Tired of seeing clients buy high and sell low? Or do you even have problems yourself in buying at the right time? Well, if you or your clients like to go against the grain, you now have one more investment option at your disposal.

Morningstar Investment Services, a subsidiary of the research outfit Morningstar, launched an interesting ETF strategy on May 5 that is based on the idea of not following the herd. It’s a “hit ‘em where they ain’t strategy,” said Jeff Ptak, President and Chief Investment Officer of the division. The contrarian strategy is actually a suite of three new funds—Contrarian, Contrarian and Income, and Contrarian and Growth. They buy the least popular fund categories in Morningstar’s database, as measured by the biggest cash outflows.

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