With Wednesday’s announcement that Amplify ETFs has purchased exchange-traded fund provider YieldShares LLC, the deal means that Christian Magoon, founder of both entities, doesn’t have to worry about meshing company cultures.

Amplify’s calling card is the Amplify Online Retail ETF (IBUY) that debuted in April and which owns a global basket of companies that derive the majority of their revenue from online retail. Despite having a nice run since late June, the fund has yet to gain traction with just $2.6 million in assets.

Amplify’s M.O. is to create ETFs based on investment strategies from index providers and asset managers focused on distinctive market segments.

YieldShares focuses on income investment strategies and has scored a hit with the YieldShares High Income ETF (YYY), which launched in June 2013 and tracks an index of 30 closed-end funds ranked highest overall based on three criteria: fund yield, discount to net asset value and liquidity. The fund’s distribution yield is 9.86 percent (as of July 31), and it has attracted more than $103 million in assets.

Given the size differential between the two funds, Amplify’s subsuming of YieldShares seems to be a case of the small fish swallowing the big fish. But it’s evidently part of Magoon’s long-range vision for his ETFs.

“Our long-standing goal has been to assimilate the YieldShares brand into our broader buildout of the Amplify platform,” Magoon said in a press statement. “Making YieldShares a wholly-owned subsidiary of Amplify allows the firm to align our product suite with the brands that best represent the underlying strategies.”

He noted that YieldShares will serve as Amplify’s sub-brand of income-oriented investment strategies.

Up next, Amplify has two income-oriented ETFs in registration with the Securities and Exchange Commission: the Amplify YieldShares Prime 5 Dividend ETF and Amplify YieldShares CWP Dividend & Option Income ETF. Both are expected to launch later this year.

Prior to founding YieldShares and Amplify, Magoon handled ETF product development and marketing as president of Claymore Securities (now Guggenheim Investments).