Edward Jones hosts 500-plus at second innovation summit

Edward Jones hosted more than 500 financial professionals at WashU’s Knight Center this week for the second annual Edward Jones Ventures Innovation Summit. The gathering brought together employees of the St. Louis-based wealth management firm with executives from Blackstone, BlackRock, and several startup founders.

Greg Robinson, an Edward Jones partner who leads the firm’s venture capital division, stated that the company deliberately holds the event in St. Louis to position the city as a hub for financial innovation. He said the firm aims to make this presence durable by continuing to prioritize the local ecosystem.

The summit featured several companies in which Edward Jones has already invested. These included Vanilla, a Bellevue, Washington-based platform for estate planning; Waterlily, a San Francisco-based tool for predicting long-term care costs; and Carefull, a San Francisco-based service that helps protect older adults from financial fraud.

Aron Matsuyama, an advisor in Huntsville, Alabama, cited a recent client with over $10 million in assets and no estate plan as a reason for his interest in Vanilla. He noted that the majority of families lack such documents and that the new software should streamline the process. The platform is scheduled for a broader rollout to advisors early next year.

Other startups, such as Flock Homes and Capintel, also presented their products. Shawn Fowler, an advisor in Auburn, Washington, expressed interest in Flock Homes because it offers a tool for managing rental real estate portfolios. He said he was pleased that Edward Jones proactively seeks opportunities to improve his daily workflow.

Meilii Gensler, the firm’s managing director of client segments and innovation, explained that the company pairs portfolio founders directly with financial advisors. She said this direct access to field experience helps founders build products that reach market fit faster.

Todd Rovak, co-founder and CEO of Carefull, said Edward Jones’ investment guides his company’s roadmap by clarifying what to build next. He noted that the firm’s large client base of nine million people provides a clear direction for development. Rovak, a St. Louis native now living on the West Coast, said the investment serves as a strong signal to the rest of the industry.

Robinson said the firm has no plans to move the summit and expects it to expand in future years. He noted that portfolio companies from various cities spend considerable time in St. Louis due to the firm’s local operations, and he hopes some will eventually open offices in the Gateway Region.