Fund.com wants to do something that nobody else is doing. It wants to be for the fund industry what Bankrate.com is for banking, what Lendingtree.com is for the mortgage sector, and what CreditCards.com is for credit cards. Specifically, it wants to be the nation’s vertically-focused online investor resource for the fund investor.

It’s a huge and underserved market. Each year, hundreds of billions of dollars flow into investment funds of all kinds. The U.S. mutual fund industry is now in the trillions of dollars, accounting for nearly half of the global mutual fund total. Funds obviously have a broad appeal to investors, but third party distribution of funds has largely been a function of financial advisors, dependent on in-person client meetings and other inefficient marketing methods. Fund.com taps into the continued growing popularity of the Internet as a preferred source of

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Despite Flo's excitement that headline is misleading. In posts that talk about stock picking versus all fund portfolios versus some combination of the two, comments get left opining that stock picking is difficult or risky or whatever. So for the fund investor who goes narrower than an SPY, EFA, AGG mix could they spend the time and do the work to own three stocks from themes that were especially compelling to them for which there was no sector or country product? Sticking with three narrow themes for which I have no exposure, let's say an investor believes Cyprus (oh yeah, there's a stock market there) is the place to be, well for that person there is only one choice (that I know of); The Bank Of Cyprus (BCYPF) and it has been a pretty good proxy for the General Index of Cyprus ...