"Nineteen new ETF/ETP providers have entered the ETF industry in the United States during the first 9 months of 2015, beating the prior full year records of 15 new providers entering the ETF industry in both 2014 and 2009," according to ETFGI, a London-based ETF research firm. A noteworthy trait found among many new ETF providers is superior brand recognition and/or the backing of "star power," which has enabled some of 2015's rookie ETFs to be successful right of the gates. For example, the SPDR DoubleLine Total Return Tactical ETF (NYSE:TOTL) is issued by State Street Global Advisors in partnership with bond king Jeff Gundlach's DoubleLine Capital.