Abstract: An online investment advisory and management tool providing a system, method and apparatus for analyzing the actual cost of ownership, over time, of mutual funds and comparing those costs to the costs associated with a determined comparable exchange traded fund(s) (ETFs). The method includes an analysis of investment costs and the implicit asset allocation of the funds entered. According to one method, a user inputs mutual fund information into a client and the data is sent to a server. In an alternative embodiment, the user entitles the client to determine actual account information from a third party communicating with the user's financial institution(s). The server analyzes the mutual funds, and determines comparable ETFs. Alternatively, the user may select ETFs. After an ETF is determined, the system provides an analysis of the costs and performance of the mutual funds and the comparable ETFs and estimates the total cost of ownership. The embodiments further include a marketing tool.