Edward Jones has launched a new private client service, Edward Jones Generations, targeting individuals with at least $10 million in investable assets. This strategic shift marks a significant expansion beyond the firm’s traditional Main Street clientele, positioning it to compete more directly with established wealth management giants like Morgan Stanley and UBS. 

The new offering delivers a suite of high-touch services, including access to alternative investments, trust and estate planning, business succession strategies, and collaborative tax and legal advising with partners like EY and Husch Blackwell. 

In addition to personalized planning, clients will benefit from dedicated teams and access to lending, cash management, and sophisticated portfolio construction support. The move aligns with Edward Jones’s broader strategy to evolve its business model, including the promotion of team-based advising and a strong emphasis on advanced certifications like the CFP designation. 

Finsum: Be sure to think about how your firm can support the types of clients you are seeking.