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Innovator ETFs has launched dual directional buffer funds designed to flip the script on market downturns. DDTS and DDFS aim to generate positive returns when the S&P 500 falls within their buffer zones (10% and 15%, respectively), while participating in market gains up to predetermined caps. These ETFs seek to democratize sophisticated institutional strategies, offering advisors daily liquidity, lower fees, and tax efficiency in an accessible wrapper that makes defined outcome investing available across client bases.