Edward Jones is expanding its platform to attract more high-net-worth (HNW) and ultrahigh-net-worth (UHNW) clients with the launch of a new alternative investment offering and enhanced financial planning services, set to roll out on May 5.
This initiative builds on the firm’s strategic shift toward deeper segmentation of its client base, aiming to capture a greater share of wealth held by affluent investors. In March, Edward Jones introduced its first dedicated private client service targeting U.S.-based high-net-worth investors. Managing Partner Penny Pennington noted at the time that the firm’s growth ambitions depend on tailoring services to the unique needs of different investor segments. “To grow client relationships and assets, we have to meet the expectations of those at the top tier,” Pennington said.
The upcoming alternative investment offering will be available exclusively to clients in Edward Jones’ private client tier, reserved for households with $10 million or more in investable assets. To support the effort, Edward Jones has partnered with CAIS, a leading alternative investment platform serving the independent advisor community. Through this partnership, Edward Jones advisors will gain access to a suite of third-party alternative investment products across asset classes including private equity, private credit, hedge funds, and real assets.
The firm emphasized that it will not be manufacturing these alternative products in-house. While Edward Jones offers proprietary equity and fixed income strategies, the alternatives lineup will come entirely from external managers vetted through CAIS’s platform. This open-architecture approach reflects a growing industry trend among wealth managers seeking to differentiate their offerings for sophisticated clients without taking on the complexities of fund manufacturing.
The move also comes as more wealth management firms reposition their platforms to compete for UHNW households—clients who often demand specialized services, advanced planning strategies, and access to exclusive investment opportunities. Edward Jones is enhancing its private client services to include advanced wealth planning capabilities, such as complex estate structuring, charitable giving strategies, and bespoke trust services.
These planning enhancements aim to complement the new investment options and deepen the firm's advisory relationships with multigenerational family offices and business owners. According to the firm, the advanced services are designed to address the nuanced needs of clients navigating wealth transfer, philanthropic intent, and tax-sensitive investment strategies.
With more than 20,000 financial advisors across North America, Edward Jones remains one of the largest broker-dealer networks serving individual investors. As of December 31, the firm reported $2.2 trillion in assets under care. This scale positions Edward Jones to bring institutional-quality solutions to its private client base while maintaining the personalized service model for which it is known.
The introduction of alternatives marks a significant evolution in the firm's investment platform. For most of its history, Edward Jones has focused on traditional investment vehicles and mass affluent clients. By expanding into private market investments and comprehensive wealth planning, the firm is signaling a broader commitment to serving the complex needs of UHNW households.
The CAIS partnership is expected to streamline advisor access to a wide range of alternative strategies, complete with integrated education, due diligence tools, and operational support. This aligns with Edward Jones’ ongoing investments in advisor training and technology infrastructure, as the firm seeks to empower its advisors to compete more effectively in the HNW segment.
“Many of our clients are increasingly asking for access to the types of strategies they read about in institutional portfolios,” Tipper said. “By offering a curated selection of alternatives, we’re providing new tools to help them manage risk, enhance returns, and pursue their broader financial goals.”
For Edward Jones, the challenge now will be integrating these new capabilities into its existing advisor workflows while maintaining the firm’s high-touch service model. The firm’s advisors—many of whom operate as independent offices within a branch-based structure—will need to balance the complexity of alternative investments and estate planning with the personal relationships that remain central to Edward Jones’ identity.
The firm has not disclosed how many of its advisors will initially gain access to the alternative investment platform or whether specific accreditation or training will be required. However, the emphasis on segmentation suggests that Edward Jones is working to match advisor capabilities with the increasingly sophisticated needs of its wealthiest clients.
This push into the UHNW space reflects a broader trend across the wealth management industry. As competition for affluent clients intensifies, firms are racing to enhance their value proposition beyond traditional asset management. Access to private investments, integrated tax and estate planning, and multigenerational family office-style services are becoming table stakes for advisors aiming to win—and retain—the highest tier of clients.
Edward Jones appears to be stepping into this arena with a phased and deliberate approach, combining platform expansion with advisor enablement and client segmentation. If executed successfully, the strategy could help the firm reposition itself as a more formidable player in the UHNW market while deepening engagement with its most valuable clients.
With trillions of dollars expected to shift across generations in the coming decades, firms that can deliver comprehensive solutions tailored to wealthy families will be best positioned to capture long-term client loyalty. Edward Jones’ latest moves suggest it intends to be one of them.
