<prompt> Human: Start with SP500 ETFs--IVV Blackrock costs 4pp, VOO Vanguard costs 5 pp. Read this: Full disclosure--I dont work for Blackrock and have nothing absolute nada to do with them. But the fact that retail investors are talking about Vanguard as a preferable option cost-wise just doesnt make sense in many cases.  <response>: Vanguard has a unique corporate structure its sort of co-op-like that aligns its interests with that of its investors. Blackrock is as cheap as necessary at the moment because its forced to try to under-cut Vanguard in order to gain market-share. Vanguard is as cheap as possible all the time because the customers and the shareholders of Vanguard itself are the same people. 