BlackRock vs. Edward Jones: what’s the difference?

1 min readLast updated May 31, 2024by Unbiased team

Compare BlackRock's global, tech-driven investments for institutions with Edward Jones' personalized advisory services for individuals, highlighting differences in strategies, audiences, fees, and customer service.


  • BlackRock is the second-largest shareholder in Apple, with 1,043,713,019 or 6.7% shares. 

  • The company has taken a strong stance against climate change, aiming for a net zero-carbon economy by 2050. 

  • Edward Jones was established in 1922 and now has more branches than any other firm in the United States. 

  • Edward Jones is listed as a Fortune 500 company and offers tailored advice to individual investors and small businesses. 

Edward Jones vs. BlackRock: what’s the difference?   

Edward Jones and BlackRock are significant players in the financial services industry but serve different roles. Edward Jones is a financial advisory firm focusing on personalized financial services for individual investors and small businesses. This Fortune 500 firm offers tailored advice through its financial advisors, who guide clients on investments and retirement planning. Edward Jones fees can include commissions and service charges, reflecting their hands-on advisory approach. 

On the other hand, BlackRock is a global investment management firm known for its asset management services, targeting large institutions, sophisticated investors, and wealth managers. It offers products like mutual funds and ETFs, with fees varying depending on the investment product. 

What are BlackRock and Edward Jones’ specific investment strategies?  

BlackRock and Edward Jones have distinctive investment strategies. BlackRock financial advisors focus on diversified, large-scale investments, utilizing advanced technology and data analysis to manage risks and optimize returns at a global scale. Their strategies include indexing, active management, and alternative investments, aiming for broad market exposure and efficacy. 

Edward Jones, however, emphasizes personalized investment plans tailored to individual clients' and small businesses' financial goals and risk tolerance. Edward Jones’ financial advisors create diversified portfolios, often including mutual funds, stocks, and bonds, with a long-term, relationship-driven approach. 

What fees can I expect from BlackRock and Edward Jones?  

Investors with BlackRock can expect fees tied to the firm's specific investment products, such as expense ratios for mutual funds and ETFs, which cover management and operational costs. Blackrock fees may also include trading fees and commissions, depending on the brokerage. 

Edward Jones's fees are based on the advisory services provided. These can include commissions on trades, asset-based fees for managed accounts, and service charges for account maintenance. They may also impose inactivity fees and other non-trading fees. Here's a glance at the three account types and associated costs at Edward Jones: 

Select Account 

  • A hands-on account where the client chooses investments and how to make changes. 

  • Commissions and sales charges with investment transactions. 

  • Commissions generally range from 0.75% to 5.75%. 

  • Potential for third-party internal expenses. 

  • There is no account minimum, though a minimum purchase amount is required on some investments. 

Guided Solutions 

  • The investor and financial advisor build and maintain an account within the asset allocation guidance. 

  • An Annual Program Fee of 1.35% or lower. 

  • Potential for third-party internal expenses. 

  • Varying minimum amounts, dependent on the account type (Fund or Flex Accounts). 

Advisory Solutions 

  • The investor and advisor select a portfolio model, and the financial advisor manages it. 

  • Annual Program Fee of 1.35% or lower. 

  • Annual strategy fee of 0.09% or 0.19%. 

  • SMA manager fees. 

  • Potential for third-party internal expenses. 

  • Varying minimum amounts are dependent on the portfolio model selected. 

Regardless of the firm, investors should anticipate various fees, including trading, commissions, and other account-related charges.

Is BlackRock or Edward Jones better? 

BlackRock and Edward Jones each have strengths based on investor needs. BlackRock is a global asset manager specializing in broad, diversified investments catering to institutional clients and experienced investors. Edward Jones focuses on personalized financial advisory services for individuals and small businesses, emphasizing long-term relationships and tailored investment strategies. 

Below is a list of the pros and cons of each firm: 

Pros of BlackRock 

  • BlackRock employs advanced technology and data analytics. 

  • They offer a wide range of investment products (e.g., ETFs and mutual funds) and other financial products. 

  • BlackRock has a global market reach. 

Cons of BlackRock 

  • BlackRock's service is less personalized. 

  • The firm is primarily suited for large-scale, experienced investors. 

Pros of Edward Jones 

  • Edward Jones adopts a client-centric approach to advisory services and offers personalized financial advice. 

  • They believe in developing strong client-advisor relationships. 

  • Their focus is on individual and small business clients. 

Cons of Edward Jones 

  • Edward Jones may charge higher fees for its advisory services. 

  • Investors are limited to personal, advisor-led strategies. 

Edward Jones or BlackRock: which should I choose? 

Choosing between Edward Jones financial services and BlackRock depends on your needs. Opt for BlackRock if you seek broad, tech-driven investments and institutional-level services. Alternatively, choose Edward Jones financial advisors if you seek personalized financial advice and long-term, client-focused strategies. 

However, as well as comparing fees, investment strategy, and various pros and cons, here are some other questions you should ask yourself when choosing between Edward Jones and BlackRock: 

How do Edward Jones and BlackRock remain competitive and adapt to changing market conditions? 

Edward Jones stays competitive by offering personalized advice and building strong client relationships. This appeals to more traditional or novice investors who prefer the soft skills of a human agent. BlackRock stays competitive by leveraging advanced technology and data analytics for innovative, large-scale investment solutions. 

Which platform provides better customer service and support? 

Edward Jones typically provides better customer service given its personalized, investor-driven approach, which focuses on strong client relationships and tailored support. While efficient and technologically advanced, BlackRock is more geared toward institutional clients and places less emphasis on individual customer support. 

Can I access my Edward Jones or BlackRock accounts through their websites and mobile apps? 

Edward Jones and BlackRock offer online account access through their websites and mobile apps. Edward Jones provides a user-friendly platform for personalized advisor interactions, while BlackRock offers many robust tools for managing diverse investment products. 

Get expert financial advice  

BlackRock and Edward Jones differ in their investment strategies, target audiences, fee structures, and customer service. BlackRock excels in global, tech-driven investments for institutions and high-level investors, while Edward Jones financial services offers personalized advisory services for individuals. Both firms provide online account access for clients to monitor and manage remotely. 


Remember, you can find a professional SEC-regulated financial advisor via Unbiased to guide your investment decisions. 


Unbiased team

Our team of writers, who have decades of experience writing about personal finance, including investing and retirement, are here to help you find out what you must know about life’s biggest financial decisions.