Edward Jones is looking to capitalize on growing demand in America’s fourth largest city as it plans to add 54 advisors in Houston by year’s end.

The city is set to play a big role in the firm’s so-called 20/20 plan to boost its headcount from approximately 13,000 advisors to 20,000 advisors by 2020, according to Edward Jones talent acquisition manager Eva Coutermarsh who oversees recruiting in Houston and the Dallas-Fort Worth area. After hiring 94 last year, the firm currently has around 200 advisors in the area, but that is not enough to meet demand, she said.

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