Q&A: Eaton Vance's NextShares—How It Works, Sales Strategy

Eaton Vance is making strides in its push to launch NextShares amid recent criticism from industry players. The firm has revamped its website to include a new tagline, “Unleash the Active,” and new brand imaging—a cheetah whose black spots are in the shape of arrows. Arrows were used in NextShares’ original brand imaging. Six firms including Eaton Vance, Pioneer Investments, Hartford Funds, Victory Capital, GAMCO Investors and American Beacon Advisors have gone public with their intentions to license NextShares.  Three...