Edward Jones Enhances Client Experience With New Services and Opportunities
In a landscape where trillions of dollars are expected to shift across generations, financial services firm Edward Jones is launching into a transformative new chapter. As it celebrates over a century of growth, the firm has made significant strides in reaching out to diverse client segments, enhancing its product offerings and ensuring its financial advisors are better equipped to meet client needs.
A New Focus on Client Segmentation
Edward Jones has introduced
Edward Jones Generations™, a dedicated service tailored for high net worth individuals. This initiative aims to cater specifically to affluent clients through bespoke products and services that suit their unique financial circumstances and aspirations. The firm recognizes that tailored services are essential when navigating complex financial landscapes.
Elevating Professional Standards with CFP Certification
In its commitment to elevate the expertise of its primary resource—its financial advisors—Edward Jones has invested heavily in professional development. It’s noteworthy that Edward Jones holds the distinction of being the leader in
CERTIFIED FINANCIAL PLANNER® (CFP®) certification among its advisors. As of April 2025, more than
5,000 colleagues have achieved this prestigious designation, marking a significant milestone in a bid to provide clients with the highest level of financial planning expertise.
Enhanced Financial Planning through Technology
The firm has also recognized the power of technology in transforming client experiences. Through its integration with
Envestnet | MoneyGuide, Edward Jones advisors are now equipped with advanced financial planning software. This tool allows for deep client discovery, enabling advisors to deliver personalized advice aligned with their clients' goals. Internal research indicates that clients who engage with MoneyGuide report increased confidence and satisfaction in their financial planning journeys.
Expansion of Banking Services
As part of its broader strategy, Edward Jones is taking steps to enhance its service offerings by entering the banking sector. The firm has applied for a charter to establish
Edward Jones Bank in Utah, pending approval from both the
Federal Deposit Insurance Corporation (FDIC) and the
Utah Department of Financial Institutions (UDFI). Should the application be successful, this new banking entity will complement the retail banking products set to launch later this year, thereby adding another dimension to its service catalog.
Organizational Changes to Support Growth
To steer the firm through this exciting new phase, Edward Jones has announced a series of organizational changes effective June 2025. Key leadership roles are evolving to bolster the firm’s focus on wealth management and operational efficiency:
- - David Chubak steps into the role of Head of Wealth Management Field Management.
- - David Gunn retains leadership of the Canada Business Unit, adding responsibilities for the U.S. Business Unit.
- - Kristin Johnson, formerly the Chief Transformation Officer, will now serve as Chief Operating Officer.
- - Andy Miedler continues as Chief Financial Officer, gaining oversight of Data and Digital teams.
- - Frank LaQuinta, Head of Digital, Data, and Operations, is set to retire at the end of 2025, marking the conclusion of a significant ten-year tenure.
Vision for the Future
This multi-faceted evolution not only highlights Edward Jones' responsiveness to market demands but also reinforces its core mission: improving the financial well-being of its clients, colleagues, and the communities they serve. With approximately
20,000 financial advisors overseeing more than
9 million clients and managing a staggering
$2.2 trillion in assets as of December 31, 2024, Edward Jones is positioning itself as a leader in providing meaningful financial advice and services.
As Edward Jones embarks on this ambitious journey, its ongoing commitment to enhancing the client experience, investing in professional development, and expanding its service portfolio will undoubtedly resonate with clients across North America, making it the go-to destination for quality financial support.