developed an effective strategy that it called “Total Merrill.”
The company’s value proposition: to provide for all the fi -
nancial needs of its high-net-worth customers – those with
liquid fi nancial assets of more than $250,000 – through retirement.
While a lot of brokerages cater to people with a high
net worth, they focus on asset accumulation before retirement.
Merrill’s view is that as baby boomers age and move
from the relatively simple phase of accumulating assets to
the much more complex, higher-risk phase of drawing cash
from their retirement accounts, their needs change. During
this stage, they will want to consolidate their fi nancial
assets with a single trusted partner that can help them fi g