In 2000, Barclays put a significant strategic effort behind growing the ETF market, launching over 40 new funds, branded as iShares, supported by an extensive education and marketing effort. The effort was led by Lee Kranefuss, who worked closely with the inventor of the ETF, Nate Most, at that time Chairman of the WEBs Board and an adviser to Barclays on the iShares effort. Most had retired from the American Stock Exchange some years earlier and settled in California.