• While the ETF industry is celebrating its quarter-century anniversary, an up-and-coming ETF provider has been busy attracting attention and assets. Among the reasons: A principles-based approach and a focus on ESG investing. When it was founded in 2013, Vident Financial's primary goal was to develop new indexes for the financial markets. But it soon noted an opportunity to launch funds using its principles-based approach. It also adopted a longer time horizon than many ETFs use.