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Build a portfolio on the
cheap
A
new online service lets even small investors diversify their
holdings for less than a broker would charge. And there are no
account minimums.
Graphic:
A New Kind of Portfolio.
By Miriam Hill INQUIRER STAFF
WRITER
When you open up your mutual-fund
statements, do you find yourself muttering, "I could do better than
this manager," or, "Why is my tax bill so big every
year?"
Now, you can channel those frustrations into a new
product that lets investors create stock portfolios or choose from a
menu of ready-made portfolios.
Anyone can build a portfolio
through a broker, of course, but the new product, called Foliofn
(the f is for financial; the n is for the last letter in innovation)
charges $295 per year, or $29.95 per month, to buy as many as 150
stocks. Buying that many stocks, even through a discount broker,
would cost $4.95 to $29.95 per trade. At that price, you could
easily pile up a tab of more than $295.
For that amount,
investors can pick up to three folios of 50 stocks each.
The
folio idea, created by Steve Wallman, a former Securities and
Exchange Commission member, is a cross between a mutual fund and an
online brokerage account.
As with a mutual fund, investors
get a well-diversified portfolio without having to spend the
thousands, even the hundreds of thousands of dollars, needed to buy
all of those stocks. With Foliofn, you could buy $1,000 worth of a
portfolio you create or select from one of the company's 80
ready-made folios.
As with an online brokerage account, you
can trade stocks, and unlimited trading is free as long as you agree
to have a trade executed at 10:15 a.m. or at 2:45 p.m. If you want
to execute the trade at a specific time, it will cost $14.95 per
trade. Processing trades just twice a day helps the company match
customer orders and keep prices low. Orders can be placed at any
time, however.
There are no account minimums at Foliofn, so
investors who want to stake a small sum can. That might be useful
for someone who wants to invest $1,000 or so in, say, biotechnology
or aerospace stocks.
Normally, assembling such a portfolio
would require several thousand dollars. Foliofn gets around that by
divvying up shares among investors.
"What we'll do is, we'll
give you fractional shares," said Nancy Smith, vice president of
education at Foliofn in Merrifield, Va.
But at $295 a year,
investing small amounts gets expensive.
Which brings up an
important issue.
Foliofn is cheaper than creating a
diversified portfolio through a broker, but it's not cheaper than
most mutual funds for small investors. With the average stock mutual
fund charging 1.23 percent in expenses, only investors with more
than $24,000 in a fund would pay more than $295 in fees
yearly.
Stick your money in an ultra-cheap index fund, and
the costs are even harder to beat. With Vanguard's 500 Index fund,
one of the cheapest at $1.80 per $1,000 invested, only investors
with more than $164,000 would pay more than $295 in yearly
fees.
But there are other advantages to Foliofn. By deciding
when to buy and sell, you control when you pay taxes. With a mutual
fund, investors pay taxes when the manager buys and sells. And
because most managers are paid based on the total returns they
produce, not on whether they are tax-efficient, fund investors can
wind up with huge bills.
Many fund families, however,
including Vanguard and T. Rowe Price, offer tax-efficient mutual
funds that try to keep tax bills low. They may be a better option
for smaller investors.
Russ Kinnel, who follows mutual funds
for Morningstar Inc., the Chicago fund-tracking company, thinks the
folio idea may be a hit if financial advisers and brokerages that
offer mutual-fund supermarkets start offering it.
"There's
potential there," he said. "It's a fairly involved, sophisticated
tool. But I don't see a lot of people chucking their Schwab or
Merrill Lynch accounts to go and do it."
Instead, he said,
people likely would use folios to patch holes in their stock
holdings. He cited an example of someone who owns a lot of stock in
Cisco Systems Inc. but no other large growth companies. That person
could choose a folio of, say, all the large growth companies in the
Standard & Poor's 500 index except Cisco.
The ready-made
portfolios Foliofn has constructed include a wide range of styles.
Investors can buy a broad folio, such as 49 stocks from around the
world. Other focuses are more narrow, such as the Ireland or
NASCAR-sponsors folios. Some folios screen out tobacco stocks or
include only companies with a high percentage of minorities on their
boards of directors.
Foliofn's research department creates
the portfolios based on various criteria, such as a stock's
volatility relative to the S&P.
Foliofn, which started in
May, won't say how many customers it has so far, but the idea is
gaining momentum. On July 17, E-Trade, the online broker, announced
plans to acquire eInvesting, which provides personalized portfolios.
E-Trade says it plans to start selling its portfolio products by the
end of the year.
No word on pricing yet, but Liat Rorer, vice
president of asset gathering at E-Trade, said the product would be
competitive.
"I think it's likely that customers will, with a
portion of their assets, want to have brokerage assets as well as
mutual-fund assets as well as these portfolios," Rorer said. "I
actually believe we'll see investors using all three products, just
as now you see an investor using both mutual funds and brokerage
accounts today."
Charles Schwab, the largest discount broker,
said it is considering a similar product but wants to gauge customer
demand first. Another company, NetFolio, plans to offer a folio
service for $195 yearly in the fall.
Although the pricing of
Foliofn makes it most appropriate for people with a fair amount of
money, some services cater to people who just want to buy a few
shares of stock and hold them.
Buyandhold.com, for example,
lets investors choose from 1,400 stocks and funds based on various
indexes. The commission is $2.99 per trade. Foliofn would be a
better buy for frequent traders unless they incur extra fees by
trading outside the two daily windows.
Sharebuilder is a
similar service. It charges $5 for one-time investments, and $2 for
those who make regular monthly trades.
Miriam Hill's e-mail address is hillmb@phillynews.com
On
the Web
http://www.foliofn.com/
http://www.sharebuilder.com/
http://www.netfolio.com/
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