Edward Jones vision of 20,000 brokers a tall order | Reuters

Edward Jones vision of 20,000 brokers a tall order
| Reuters

"Our industry tends to disparage investors with $100,000, but we think that's a pretty attractive opportunity," Weddle said. Even among brokers with at least 10 years in service at Edward Jones, the average household had $187,000 in assets.
But, with such small accounts, reaching the goal of $1 trillion in client assets means the firm needs to bring in a lot of new clients and convince existing ones to do more business.
Edward Jones hopes to tap into trillions of dollars from 79 million Baby Boomers heading into retirement age who may want help managing money from pension and workplace savings.
The firm estimates 40 million Boomer households fit the profile of its core customer: a conservative, long-term investor who wants to work with a trusted adviser. Capturing a fraction of that group would help the firm meet its goals, Weddle said.