Super League In-Depth Analysis: Bank of America 2016
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 America’s 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 Lynch’s 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 America’s 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.
Reasons to Buy
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 America’s recent M&A and growth strategies and their impact on its AUM growth and financial performance.
Understand Bank of America’s client targeting strategies and examine whether these have been successful.
Learn more about Bank of America’s marketing strategy, social media presence, and digital innovations.
Merrill Lynch Private Banking and Investment Group
Table of Contents
1. Executive Summary
3. Financial Performance
4. Customers & Products
5. Marketing & Advertising
List of Tables
List of Figures
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