Earlier this year, Morgan Stanley launched a program that aims to remotely pair all of its executive relationship managers with advisor teams by 2023. The stated goal is to convert more corporate executives into brokerage clients.

The program creates a virtual service team that can give better advice to executives. Morgan Stanley also is making changes to its marketing materials, the research it delivers to corporate clients, and the factors it uses to match advisors with prospects from its workplace channel.

So far, the firm has paired relationship managers with only a handful of advisor teams with different sets of expertise, according to a senior Morgan Stanley executive.

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