June 2015: Advisor Profile Pages

This Broker Monitor Report reviews financial advisor profiles or homepages provided by each full-service brokerage in our coverage group:

  • Ameriprise Financial
  • Raymond James
  • Edward Jones
  • RBC Wealth Management
  • Merrill Lynch Wealth Management
  • UBS
  • Morgan Stanley Wealth Management
  • Wells Fargo Advisors

As in previous reports, we review multiple advisor homepages throughout the country to ensure a proper sample. For this report, we review three advisor homepages in each of three major U.S. cities – New York, Chicago and Los Angeles – with a total of nine homepages reviewed for each firm. For this cross-sectional sample, we primarily reviewed individual advisor pages; however, we also took team pages into consideration. Some firms allow considerable variation and customization features for their advisor homepages. It is important to note that we could not survey an exhaustive sample of advisor pages at each firm, so the reviews and analyses in this report are based off of a representative survey only.

In the course of our review, we found that offering profile pages for financial advisors is a standard practice within the full-service brokerage industry, with seven of eight firms in this report offering individual advisor homepages. Most firms also provide separate team or branch homepages. While 63% of firms link to individual advisor homepages from the team pages, only two allow users to access team pages directly from an individual advisor’s profile. Basic contact details, such as branch address, phone number and advisor photo, are included by all firms.

Additional key findings include:

  • 75% of firms allow clients to request a meeting, a call or general info from advisor page
  • One firm provides advisor-specific photos or albums; similarly only one firm offers a “guestbook” feature
  • 38% of firms allow prospective clients to email or share advisor’s profile page