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  5. Merrill Lynch: Client Engagement Workstation: The Reimagined Advisor Desktop

Merrill Lynch: Client Engagement Workstation: The Reimagined Advisor Desktop

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8 March 2021
Ashley Longabaugh

Winner of the Celent Model Wealth Manager 2021 Award for Emerging Technology

Abstract

The Client Engagement Workstation (“CEW”) from Merrill Lynch (“Merrill”) is the winner of Celent’s 2021 Model Wealth Manager Award for Emerging Technology. The advisor workstation enables advisors to provide holistic, personalized service and advice to their clients as efficiently as possible across devices. The workstation includes Merrill’s virtual assistant, “Erica,” and new “Client Insight” alerts. Merrill was able to create a digestible and hyperpersonalized workstation founded on an Agile, iterative approach. CEW was implemented incrementally with a phased delivery approach over the course of three years.

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