Edwards Jones targets next-gen investors with hybrid investment advisory platform

Edward Jones is rolling out its Digital Managed Solutions hybrid advice offering, which the brokerage giant says is aimed squarely at next-generation investors.

Digital Managed Solutions is targeted at investors earlier in their financial journeys, according to Edward Jones, which highlighted milestones such as starting a family, buying a home or inheriting wealth. Offered direct to consumers, the technology combines a digital investment advisory platform and self-serve financial tools with access to human guidance, the company said in a statement.

The investment advisory platform is now available to a small group of Edward Jones associates, the company said Tuesday, with an initial focus on testing, developing, and getting familiar with the technology. The platform will be available more broadly in mid-2027, Edward Jones added.

"Younger investors are redefining financial fulfillment, and Edward Jones is focused on meeting them where they are by developing an offering that will empower clients to navigate financial decisions with confidence," said Ryan Robson, a principal at the firm, in a statement. "We believe this model will help younger investors – and any investors who value a hybrid advice experience – to start earlier, stay consistent and build flexible financial strategies that evolve with their lives."

A recent study by Gallup conducted in partnership with Edward Jones found only 5% of Gen Z and 10% of millennials are financially fulfilled. The research also found that financially fulfilled adults are more likely to call on professional guidance. Some 60% of financially fulfilled guidance-seekers in the U.S. have worked with a professional financial advisor, the study found, compared with 33% of “financially conflicted” adults and just 14% of “financially stressed” adults.

Hybrid advisory models have been used in different parts of the financial advice industry. Earlier this year, for example, US Bancorp Advisors rolled out a hybrid wealth offering aimed at emerging affluent investors.

Edward Jones has also been ramping up its efforts around workplace retirement plans. In June the company announced the addition of J.P. Morgan Asset Management and T. Rowe Price to its retirement plan offerings, as well as expanded offerings from Manulife John Hancock Retirement, Transamerica’s Advisor Series, Capital Group's SIMPLE IRA Plus, and Empower's Pre-Packaged Retirement Plan.