First of all I am a huge fan of Ken Fisher as I have read a couple of his books regarding passive investing and financial markets in general. I love that they are privately owned and not part of a huge conglomerate. Their funds are majority of a passive strategy which I love as well as the management fees are quite low compared to other funds which speaks for itself over a life time of investing. My funds have performed quite well in down turns as well as upturns. They truly care about their clients and always putting their interests before the firms.