Edward Jones is entering the hybrid advice arena with a new offering designed to capture the attention of younger investors. The firm announced Tuesday that its Digital Managed Solutions platform is now being tested by a select group of associates, with a broader rollout scheduled for mid-2027. The platform combines a digital investment advisory system with self-service financial tools, while still providing access to human advisors when needed.
The move comes as research indicates that only 5% of Gen Z and 10% of millennials feel financially fulfilled, according to a Gallup study conducted in partnership with Edward Jones. The same study found that financially fulfilled adults are more likely to seek professional guidance, with 60% of fulfilled guidance-seekers having worked with a financial advisor, compared to 33% of those who are financially conflicted and just 14% of those who are financially stressed.
Ryan Robson, a principal at Edward Jones, said in a statement that the firm is focused on meeting younger investors where they are. "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," he said.
The platform is aimed at individuals who are earlier in their financial journeys, such as those starting a family, buying a home, or inheriting wealth. By offering a hybrid model, Edward Jones hopes to appeal to investors who want the convenience of digital tools but also value the reassurance of human advice.
Hybrid advisory models are not new to the industry. Earlier this year, US Bancorp Advisors launched a similar hybrid wealth offering targeting emerging affluent investors. The trend reflects a broader shift toward blending technology with personalized service to meet changing client expectations.
Edward Jones has also been expanding its retirement plan offerings. In June, the company added J.P. Morgan Asset Management and T. Rowe Price to its retirement plan lineup, along with expanded options from Manulife John Hancock Retirement, Transamerica's Advisor Series, Capital Group's SIMPLE IRA Plus, and Empower's Pre-Packaged Retirement Plan. These moves are part of a broader strategy to strengthen its presence in the workplace retirement space.
The launch of Digital Managed Solutions comes at a time when many firms are investing in digital capabilities to attract younger clients. A recent Betterment survey found that 52% of Gen Z investors have diverted funds to sports betting, highlighting the need for engaging financial tools. Edward Jones's hybrid approach may help address this by offering a more interactive and flexible investment experience.
While the platform is currently in a testing phase, the firm's long-term vision is clear: to create a scalable solution that can serve a new generation of investors. As the financial advisory industry evolves, hybrid models are likely to become more prevalent, and Edward Jones is positioning itself to be a key player in this space.
