Bank of America operates in wealth management through two businesses: Merrill Lynch and US Trust. In addition, Bank of America operates an online investing platform, Merrill Edge. Together, Bank of Americas brands cater for the entire wealth spectrum, from retail investors to ultra-high net worth individuals. US Trust and Merrill Edge serve US-based customers while Merrill Lynch offers wealth management internationally focusing mainly on serving clients in Latin America.
Merrill Lynch and US Trust have been focusing on organic growth rather than leading an acquisition-focused strategy the most recent notable deal being the 2012 divestment of Merrill Lynchs international wealth management operations.
In 2015 Merrill Lynch announced its new client strategy in serving global clients. Clients in target countries will be served by a specialized team of international advisors who will continue to be based in the US. Merrill Lynch will serve international clients in 29 target markets, with eight core target markets and 21 additional markets.
In 2015 the Global Wealth and Investment Management division, which includes both Merrill Lynch and US Trust, experienced a second consecutive year of declining operating revenues and increasing operating expenses, pushing down profit.
All of Bank of Americas brands have their own standalone presence on social media (outside of Facebook). Merrill Lynch, US Trust, and Merrill Edge have their own Twitter accounts and also have their own channels on YouTube, as well as publishing thought leadership and other content to their LinkedIn pages.
Verdict Financials Super League In-Depth Analysis: Bank of America 2016 is a comprehensive analysis of Bank of Americas wealth management operations. It offers insight into the companys strategy, financial results, and marketing activities. It also covers recent merger and acquisition (M&A) activity, customer targeting, and product innovation.
Insight into Bank of Americas growth strategy.
Overview of the firms organizational structure.
Clear presentation of its geographical coverage and expansion strategy, including M&A activity.
Analysis of the firms financial performance, including comparison with other global wealth managers.
Examination of key target client groups.
Analysis of Bank of Americas service and product proposition and how it is unique compared to those of its competitors.
Review of Bank of Americas marketing and social media activities.
Examine the financial performance and key ratios for Bank of America and its wealth management operations and benchmark this competitor against other global wealth managers.
Explore Bank of Americas recent M&A and growth strategies and their impact on its AUM growth and financial performance.
Understand Bank of Americas client targeting strategies and examine whether these have been successful.
Learn more about Bank of Americas marketing strategy, social media presence, and digital innovations.
Table of Contents
1. Executive Summary
3. Financial Performance
4. Customers & Products
5. Marketing & Advertising
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