Leverage Shares has a problem with its newest suite of exchange traded product launches in Europe. Not only are they not leveraged but, as the world’s first physically backed single-stock ETPs, their marketing will have to involve education too.

For example, given the name of the provider, investors might be forgiven for thinking they are another version of the company’s leveraged or inverse ETPs that amplify gains and losses, reset every day and are generally viewed as unsuitable for retail investors.

However, the products promise no geared returns. Instead, they invest directly in the underlying company and, with their launch at $5 per share, their additional sterling and euro share classes, and their offer of big-name companies such as Tesla, they are being aimed straight at European retail investors.