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Merrill Edge

merrilledge.com

Merrill Edge is an electronic trading platform and investment advisory service provided by Bank of America that offers a streamlined ecosystem for retail investors to manage stocks, ETFs, options, mutual funds, and bonds. Launched in 2010 to serve the mass affluent market, the service provides three primary engagement tiers: a self-directed brokerage with $0 commissions, a professionally managed "Guided Investing" robo-advisor, and an advisor-led model for more personalized financial strategy. A core component of its business model is the seamless integration with Bank of America’s banking services and Preferred Rewards program, allowing clients to consolidate their wealth management and daily banking through a unified digital interface while accessing institutional-grade insights from BofA Global Research.