Merrill Edge, Bank of America’s investing service targeted to smaller-asset clients, has notched more than $200 billion in assets under management, according to the bank.
That figure is up 54% over the past three years, according to the company, and comes at a time when Bank of America has plans to further expand Merrill Edge’s reach.
The
Bank of America has also introduced a redesigned mobile app, allowing users to trade stocks, ETFs, mutual funds and more. It also allows 100 free trades per month depending on the depth of the client relationship. The company’s robo advisor, Merrill Edge Guided Investing, is also part of its expansion plans.
Executives see a lot more runway for the bank’s Merrill Edge service. Dean Athanasia, president of small-business banking and co-head of consumer banking,
Bank of America serves about 67 million consumer and small business clients, according to the company.
Of course, Bank of America isn’t the only company to expand its technology-enabled offerings aimed at smaller investors.
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Fintechs are pitching new tools to plan providers claiming they can lower 401(k) costs.
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Broker-dealers and financial advisors pay a steep penalty for failing to keep up with digital trends.
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The new tool will incorporate analysts’ past decisions and data, and extend their approach to funds not currently covered.
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These and other moves occur against a backdrop of increased competition from robo advisor startups that target smaller investors with streamlined interfaces and low cost investments. Long established wealth management firms and banks are experimenting with a number of approaches to attracting such clients, such as
Traditional wealth management firms and banks have also looked to the startups for new talent in order to revamp existing operations. Morgan Stanley, for example, recently
