Digital Banking
Merrill Wealth Management intros financial advisor platform
October 19, 2022
Merrill Wealth Management has introduced Merrill Advisor Match, a platform that matches customers with a financial advisor. The platform offers a set of questions for people to answer and then provides a list of advisors that meet those criteria, according to a press release.
In particular, the tool matches people based on their engagement preferences, guidance style and personality traits.
"Recommendations from family and friends will forever be an important way people are introduced to an advisor. However, most people who aren't working with an advisor, 62%, would be the first in their family to have an advisor relationship," Kirstin Hill, COO, Merrill, said in the release. "For those who don't have a connection in their personal network, Merrill Advisor Match uses research and qualitative analysis to break down barriers to professional financial advice."
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