Vanguard's VIG ETF outperforms ProShares' NOBL with lower fees and higher returns over 10 years.

ProShares' NOBL ETF focuses on S&P 500 companies with 25+ years of dividend increases, offering durability and a 2.05% yield but charges a high 0.35% fee. Vanguard's VIG ETF uses a looser 10-year dividend growth screen, charges just 0.04%, and has delivered 88 percentage points higher total returns over the past decade. VIG includes faster-growing companies and leans more into tech, which boosts returns but adds risk. Investors prioritizing long-term compounding may prefer VIG for its cost efficiency and returns, while those valuing recession-tested dividend durability might stick with NOBL despite its higher fees.