ProShares specializes in providing Exchange-Traded Funds (ETFs) that are traded on stock exchanges like stocks. Their offerings include a variety of ETFs that cater to different investment strategies, such as those focusing on dividend growth, specific sectors, and leveraged or inverse funds. For instance, the S&P 500 Dividend Aristocrats ETF targets companies with a history of increasing dividends, while the Ultra Gold ETF aims to deliver double the daily performance of gold prices. ProShares generates revenue primarily through management fees based on the assets under management, and they also engage in trading activities. What sets ProShares apart from competitors is their focus on innovative ETF solutions that allow investors to diversify their portfolios, manage risk, and achieve specific financial goals, appealing to both short-term traders and long-term investors.