Namebase helped make the ETF - Exchange Traded Funds - brokerage category more cutting-edge for Gerber Asset Management. Since ETF trading was relatively new, we suggested that one way to “own” the category would be to shift the branding of ETFs to XTF. The ‘X” in XTF communicates excitement and action. The new entity is named XTF Advisor and owns the prestigious XTF.com.