Title: Merrill Lynch
|Date:||May 23, 2015|
|Length:||2 / 480|
|No of views:||0|
|Essay rating:||good 0, average 0, bad 0 (total score: 0)|
With the increased flow of financial information to investors, many investors felt they no longer needed to pay such a premium for a full-service broker like Merrill Lynch.
Up to this point, the average Charles Schwab customer was 45 years old, with 95,000 average income, and about $100,000 in assets...
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This was compared to Merrill Lynch's average customer, which before the launch of Integrated Choice, had customers that tended to be older (53 yrs), and more affluent (> $100,000 in assets). Merrill Lynch's sweet spot was its priority clients which averaged 60 years of age with net assets of $650K. However, as Charles Schwab started aggressively targeting more affluent individuals with its technology and reduced trading rates, they started attracting the more affluent investors that would typically sign with a full-service firm...
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