Vanguard saw an influx of nearly $300 billion in the first nine months of this year, as the popularity of passive investing continues to grow, writes Sarah Krouse for The Wall Street Journal.

The Malvern investment giant is one of the main beneficiaries of the nation’s unprecedented embrace of index funds over the last eight years.

Vanguard has also consistently been the fastest growing by offering consumers cost-effective ways to invest. This is in stark contrast to actively managed mutual funds, which often do not perform well enough to justify their higher fees.

The concept was first embraced by Vanguard founder John C. Bogle four decades ago, and the firm has since expanded to include asset classes, such as bonds and currencies.

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“It’s a high cost/low cost debate,” said current CEO Bill McNabb.

He added that the inflows over the last couple of years have been exceptional, and in January, Vanguard’s assets surpassed $4 trillion for the first time. They now stand at around $4.7 trillion.

Read more about Vanguard’s success in The Wall Street Journal here, and check out previous VISTA Today coverage of the mutual fund giant here.

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