The fund aims to provide a less volatile portfolio of Brand Leaders compared to otherwise owning each equity security. The fund starts with its investable universe, which consists of companies whose market capitalization is at least $10 billion USD at the time of investment, and meet the fund providers proprietary investment characteristics. The fund then equally weights the top 20 companies the adviser perceives as Brand Leaders from the investable universe. HBF aims to achieve (i) an average P/E ratio lower than the investable universe, (ii) an average yield greater than the average of the universe, and (iii) an average 5-year ROE growth greater than the average of the universe. The fund also aims for lower overall volatility by writing covered call options on up to 33% of the portfolio holdings. Fund reconstitution and rebalancing is done quarterly.