About WisdomTree

Always do the right thing.
No shortcuts, no exceptions.

It’s the simple idea that guides our actions whether we are hiring, interacting with team members, serving advisors or making investment decisions as a responsible corporate citizen of the world. This philosophy is reflected in the way we design and structure our products.

In 2006, WisdomTree launched with a big idea and an impressive mission—to create a better way to invest. We believed investors shouldn’t have to choose between cost efficiency and performance potential, so we developed the first family of ETFs designed to deliver both. Our strategies combine the promise of active management, such as the potential of outperformance against a benchmark, with the benefits of passive management to create ETFs built for performance. WisdomTree has launched many first-to-market ETFs and pioneered alternative weighting methods commonly referred to as “smart beta.” But our ETFs are not beta, smart or otherwise—they are an investment innovation we call “Modern Alpha^®”.