President and CEO
Purpose Investments
Som Seif founded Purpose Investments in 2013 because he noticed a lack of products in the market that managed risk, helped clients with outcomes, helped advisors build better portfolios and targeted specific areas. He took the best of smarter indexing, risk management, and thinking around liabilities and outcomes and built a company that currently has nearly $6 billion in total AUM. On the ETF side, Purpose is now the ninth largest firm in Canada with 35 ETFs and a growth rate of 100% since March 31, 2018.
One thing that has made Purpose unique is the fact that it offers mutual fund and ETF options for many of its funds. “ETFs are just mutual funds that trade, and our opinion is when someone is investing, they are looking for the best strategy in the most efficient format for them,” Seif told WPC last year. “ETFs are one vehicle, but other types of investors think mutual funds are better.”
