In 2018, Bruce Bond and John Southard listed their ETFs that gave exposure to stock index returns while offering downside protection, which are getting increased attention as markets continue to struggle. This according to an article in Institutional Investor.

“For some,” Bond said in an interview, “they may see a buying opportunity but the markets could also continue to slide. If the market zooms up, you’ll be part of it, but if there’s a slide, you’ll have some protection.”

Bond and Southard founded Innovator Capital Management with the idea of disrupting the insurance and structured products industries, which the article explains offer similar defined outcomes but through “far more expensive products with limited liquidity.”

Other firms are following suit, the article reports, including Allianz Investment Management, which plans to offer five similar ETFs (according to SEC filings).