Edward Jones, a leading North American financial services firm managing $2.4 trillion in client assets, has announced a commercial partnership with Carefull, a digital financial protection platform, offering the tool at no cost to all its US clients while also making a direct investment through its venture capital arm.
The arrangement will see Carefull made available to clients across Edward Jones’ network of more than 20,000 financial advisors. The platform monitors accounts for warning signs including suspicious transactions, behavioural patterns linked to scams, and financial mistakes, including those associated with ageing.
Clients can opt to share selected alerts with trusted family members, enabling shared awareness without relinquishing financial control. The investment was made through Edward Jones Ventures, the firm’s venture capital arm, which identifies and accelerates the development of innovative tools and technologies aimed at improving financial outcomes for clients.
Carefull is designed to operate in the background, complementing the existing relationships between Edward Jones advisors and their clients. The platform aims to support early detection of potential cognitive decline, reduce emotional stress on families and caregivers, and help clients preserve their independence whilst enabling collaboration with trusted contacts.
Edward Jones Head of US and Canada Business Units David Gunn said, “Protecting wealth today means protecting people, especially during moments of vulnerability. By combining trusted, human guidance with thoughtful financial safety support, we help families move forward with clarity and confidence.”
Carefull co-founder Todd Rovak said, “Edward Jones’ move to provide Carefull at no cost to clients nationwide reflects a major shift in the industry: financial safety is no longer a nice-to-have, it is becoming central to how firms support families, protect relationships, and preserve financial confidence.
“As fraud, scams, caregiving needs, and longevity-related risks become more complex, families need more than traditional safeguards. They need proactive tools that help them see risk earlier, involve trusted loved ones, and stay connected across generations. By bringing Carefull to every client and family, Edward Jones is helping set a new standard for what modern financial care looks like.”
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