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Yeah --- it's been 'the rage' for a few years now. Some factor implementations are better than others (ie, factors for volatility) and within factor offerings, some factor products are better than others (ie, VMVFX, USMV I think, and others.)
Speaking for myself, I don't invest according to 'factors' but there are tons of OEFs/ETFs catering to the factor crowd these days. (Tho I do hold VMVFX in large amounts, b/c I like its eclectic global midcap-skewed allocations ... I care not that it's 'minimum volatility').
XMLV has been a very successful mid-cap low volatility fund. Compare it to IJH, a conventional mid-cap, to see how XMLV lost less than 1% in 2018, while IJH declined about 11%.
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Speaking for myself, I don't invest according to 'factors' but there are tons of OEFs/ETFs catering to the factor crowd these days. (Tho I do hold VMVFX in large amounts, b/c I like its eclectic global midcap-skewed allocations ... I care not that it's 'minimum volatility').