The explosive growth of exchange-traded funds has claimed one of the older names in the industry as a victim. The Vanguard Group has abandoned the VIPER nomenclature for its suite of 24 ETFs, which claimed a 5% share of the U.S. ETF market at the end of June, according to State Street Global Advisors. The funds will now be known as Vanguard ETFs – the Vanguard Total Stock Market VIPERs becoming the Vanguard Total Stock Market ETF. Assets under management in U.S. ETFs has surged 14% this year to $344 billion. And with ETFs becoming a household name in investing, Vanguard hopes to cash in on the cache.

“ETFs are the fastest-growing mutual fund product,” explains Vanguard spokesman Michael Smith. “Vanguard ETFs represent a simpler, direct and more memorable way to describe our offerings.”