Fidelity is a leading investment firm offering a wide range of financial services including brokerage, retirement planning, and wealth management.
Varies based on services
Best Merrill Alternatives ranked by AI · updated Oct 2026
Merrill provides wealth management, brokerage, retirement, and investment advisory services, primarily through Bank of America’s financial ecosystem. It serves individual investors, affluent households, businesses, and institutions through advisers and online tools.
Developer: Bank of America Corporation
Price: $0 online stock and ETF trades; advisory fees vary
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Top 6 Merrill alternatives
Baird is a financial services firm providing wealth management, investment banking, institutional brokerage, and asset management for individuals, businesses, and institutions. Its...
Pros
- Combines wealth management with investment banking and institutional research
- Offers personalized advice for high-net-worth individuals and families
- Provides retirement, estate, lending, and investment planning services
Cons
- Pricing is less transparent than self-directed brokerages
- Personalized advisory services may require substantial assets
- Less suitable for investors seeking a primarily do-it-yourself platform
Fees vary by account and service
Charles Schwab is a full-service brokerage firm offering a wide range of investment options and financial services.
Pros
- Robust trading platform
- Extensive educational resources
Cons
- Higher fees for some services
- Customer service can be variable
Competitive pricing
4
Morgan Stanley
Morgan Stanley
Morgan Stanley is a global financial services firm offering wealth management, investment banking, institutional securities, and asset management. Its wealth management business...
Pros
- Deep wealth planning and institutional investment capabilities
- Strong access to alternative investments and sophisticated strategies
- Global research and investment banking resources
Cons
- Typically less cost-transparent than online brokerages
- Higher account minimums or fees may apply to some strategies
- Overkill for basic self-directed investing
Fees vary by adviser, account, and service
5
Edward Jones
Edward D. Jones & Co., L.P.
Edward Jones is an adviser-led investment firm serving individual investors through a large network of local offices. It focuses on long-term investing,...
Pros
- Local adviser model is accessible to investors who prefer face-to-face guidance
- Focuses on long-term planning and retirement goals
- Large community-based office network
Cons
- Usually less cost-effective than online brokerages
- Investment choices and tools may be narrower than at larger digital platforms
- Fees and commissions can be difficult to compare across solutions
Fees and commissions vary by account, investment, and adviser
6
UBS
UBS Group AG
UBS is a global financial services firm providing wealth management, investment banking, asset management, and institutional services. It primarily serves high-net-worth individuals,...
Pros
- Much broader international wealth-management platform than Baird
- Deep capabilities for complex, cross-border, and high-net-worth planning
- Global investment banking and institutional research resources
Cons
- Typically targets larger accounts and more complex needs
- Higher complexity and potential costs than retail brokerages
- Less accessible for smaller or self-directed investors
N/A; fees vary by service and account
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