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Merrill Advisor Match Transforms the Manner Individuals Discover a Monetary Advisor


Oct 5, 2022

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In the present day, Merrill Wealth Administration launched Merrill Advisor Match, a research-based, digital platform that connects individuals searching for monetary recommendation with a Merrill monetary advisor who most closely fits their preferences and desires.

Mobile screenshots of Merrill Advisor Match
Cell screenshots of Merrill Advisor Match

Knowledge reveals there’s a want for a contemporary method for locating an advisor. A 3rd of prosperous People aren’t working with an advisor at the moment. They cite the next explanation why:

  • 22% say they don’t know how you can discover the appropriate advisor,
  • 14% say reaching out to an advisor is intimidating, and
  • 10% say they will’t discover one who understands their distinctive wants.1

Merrill Advisor Match solves for this want by providing a easy set of inquiries to reply, serving up a customized checklist of advisors and offering the choice for the prospect to digitally schedule a gathering with the advisor of their selection.

“We’ve mixed a century of bringing Wall Road to Foremost Road with a customized digital expertise that takes the guesswork out of discovering the appropriate advisor,” stated Andy Sieg, President of Merrill Wealth Administration. “Merrill Advisor Match is an industry-changing innovation that displays our trendy Merrill technique, serving to to attach extra buyers to recommendation from the perfect advisors within the {industry}.”

In response to a current Merrill survey (hyperlink), prosperous People prioritize working with an advisor who matches their communication fashion (90%) and persona (83%) almost as a lot as one who delivers monetary outcomes (93%).1

The intuitive questionnaire and expertise behind Merrill Advisor Match have been developed and knowledgeable by in-depth interviews, focus teams, and quantitative surveys with advisors and purchasers. The software matches individuals to advisors based mostly on a number of dimensions, together with:

  • Engagement preferences to grasp how a potential shopper wish to meet and work together with their advisor (e.g., frequency of conferences, proximity to advisor, degree of proactivity);
  • Steerage fashion to evaluate potential purchasers’ choice on how they impart with their advisor, obtain suggestions and the way choices are reached; and
  • Character traits to tell the perfect client-advisor pairing (e.g., introvert vs. extrovert, method to drawback fixing).

“Suggestions from household and mates will perpetually be an vital method persons are launched to an advisor. Nonetheless, most individuals who aren’t working with an advisor, 62%, could be the primary of their household to have an advisor relationship,” stated Kirstin Hill, Merrill Chief Working Officer. “For many who don’t have a connection of their private community, Merrill Advisor Match makes use of analysis and qualitative evaluation to interrupt down obstacles to skilled monetary recommendation.”

The brand new software is turning into out there at a time when the demand for monetary recommendation is excessive. The mixture of the worldwide pandemic coupled with probably the most unstable markets in many years, is accelerating the need for prosperous People to seek out an advisor they will belief to assist them obtain their objectives.1

Go to www.ml.com/advisormatch to study extra and full the Merrill Advisor Match expertise.

Selection of advisor doesn’t assure future success. Investing dangers concerned.

Financial institution of America is likely one of the world’s main monetary establishments, serving particular person shoppers, small and middle-market companies and enormous companies with a full vary of banking, investing, asset administration and different monetary and danger administration services and products. The corporate offers unmatched comfort in america, serving roughly 67 million client and small enterprise purchasers with roughly 4,000 retail monetary facilities, roughly 16,000 ATMs, and award-winning digital banking with greater than 55 million verified digital customers. Financial institution of America is a worldwide chief in wealth administration, company and funding banking and buying and selling throughout a broad vary of asset courses, serving companies, governments, establishments and people all over the world. Financial institution of America gives industry-leading help to roughly 3 million small enterprise households by means of a set of progressive, easy-to-use on-line services and products. The corporate serves purchasers by means of operations throughout america, its territories and roughly 35 nations. Financial institution of America Company inventory (NYSE: BAC) is listed on the New York Inventory Alternate.

For extra Financial institution of America information, together with dividend bulletins and different vital info, register for information e-mail alerts.


Julia Ehrenfeld, Financial institution of America
Telephone: 1.646.855.3267
[email protected]


MAP# 4963033


1Concentrix (an unbiased market analysis firm) performed a panel-sample on-line survey on behalf of Financial institution of America/Merrill from July 22 – August 4, 2022. The survey consisted of 1,095 prosperous respondents all through the U.S. Respondents within the examine have been aged 18 to 99, with investable belongings of $250,000 and above. For this goal, investable belongings include the worth of all money, financial savings, mutual funds, CDs, IRAs, shares, bonds and all different sorts of investments akin to a 401(ok), 403(B), and Roth IRA, however excluding main house and different actual property investments. The margin of error is +/- 2.96%, reported at a 95% confidence degree. Utilizing the identical survey, Concentrix additionally oversampled of Black/African American, Hispanic and LGBTQ+ respondents with a purpose to obtain sufficient surveys to make sure a strong pattern dimension for evaluation. The whole pattern sizes of 484 Black/African American, 340 Hispanic and 416 LGBTQ+ have a margin of error of +/- 4.45%, 5.31% and 4.80% respectively.

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