Customers are much less discriminated by their amount of assets under the firm’s management. All customers can get a service from individual broker, although more and more companies increasing the requirement for it, for example, Merrill Lynch provide the traditional personal service by a single broker only to the customers with assets over $500,000. Customers of Edward Jones are offered longer-term, more stable, and less risky products. The firm spends their money for developing its FAs and strengthening the relationship with the local community. Even though its brokers had been prohibited from having a computer in their office until recently, Edward Jones has invested huge amount of capital in its information and operating systems for better
