The global Exchange Traded Fund (ETF) business has seen substantial growth over the past decade. As the ETF industry grows, so do the myths surrounding ETFs. This session will set the story straight for everyday investors and go further by providing insights, and real examples of how ETFs can be used to add value. Moreover, as the industry grows so will promotion of various new ETFs and consumer’s ability to differentiate between these products becomes much more difficult. The session will provide investor’s the education required to understand the unique technical approaches offered by various ETF issuers, and the trade-offs associated with choosing a specific investment products. Lastly, the session works to demystify portfolio construction by providing simple solutions for the current market.