Industry

As robos take over investment management tasks and younger clients demand more services, advisors need to reimagine what they offer.

Judging by day one on social media, you’d think the new Truist brand was a flop. But marketing and branding experts say the name has a lot going for it. What matters most will be how the two banks advocate for the name.

The firm hopes to follow advisors' lead on what's best for their business in its outsourced advisory models, says CIO Burt White.

The firm said this is the first of several new teams it plans to add this summer.

The combined company will be known as Truist, which plays off “trust,” a word the banks’ original names had in common.

The regulator disclosed a transformative rule change, sparking outrage among fiduciary advocates and some advisors.

“When we think about these offerings, there are no hard lines that are drawn here,” said Merrill Lynch boss Andy Sieg.

The rule can only be effective if the investing public accurately understands its implications, says the firms’ chief platform officer.

Tariffs associated with the U.S.-China trade war could cause a bigger than expected adjustment.

Brokers “have become accustomed to this kind of deal structure,” COO Ed Swenson says.