For over a decade, the mutual funds regulator has forced all funds to offer a direct-to-the-customer option, and most well-informed investors have understood the advantage of direct funds. They know by now that all funds have a 'direct from the manufacturer' model, whereby investors can get a 'direct' equivalent of each fund. These are cheaper in the sense that the mutual fund company deducts lower expenses since it does not have to pay the 'retailer'.