PUR Investing Launches New ETF Portfolio Management Services for a New Generation of Investor


    TORONTO, Jan. 21 /CNW/ - PUR Investing Inc. (PUR Investing), an
innovative Canadian investment counseling firm, is launching new web-based
services in January 2008 for individual investors in Canada, and financial
intermediaries and investment dealers in Canada and the U.S.
    PUR Investing offers investors tailored portfolios of Exchange-Traded
Funds (ETFs), based on customized risk assessment, income needs and time
horizons. The firm exploits the unique characteristics of ETFs to provide the
first active risk budgeting capability for individual investors in Canada.
Risk budgeting is a technique (used primarily by sophisticated pension plans)
to maximize the opportunity of return through efficient diversification.
    PUR Investing dynamically rebalances portfolios, harvests tax losses when
appropriate, and provides investors with information about their portfolios
and rates of return on the firm's web site, 24/7. PUR Investing will be
attractive to individual investors with portfolios over $100,000. This new
generation "mass affluent" investor is web-savvy and willing to take more
direct responsibility for their financial future by seeking solutions that
offer better value, more transparency and directly address their goals
compared with mutual funds or "wrap" accounts offerings.
    A significant benefit to investors is lower fees. PUR Investing's
services are offered at a fraction of the cost of mutual funds. Lower costs
enable investors to accumulate more money sooner.
    PUR Investing's offering for financial intermediaries and investment
dealers will be equally attractive. The market for ETFs is exploding worldwide
with over 600 available today and likely over 1,000 by the end of 2008. PUR
Investing screens the entire ETF universe, and allows intermediaries and
dealers a complete solution to harness the benefits of these new investment
vehicles by creating, managing and reporting on customized ETF portfolios for
their clients using PUR's web-based platform.

    PUR Investing's business model is based on a growing wealth management
segment in the North America that incorporates a demand for lower costs,
individually tailored portfolios and real time portfolio reporting.
    PUR Investing launched its U.S. services for investment advisors on
January 9, 2008 and plans to launch in Canada at the Financial Forum, held in
Toronto from January 24 to 26.

    Additional information about PUR Investing's services is available at:
    Individual investors: www.purinvesting.com
    Advisors: www.activebaskets.com




For further information: Mark S. Yamada, President & CEO, (416)
637-3576, myamada@purinvesting.com, 1179 King Street West, Suite 309, Toronto,
ON, M6K 3C5, www.purinvesting.com