The new ETF, First Trust's second, tracks the Morningstar Dividend Leaders Index. "We use forward-looking earnings estimates to make sure a company doesn't overreach or have to cut the dividend," Morningstar's Sanjay Arya said. The index holds only 100 stocks, selected through a five-step process devised by the ratings agency, which screens for positive 5-year dividend growth rates and a coverage ratio higher than one. In addition, its modified cap weight – designed to produce lower turnover than rival indices, roughly 25% to 35%, rebalanced quarterly – is designed to ensure that shares are readily available, though individual names are capped at 10%, and individual industries at 30%.
Cliff Weber, senior v.p. of the Amex ETF marketplace, is confident that profile will help it stand out in the crowded dividend ETF field, calling it a "new and different approach." Aiming for a piece of the $7.1 billion dividend ETF market – $6.4 billion of which is in Barclays Global Investors' iShares Dow Jones Select Dividend Fund – First Trust's Scott Hall says, "The underlying index is a departure from the typical 'just deliver dividend' approach to many current dividend funds." He adds that the Morningstar index places a premium on "dividend consistency and sustainability."