Although retail investors may not be the most sophisticated target audience, ETF issuers sometimes ignore this important slice of the investing public at their peril. By some estimates, there are at least 50 million retail investor households in the United States, while roughly half of all workers have some form of investment savings account such as a 401 (k). Clearly there is a wide and deep pool of potential assets that ETF issuers can tap into, but how do they reach them?