U.S. Broker/Dealer Marketplace 2020

The Increasing Impact of Culture

Grow Marketshare in the B/D channel

  • Understand the competitive landscape that exists in the B/D marketplace
  • Identify opportunities and threats to marketshare, and benchmark growth and operating performance among B/Ds
  • Uncover insights into cross-channel advisor movement and understand why B/Ds are retaining or losing advisor headcount
  • Learn about the most compelling distribution opportunities for asset managers
  • Gain insight into top distributors’ strategic direction, needs, challenges, and opportunities
  • Explore firm-specific insights to augment wholesaling strategies


US Broker Dealer Marketplace 2020 Details

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Jeremy Fodaski

Jeremy Fodaski

Account Manager


Explore the factors impacting the B/D marketplace and its sales channels. The analysis focuses on key trends in the marketplace and outlines the greatest opportunities and challenges that B/Ds face.

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Each report is lead authored by a senior Cerulli analyst with significant industry experience. The report incorporates qualitative and quantitative inputs, based on Cerulli’s proprietary research process. For more on our research process, click here.

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A Note From the Author

The Greatest Threat to B/D Firms? Advisors

Michael Rose

Michael Rose

Associate Director

Bio →

Michael Rose

Michael Rose

Associate Director

As associate director of the Wealth Management practice, Michael is responsible for researching trends within the wealth management industry that impact broker/dealers. In this capacity, he regularly engages with key constituents that comprise the wealth management ecosystem, including investors, financial advisors, financial institutions, and technology providers, in order to measure key market characteristics and to advise financial institutions. Michael also collaborates with his Cerulli colleagues in support of the firm’s broader research into the wealth management industry.

Prior to joining Cerulli, Michael spent eight years working as a financial advisor, providing comprehensive wealth management services to high-net-worth individuals and families. Prior to his role as a financial advisor, Michael served as a research analyst for IDC, where he was responsible for researching trends within the technology industry and advising senior business executives on product strategy.

Full biography here.

Wirehouse advisors are 124% more productive than the average advisor, finds Cerulli. The channel experienced an 18.8% year-over-year increase in the productivity rate of its advisors, which grew from $147 million per advisor at year-end 2018 to $175 million per advisor at year-end 2019.

Yet, as the registered investment advisor (RIA) channel continues to mature and more third-party providers emerge to support RIAs in these areas, Cerulli expects the advantages for wirehouses will diminish over time. Therefore, to remain competitive, wirehouse firms should identify the motivating factors for advisor defections and shore up areas of limited advisor satisfaction. 

Learn more in The Cerulli Report—U.S. Broker/Dealer Marketplace 2020: The Increasing Impact of Culture.


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