1. finance

Bank of America Super League Market Size, Share, Analysis,
Key Trends, Emerging Opportunities, Outlook and Competitive
Landscape
Summary
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.
Synopsis
Verdict Financial's Super League In-Depth Analysis: Bank of America 2016 is a comprehensive analysis of Bank of
America's wealth management operations. It offers insight into the company's strategy, financial results, and
marketing activities. It also covers recent merger and acquisition (MandA) activity, customer targeting, and
product innovation.
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- Insight into Bank of America's growth strategy.
- Overview of the firm's organizational structure.
- Clear presentation of its geographical coverage and expansion strategy, including MandA activity.
- Analysis of the firm's financial performance, including comparison with other global wealth managers.
- Examination of key target client groups.
- Analysis of Bank of America's service and product proposition and how it is unique compared to those of its
competitors.
- Review of Bank of America's marketing and social media activities.
Key Findings
- 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 MandA 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.
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Table Of Content
1. Executive Summary
2. Strategy
3. Financial Performance
4. Customers and Products
5. Marketing and Advertising
6. Appendix
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