BlackRock Innovation

Hi,

I just had an interview with BlackRock, and the interviewer asked me how the firm is innovative. I named new iShares products that differ from their competitors, and also mentioned how much they care about their clients and few other things. However, he said I wasn't specific enough. I've been trying to research exactly how they are innovative but am struggling. Does anyone have ideas or know why exactly they are known as innovative? Any help would be appreciated!

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