Managing Director, Head of Acquisition, Strategic Growth and Retention
Jennifer Auerbach-Rodriguez is on a mission to democratize access to the financial advisory industry.
While most American don't know how to search for a financial advisor, and one-third of affluent Americans aren't currently working with an advisor, research shows that the problems are significantly more pronounced among diverse communities.
Under Rodriguez's leadership, Merrill released a report, "Seeing the Unseen: The Role Gender Plays in Wealth Management." Using techniques such as eye-tracking and heat mapping, the research captured the subtle gender biases that persist in the industry for women. She next launched "Diverse Viewpoints: Understanding Affluence in the U.S.," a series of three studies examining the affluent Black, LGBTQ+ and Latino communities.
And for all consumers, Rodriguez oversaw the launch of a new way to help people find a financial advisor. The research-based digital platform uses an algorithm that connects potential clients with an advisor who fits their engagement preferences, guidance style and personality traits.
According to the bank, since the launch of its advisor match platform, digital leads are up by nearly 100% year-over-year and tens of millions of client assets have been brought on.
Internally, Rodriguez is the executive sponsor of the 7,000-member Women's Exchange, which offers networking, mentorship, client cultivation and professional development for women in wealth management. She also serves on the Merrill D&I Council, as well as its enterprise Investing in Women Council.
Her commitment to equity and social justice extends beyond banking. Rodriguez is a 2022-2023 Aspen Institute First Mover fellow, a premiere group of corporate social entrepreneurs who are innovating at the intersection of business and positive social and environmental change. She is also a 2022-2023 World Economic Forum Young Global Leader, a group of promising leaders under 40 in arts, finance, media, government and business.
