Minneapolis mutual fund manager Disciplined Growth Investors aims to attract clients directly – Minneapolis Star Tribune

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Some pithy, funny or sometimes odd statements about investing that appear on the sides of transit buses and billboards in the Twin Cities can be explained by a mutual fund manager’s desire to grow without paying for sales­people or traditional distribution.

“You don’t need to be a millionaire to invest like one” is pithy. “The way to make money with a financial planner is to become one” is funny. “Hug your mother, not the index” is odd, even baffling.

Hugging an index turns out to mean charging full fees to manage what’s really just a disguised clone of a well-known stock index like the S&P 500. You don’t want to be a client of someone who does that.