Passive investing is kind of boring. You dump your money in an index fund and that's it. The industry hasn't really seen big innovation since ETFs were invented in the 1990s. Enter custom indexing. Custom indexing allows asset managers to create bespoke indices for their clients. Interest in the space is already booming, with Morgan Stanley, BlackRock and JPMorgan all making acquisitions in the space. But what exactly is the difference between investing in a custom index versus something like the S&P 500? And why haven't custom indices been done before? On this episode we speak with Patrick O'Shaughnessy, CEO of OSAM and the host of the podcast "Invest Like the Best", about direct investing.

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