After seven years of selling its mutual funds only through registered investment advisers, Rydex Funds, a $7.83 billion-asset fund family in Rockville, Md., has decided it is ready for the mass market and sees the bank channel as the right way to go there.

"As a firm, we cut our teeth on the registered investment adviser community, and that segment isn't even going to look at a product without scrutinizing it thoroughly," said Rob Steele, Rydex's vice president of marketing and product development. "If our product passed their litmus test, then it is worthy of the mass market."

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