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Taste how Vanguard does business

If you're wondering why one of the world's largest investment companies is selling coffee, here's the scoop. When you buy a great cup of coffee that's 15 the average price of coffee, you see for yourself that paying less means keeping more.*

That's how costs work with our mutual funds.
They cost 15 the industry average—just like our coffee.**


Sip and save

See what the price of a cup of coffee can teach you about investing costs.

Watch the videoWatch the video

How can Vanguard offer coffee mutual funds for less?

Our secret is simple: We offer our funds "at cost."*** That means you pay only what it costs us to run the funds, which happens to be—on average—15 as much as everyone else.

We can do this because we're the only company in the industry that's client-owned. We're owned by our funds and the funds are owned by the people who invest in them, people like you. We don't generate profits for private owners or stockholders. We return profits to you as cost savings.

Selling coffee for less is just a fun way to spread the word about costs.

Coffee Chart

Sip coffee while your savings brew

Saving a buck on coffee is a nice perk.
Potentially saving thousands on your investments is something to savor!

How it can all add up.

Industry average
Vanguard average
  • $300k
  • $250k
  • $200k
  • $150k
  • $100k
  • $50k
  • 10 YEARS
  • 20 YEARS
  • 30 YEARS

Costs matter, especially over time. If you invest $50,000 in a fund with the current average Vanguard expense ratio, in 30 years you could have $63,915 more than someone who invested in a fund with the industry average expense ratio.**

(This is a hypothetical scenario—it doesn't refer to any specific investment. It assumes a 6% annual rate of return with earnings being reinvested.)

Over time, letting your savings brew with lower expenses could help you save more.

*The industry average price for a cup of coffee is $1.48, based on a 2013 industry report from STUDYLOGIC LLC.

**Vanguard average expense ratio: 0.19%. Industry average expense ratio: 1.08%.
Sources: Vanguard and Lipper Inc. as of December 31, 2013.

***Vanguard provides its services to the Vanguard funds at-cost. Our funds cost you what they cost us.

†Vanguard is client-owned. As a client-owner, you own the funds that own Vanguard.

All investing is subject to risk, including the possible loss of the money you invest.

Fresh from the At-Cost Café


On the road with the
At-Cost Café

The Vanguard coffee truck is touring a handful of U.S. cities in March and April, offering coffee for just 26¢ a cup. Get caffeinated while you get educated about why costs matter.

Know someone on our route?

Spread the word about the At-Cost Café.

Tell your friends we're coming

Share the At-Cost Café

Tell your friends we're coming!

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Bold savings, smooth finish

Save your money; savor your investing experience.

Learn more about a Vanguard IRA®

We're here to help

New to Vanguard?
Call 877-809-8169

Vanguard client?
Call 800-952-7999

See what Vanguard offers

Thirsty for more?

Compare the cost of a non-Vanguard fund to that of a similar Vanguard fund.


At-cost words of wisdom
Commentary: Life by a thousand small cuts





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