This ETF offers exposure to the largest U.S. Equities with a twist, as the fund is linked to a RAFI-weighted index. This alternative weighting methodology is based on four fundamental measures of firm size: book value, cash flow, sales and dividends. The 1000 equities with the highest fundamental strength are weighted by their fundamental scores. While this ETF has considerable overlap with more popular funds such as VTV or IWD, there are some key distinctions that shape a very unique risk/return profile. Since PRF is linked to a RAFI-weighted index, this ETF breaks the link between stock price and security allocation and may have appeal as an alternative to market capitalization weighting systems that have numerous potential drawbacks. PRF features the same biases that are common in many broad-based equity ETFs, including big weightings to financials and industrials/energy. An alternative is VONV, which has a much cheaper expense fee and offers comparable exposure (focused on Value companies) in terms of holdings.