Edward Jones is continuing its concerted push to attract and retain high-net-worth clients, unveiling a slate of new initiatives that include exclusive physical locations, expanded advisor training and support, and a broader range of investment products.
The firm announced Tuesday it will open four new Edward Jones Generations hub spaces, designed exclusively for high-net-worth clients and their families. The first hub opened in Scottsdale, Arizona, in August, with additional locations set for St. Louis this fall, West Palm Beach in October, and Dallas in early 2026.
The opening of new high-net-worth hubs – which parallels an expansion strategy JPMorganChase unveiled in May – are intended to provide what the company describes as a “comfortable, inviting space” for clients to discuss long-term planning and celebrate milestones with their advisors and the Generations team.
“[These] hubs exclusively cater to high-net-worth clients, providing an elevated meeting space and experience tailored to their unique needs and aspirations,” Tom Lewandowski, principal and head of the high net worth segment at Edward Jones, said in a statement on Tuesday.
He added that the spaces are designed to foster deep connections between clients and their advisors.
The Generations offering, which Edward Jones first announced in March and officially launched in May, marks Edward Jones’ first dedicated private client service. It targets individuals with at least $10 million in investable assets, putting the firm in more direct competition with Wall Street’s largest wealth managers.
The service provides access to specialized teams, including external tax and legal professionals, and covers areas such as tax strategies, trust and estate planning, philanthropic advising and business succession planning.
To support this upmarket shift, Edward Jones said Tuesday it is rolling out advanced training and practice management support for advisors working with high-net-worth clients. A new hands-on program will help selected advisors build expertise in advanced planning and complex investment products, with opportunities for external coaching and in-person learning.
“Edward Jones strives to be the premier place to start, grow, optimize and pass on a practice,” Lewandowski said. He noted that the firm is committed to providing advisors with flexibility and resources to support their success.
The firm is also expanding its product shelf for high-net-worth clients, including new exchange funds for tax-efficient diversification, automated managed transitions in its unified managed account program, and an expanded lineup of alternative investments and separately managed accounts. A proprietary equity income SMA and a private donor advised fund for philanthropic clients are also being introduced.
Russ Tipper, principal and head of products at Edward Jones, said the latest product additions “reflect client needs and financial advisor demand.” He added that the firm aims to provide “sophisticated financial products, solutions and personalized experiences for clients with $5 million or more in investable assets.”
The expansion comes as Edward Jones continues to evolve its business model. In recent months, the firm has announced plans to bring overlay management in-house through an acquisition of select Natixis assets, and it has reapplied for a banking charter after a previous attempt in 2020.
Edward Jones has also been going through what looks like growing pains from internal restructuring, including the recent news of job cuts impacting more than 250 home office associates, as well as roughly 550 earlier separations from home office associates accepting voluntary separation plans. A spokesperson for the company told InvestmentNews these changes were part of efforts to streamline operations and build a more effective home office.
With more than 20,000 financial advisors and $2.3 trillion in client assets, Edward Jones remains one of the largest wealth management firms in North America, serving more than 9 million clients across the US and Canada.
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