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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.

But the new rules may be a boon for some fintech firms.

Fee pressure and improvements in data and analytics are among the leading issues the industry faces today, executives say.

The barriers for firms to enter into multiple financial services has dropped significantly and digital advisory firms are taking advantage.

Elizabeth St-Onge is a partner in Oliver Wyman’s financial services practice in New York.

A Financial Action Task Force note on digital asset oversight is “one of the biggest threats to crypto today,” a research executive said.

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