’s 401(k) clients as well as his own individual clients. Murawski educates investors to help them work towards being positioned for long-term financial growth.

To learn more about Murawski and Goodstein Wealth Management, visit www.goodsteinwm.com or connect on Facebook, Instagram, and Twitter.

Business

Transform Your Expertise into a Profitable Online Coaching Business with Jon Penberthy

Published

3 weeks ago

November 3, 2024

Matthew Wiles

Transforming your expertise into a successful coaching business requires a strategic approach to monetizing your knowledge, with a strong emphasis on client satisfaction and adaptability to their evolving needs. By prioritizing these factors, you can build a coaching practice that flourishes, provides long-term value to your clients, and supports sustained growth for your business.

The potential for this growth is underscored by the global online coaching market, which was valued at $3.2 billion in 2022 and is projected to reach $11.7 billion by 2032, reflecting a compound annual growth rate (CAGR) of 14% from 2023 to 2032.

Jon Penberthy, founder of AdClients and a leader in online coaching, highlights the significance of the knowledge economy in today’s marketplace. He notes, “The knowledge economy is now worth over half a trillion dollars a year. That means every year, people like you and me are paying others—not for physical products, but for the exchange of knowledge.” This shift presents a compelling opportunity for those willing to leverage their expertise in this evolving market.

Penberthy’s philosophy emphasizes the power of positive thinking and challenges traditional views on credentialism and rigid professional roles. He asserts, “Nowadays you only need to be one step ahead of someone else for them to be willing to hand back some money to learn from you.” His success as a how-to coach exemplifies this approach, showing that with the right mindset, anyone can turn their knowledge into a flourishing business.

Essential Steps to Starting Your Online Business

At the heart of any business plan is the decision about what type of product you will provide in the online marketplace. Jon Penberthy explores various possibilities, from relationship counseling to pet care, ultimately settling on a widely sought-after internet offering: personal health and fitness.

“Let’s say you do not have a personal trainer certificate, but you have figured out a specific nutrition and exercise regime that works,” he states. “There are people out there who want to look how you look and are willing to pay you for your knowledge … the opportunities are endless – you just have to ask yourself what you know that is a little bit more than those around you. That’s the starting point for your own training program.”

The next step involves packaging your training for an online audience, and Penberthy recommends creating a series of recorded videos as an effective approach. This leads to the question of how much to cover in the initial video and the order of presentation.

He suggests finding friends and family who are interested in your topic and willing to learn more. By selecting a few volunteers and teaching them over several weeks for free, while taking diligent notes on what works and what doesn’t, the teaching process will gradually reveal itself.

Build a Sales Funnel

Regardless of how your business attracts customers, potential buyers often follow a similar path, asking common questions and taking comparable steps when deciding whether to make a purchase. A sales funnel is an effective way to visualize this journey, offering valuable insights into the customer experience. It helps you see the sales process through their perspective while also serving as a practical training tool for your sales team.

Penberthy highlights the importance of this approach, “A sales funnel helps transition potential customers from being strangers to ready-to-buy clients,” he explains. By breaking the process into a series of steps, the sales funnel gradually informs and engages potential customers, guiding them toward a purchase decision without overwhelming them with information.

Attracting Attention—The ‘Eyeball’ Factor

Once you’ve understood the initial steps for setting up your online coaching or course, the next challenge is attracting people to your funnel, often referred to as the “eyeball” factor. “Bringing traffic to your site involves content creation and deciding between organic (unpaid) traffic through various social media channels or, if your budget allows, paid traffic,” Penberthy explains.

Penberthy explains that with organic traffic, individuals will be active on social media, creating content designed to build an audience interested in their topic. He adds that if one can invest some funds, paid advertising—especially on YouTube—can be an excellent starting point, as it delivers instant traffic compared to the uncertain outcomes of organic posts.

Once the advertising strategy is established, the next step is to continually refine and enhance the course, making it more concise, message-rich, and easier for potential customers to understand what is being offered.

He emphasizes that this process isn’t just about feeling good about one’s work; it’s about boosting conversions. The more effective the campaign, the more referrals satisfied customers will provide when recommending the program. A stronger program also allows for higher pricing for the services offered.

After refining your online advertising strategies and advancing your course or coaching development, the next step is to scale up. Penberthy suggests that this may initially involve what he refers to as “the pop-up offer” or one-on-one coaching, enabling you to start selling your course in 48 hours or less.

He notes that this phase requires a significant investment of time but is crucial for growing your business with clients who will not only pay for your expertise but also recommend your courses to a broader audience. However, he emphasizes the need to leverage your time effectively, as there are only so many hours in a day.

The key to success in online courses lies in combining “low-ticket” (mass appeal) content with “high-ticket” one-on-one training. “I take the stand-alone low-ticket coaching and wrap it around the one-on-ones to create the concept of “high-ticket” group coaching, which is a limited-subscriber webinar-based training pitched at high-end clients who are willing to pay a premium to overcome their seeming lack of success in the online marketplace,” Penberthy says.

By implementing this strategy, he adds, you can not only maximize your time in the business space and free up energy for friends and family but also potentially increase your monthly income to four or five figures, ultimately leading to an annual income of six to seven figures.

Jon Penberthy’s insights provide a clear roadmap, emphasizing the importance of understanding your audience, leveraging effective marketing strategies, and continually refining your offerings. By combining low-ticket and high-ticket training approaches, you can maximize your reach while delivering exceptional value to your clients.

As you embark on this path, remember that your knowledge and passion can not only lead to financial success but also empower others to achieve their goals. Embrace the opportunities ahead, and watch as you build a thriving coaching business that makes a lasting impact.