• Sun. Nov 28th, 2021

Merrill Lynch rolls out new mobile app for advisors

ByCindy J. Daddario

Sep 29, 2021

Merrill Lynch announced on Wednesday the deployment of a new mobile application allowing its advisers to access all of their advisor dashboard information on a desktop computer via a smartphone.

The ‘mobile advisor experience’, or ‘MAX’ for short, is automatically available on all advisors’ work phones as a customizable mobile dashboard to access frequently required customer information, such as client reports. wealth planning, investment proposals, asset allocation, performance, balance, available funds and gain-loss activity.

The app includes Salesforce integration for advisors to interact with clients while creating notes and tasks visible to the entire consulting firm.

“We have access to almost anything we want on our phones, so there’s no reason a financial advisor shouldn’t have their practices, information, and client information on their phones,” he said. said Kabir Sethi, head of digital wealth management for Merrill. and Bank of America Private Bank.

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Merrill gave InvestmentNews a demo of the application. It’s designed for an advisor to choose which tools are presented first, whether it’s a calendar, today’s meetings, or customer reviews.

MAX by Merrill Lynch: mobile advisor experience

A sharing feature is also available so advisers can send compliant email, text or social content by simply clicking on the “email” or “socialize” tabs in the app, said Michael Lestina, director of Merrill Lynch which manages the mobile, social and collaboration strategy. .

Advisors can even connect the app to an Apple TV and use their smartphone as a remote to present a report during a client meeting. “Advisors have the ability to share reports across multiple devices with no internet or WiFi required,” Lestina said. “It’s direct device-to-device communication. ”

The ability to make text and video calls to customers as well as voice integrations to use Bank of America’s artificial intelligence assistant Erica will be rolled out next year, Sethi said.

The launch of Merrill’s MAX app is the latest digital innovation that Merrill rolled out last year for its advisor network. In March, Merrill launched Digital Wealth Overview for advisors to send commented and personalized videos for client accounts.

Last summer, the wirehouse launched Personal Wealth Analysis just two months after unveiling its technology-driven workstation, Client Engagement Workstation, a custom browser-like platform for financial advisors to manage and connect with. their customers.

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