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Edward Jones, a Fortune 500 firm, provides financial services for individual investors in the United States and, through its affiliate, in Canada. Every aspect of the firm’s business, from the types of investment options offered to the location of branch offices, is designed to cater to individual investors in the communities in which they live and work. The firm has more than 19,000 financial advisors who care for more than 7 million clients with more than $1.2 trillion in assets under care. A partnership owned by more than 24,000 limited partners and 454 principals, Edward Jones is the nation’s largest financial services firm in terms of financial advisors and branch offices.

Emery Skolfield

Edward Jones Principal, Marketing - Client Attraction

Award Category
Broker-Dealers (1,000 Advisors or More)>Technology
Client-centric Web and Mobile Apps

We built a re-imagined digital platform—using easy-to-understand, interactive and transparent tools— empowering clients to manage their financial lives with confidence. We designed the online and iOS and Android mobile-app platforms using extensive qualitative and quantitative research including: 150 in-person client interviews, surveying 3,000 investors, 12 two-week design-thinking sprints (8-12 clients per sprint), and six months observing interactions at branch offices nationwide. Research revealed setting and tracking long-term goals as clients’ top priorities. The platform allows clients to monitor retirement-goal progress in real time and collaborate with their financial advisors regarding new goals, milestones and lifestyle tradeoffs. It strengthens the financial advisor-client relationship by empowering advisors to have more meaningful client conversations, tracking the outcomes and encouraging deeper interaction between client and financial advisor.

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