The general rule of thumb for most investors when it comes to exchange-traded funds (ETFs) is that the bigger they are, the cheaper, better performing, and more liquid they are likely to be. Branded ETFs are generally large because their issuer is steering its own clients into them, a recent trend referred to as BYOA, standing for “bring your own assets.” For example, ETFs issued by JPMorgan Chase & Co. (JPM) raised $15.6 billion in 2018, and most of that came from the bank’s affiliates.