Matt Hougan, president of ETF Analytics at IndexUniverse, discusses how the company’s rating and analysis service will help investors learn more than a fund’s ticker by providing details about a product’s “efficiency,” “tradability” and “fit,”­ in an interview published by Forbes.

By using the “ETF” rating system, investors can learn more about the fund and pick what’s best for either their long- or short-term needs, Hougan explained to Forbes contributor Ari Weinberg in the interview.

The service will begin with evaluations on all equity-based ETFs, but plans to cover fixed income, currencies and alternative products in the future. In the interview, Hougan touches on the difference in evaluating active and passive products.

Visit Forbes.com to read Weinberg’s entire conversation with Hougan.