(New York)

For several years Vanguard was seen as the champion of low-cost investing. It led the revolution in ever-lower cost ETFs. However, just recently, it seems to have fallen on hard times as it is facing challenges on multiple fronts. In particular, it is suffering at the hands of Fidelity, which is undercutting it on fund pricing. Fidelity’s recent no-fee index funds mean they are even cheaper than Vanguard’s lowest cost funds. The second, and perhaps even more worrisome challenge, relates to investment minimums, which Fidelity did away with on its cheapest funds. Vanguard’s minimums are now starting to look old-fashioned by comparison.

FINSUM: The best way for Vanguard to compete would be to merge some of the classes of their products. However, doing so would require a big revenue haircut, all of which means the company has some tough choices to make.