BlackRock’s indexed target date funds aim at Vanguard, Fidelity

BlackRock Inc. may be touting its new indexed target date series, but it will face some tough competition from established players in the market.

The company last week kicked off marketing efforts for its menu of indexed mutual funds for 401(k) plans.

In June, BlackRock launched its series of LifePath Index Portfolios. The company followed that move late last month with modifications to its existing LifePath portfolios, adding four active strategies to its well-known target date fund series.

“We wanted to bring the indexed offerings and LifePath into the small-plan market and give advisers, platforms and participants a choice in their indexed provider,” said Chip Castille, managing director and head of BlackRock’s U.S. and Canada defined-contribution group.

He said that though some platforms might be ready to bring indexed strategies through exchange-traded funds, others may not be prepared and would be more receptive to indexed mutual funds.

Although BlackRock uses indexed strategies in its collective trust funds, the company’s management thinks that advisers in the small- to midsize-plan markets might be more interested in bringing those strategies to their plans. The focus on low cost and fee transparency in light of upcoming Labor Department fee disclosure rules will put indexed funds in the spotlight.

Further, indexed options might seem more attractive amid a flat to declining market, said Lynette DeWitt, director of research, subadvisory and lifecycle funds at Financial Research Corp. “If there’s no performance to be had, then you want a low-fee cost structure,” she said.

The Vanguard Group Inc. and Fidelity Investments are among the best-known target-date-indexed-fund players. The two offer low fees and record keeping platforms.

Indeed, Vanguard’s expense ratios range between 0.16% and 0.19%, and Fidelity’s Freedom Index Funds are capped at 0.19%. Net expense ratios for LifePath’s indexed series are higher, ranging between 0.19% and 0.26%.

Another selling point for Vanguard and Fidelity is their record-keeping capabilities. BlackRock, on the other hand, is a defined-contribution-investment-only player. That could be a problem for the asset manager.

“The question is, how do you deal with these very large record keepers and fund families that have major stakes in the marketplace?” asked Geoff Bobroff, president of Bobroff Consulting Inc. “It’s going to be somewhat of an uphill battle.”

BlackRock’s status as an investment-only provider — that is, a provider that doesn’t have a record-keeping business — is actually an advantage, Mr. Castille said.

“It means we can work in a variety of circumstances and be flexible in how we market our offering together with our distribution partners,” he said. “There are two sides to the story of being a DCIO.”