Edward D. Jones is taking a decisive step toward serving ultra-high-net-worth clients by expanding its financial planning services and offering access to alternative investments. As reported by AdvisorHub, the brokerage firm announced a partnership with CAIS, a platform known for providing private market investments to retail clients, allowing Edward Jones to market private equity, private credit, and real estate opportunities to clients with at least $10 million in investable assets.

This initiative officially launched on May 5 for clients participating in Edward Jones' recently established "Generations" advisory program. AdvisorHub previously reported Generations caters to affluent clients by offering access to specialized home office teams and external advisors from firms such as EY and Husch Blackwell, providing guidance on tax strategy, trust and estate planning, philanthropy, and business succession.

Long associated with community-based brokers who built books of business through personal outreach, over the past five years, Edward Jones has intensified its efforts to move up-market. This strategy mirrors the tactics of private banks and major wirehouses, including the adoption of team-based practices, discretionary portfolio management, and access to separately managed accounts and banking products. However, the firm has sought to assure its advisors that it remains dedicated to serving its traditional client base.

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