Edward Jones Financial Advisors Jesse Abercrombie (right) and Brian Bogard pose for a photo, on Thursday, July 2, 2026 in Dallas.
Shafkat Anowar/The Dallas Morning News
Edward Jones launched three hubs last year that offer personalized wealth management teams to high-net-worth clients. Planting a fourth one in Dallas was a no-brainer.
The Dallas Generations Hub sits in The Crescent, the iconic Uptown building filled with wealth management firms. Edward Jones’ four Generations Hubs were launched at a time when the wealth management industry is rapidly expanding to meet the complex needs of a growing number of people with large fortunes.
“Over the years, we’ve evolved into a more cohesive experience for the client, where there’s not just one financial advisor and one branch office administrator — it’s several financial advisers in several places,” said Jesse Abercrombie, an Edward Jones financial adviser based in Plano. “What’s really neat about Generations is it takes those capabilities that extend beyond wealth management and investment advice. Think tax planning, think estate planning, wealth protection, charity giving.”
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In 2025, Edward Jones opened Generations Hubs in West Palm Beach, Fla.; Scottsdale, Ariz.; and St. Louis, home to Edward Jones’ headquarters. Dallas’ hub opened in March.
Inside Edward Jones recently opened Generations hub at Crescent Court, on Thursday, July 2, 2026 in Dallas.
Shafkat Anowar/The Dallas Morning News
The company chose the four cities in part because they’re attracting top businesses and entrepreneurs looking to escape high taxes. Those businesses attract smaller vendors and suppliers too. With the movement comes an influx of employees who have more sophisticated financial needs.
“Our clients’ financial pictures have been evolving,” said Brian Bogard, a financial adviser at Edward Jones in Dallas. “They’re wanting more comprehensive planning there. They need more than traditional investment management, they need that team approach around them.”
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The Generations Hub serves people with at least $10 million in liquid investable assets, and their typical net worth is around $50 million, said Abercrombie.
“What happens sometimes is we’re all different advisers providing advice to the client, but we’re all playing in different sandboxes,” Edward Jones financial adviser Jesse Abercrombie said. “What Generations does is, we’re all playing the same sandbox together.”
Shafkat Anowar/The Dallas Morning News
Those using the Generations Hub’s complete set of offerings receive tailored services that Edward Jones’ wealth advisors help curate. Generally, clients work with a personalized Generations hub team that includes a senior planner, an associate planner, a tax strategist, an estate strategist, a trust strategist and a portfolio analyst.
Edward Jones also partners with outside attorneys and accountants to give clients additional support.
“What happens sometimes is we’re all different advisers providing advice to the client, but we’re all playing in different sandboxes,” said Abercrombie. “What Generations does is, we’re all playing the same sandbox together.”
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Edward Jones has nearly 350 financial advisers in Dallas-Fort Worth serving more than 76,000 households. The firm was founded in St. Louis by Edward D. Jones Sr. with the philosophy of “bringing Wall Street to Main Street” in more local and rural markets, although its presence is national.
When clients enter the Dallas Generations Hub, there’s a couch for lounging while they wait to meet with their team. There’s also art detailing the company’s history. A small piece of a tree trunk represents the idea that each client’s wealth could impact their family and communities for generations.
“We really want to create a bespoke experience where the experience is elevated,” said Bogard. “The Generations Hub is something that’s a little different than just meeting with an advisor in their office, and we want them to feel that type of experience when they come in.”
Brian Bogard, a financial adviser at Edward Jones in Dallas, said his clients are “wanting more comprehensive planning. … They need more than traditional investment management, they need that team approach around them.”
Shafkat Anowar/The Dallas Morning News
Before launching the Generations Hubs, Edward Jones would often fly private wealth clients to their headquarters when they needed help with more sophisticated planning tasks. They would also fly their teams to a client. Since their clients are successful, Edward Jones advisers realized, they’re also busy. It made sense to set up local spaces closer to their clients.
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“We’re able to utilize some of those resources both in our home office, but also in a more hyperlocale, so that makes it very special,” said Abercrombie.
There are 20 Generations teams nationwide, with two in Dallas. In Dallas, many Edward Jones clients work in oil and gas and agricultural businesses. There are also many business owners and corporate executives.
Clients begin with a “discovery meeting” to figure out what kinds of services they’ll need, but sometimes, they dive right in. Abercrombie said one client came in who had recently wrapped up an installment sale of his business, which left him with a lot of money and a large capital gain. He wanted immediate tax help.
The Generations team helped him give $1.5 million of a highly appreciated stock to charitable causes, including half a million to a local church. The team helped identify some ideal stocks to rebuy and increase his cost basis so that he wouldn’t have a large capital gain when he resells him.
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“That’s what Generations does. It not only amplifies returns, it also increases impact and saves taxes while doing it,” said Abercrombie.