BofA’s Merrill Edge: Excellence in Hybrid Investment Advisory Models US 2025

Bank of America’s Consumer Investments platform has become a leader in hybrid investment advisory services through a scalable model that blends digital innovation with personalised guidance. Its robust platform offers clients the flexibility to invest independently with Merrill Edge Self-Directed, through Merrill Guided Investing, its robo-advisory solution, or in Merrill Guided Investing with Advisor, which offers collaboration with advisors. The integration of Merrill Guided Investing and Merrill Guided Investing with an Advisor allows clients to benefit from a goal-oriented, high-tech, and high-touch approach. This multi-tiered model addresses a wide spectrum of financial needs, ensuring accessibility for first-time investors while offering tailored solutions for sophisticated clients. As part of the Bank of America ecosystem, clients enjoy seamless integration of their investments with banking services, enhancing the proposition. Features such as real-time transfers, holistic account visibility, and tiered rewards contribute to an elevated experience. Investment in proprietary technologies and the development of income-oriented portfolios reflect Merrill Edge’s ethos. With 4 million client accounts and over $500bn in assets, the Consumer Investments platform demonstrates scale and adoption. Emphasis on financial literacy through Better Money Habits and goal tracking via Life Plan reinforces its commitment to inclusion. Clients benefit from commission-free trading and no minimum investment requirements, underscoring the platform’s dedication to democratising access. In addition, the firm’s continuous innovation, supported by internal development and a vast adviser network, positions it as a benchmark in hybrid financial services. The Capital Finance International (CFI.co) Judging Panel congratulates Bank of America’s Merrill Edge on winning the 2025 award for Excellence in Hybrid Investment Advisory Models (US).