Personal service to the individual is of utmost importance. The branch-office business model allows financial advisors to discuss individual investment needs on a one-on-one basis and partner with clients for the long term to help keep them on track toward their goals. Today, 70% of the branch offices are in metropolitan areas. The firm’s investment philosophy – investing for the long-term in quality investments aligned with goals and risk tolerance – appeals to serious, long-term individual investors.
Edward D. Jones Sr. founded the firm in 1922. After working a rural territory in Missouri and Illinois, Ted Jones, the founder’s son, positioned the firm in the increasingly competitive marketplace as a specialist in providing investment advice to individual investors.
In the 1970s, though, firm leaders realized the appeal of Edward Jones was not based on geography. Rather, the firm appeals to a certain kind of investor anywhere. In the 1980s, the firm began expanding into metropolitan areas, starting with Chicago and Dallas. Today, more than 70% of Edward Jones branch offices are in urban and suburban markets.
Although the firm’s size has changed, its set of business principles retains the same focus. First, the firm serves just one client: the serious, long-term individual investor. Second, the firm’s investment philosophy emphasizes quality and a well-balanced portfolio. Finally, it fosters an environment that greatly values personal relationships. Thus, the Edward Jones brand appeals to a careful and considerate kind of investor who prefers a long-term relationship with his or her financial services firm.
Growth has transformed Edward Jones from a firm with only 304 branch offices in 1980 to a North American presence of nearly 15,000 offices. To support this growth, the firm created a nationally recognized training program for its financial advisors. The firm continues to place these well-trained financial advisors in communities where they can serve the needs of individual investors.
Penny Pennington, Managing Partner