Merrill: Preference-Based Advisor Match

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30 March 2023

Winner of Celent Model Wealth Manager 2023 Award for Personalization


Merrill Advisor Match uses a preference-based matching formula to personalize the way prospective clients find, research, review, and connect with Merrill financial advisors who meet their needs. Merrill continues to expand its suite of digital offerings, this time with a revamped client-advisor matching tool that builds on the work of its predecessor. The company has upgraded the match criteria from location-relative to multifaceted behavioral-based for a truly dynamic matching experience, democratizing access to financial advice and planning in ways never done before. The match logic uses an online questionnaire consisting of quantifiable key decision-making factors, such as financial goals, engagement preferences, communication and guidance styles, and personality compatibility, which provides clients with a list of tailored matches.

Merrill Advisor Match has built an end-to-end platform that seamlessly integrates with the advisor workflow. This modern and fully digital apprach to connecting prospective clients with financial advisors earns this award through its use of multidimensional data criteria and a proprietary algorithmic model to skyrocket the effectiveness of a digital lead, turning it into a warm lead that can build a lasting relationship.