Top Wealth + Best-in-State · rank 1 · Southlake, Texas · listed firm: Merrill Wealth Management
Identity & firm
- Firm — Merrill Lynch, Pierce, Fenner & Smith Incorporated (Price & Associates, Merrill Lynch Wealth Management) (high)
- “"firmName": "MERRILL LYNCH, PIERCE, FENNER & SMITH INCORPORATED", "iaOnly": "N", "registrationBeginDate": "4/18/1995"” — sec_finra_regulatory
- “Price & Associates Merrill Lynch Wealth Management 601 State St Southlake TX 76092” — firm_official
- Parent company — Bank of America (high)
- “I can provide access to the investment insights of Merrill and the banking convenience and lending solutions of Bank of America.” — firm_official
- Firm type — wirehouse (high)
- “"firmName": "MERRILL LYNCH, PIERCE, FENNER & SMITH INCORPORATED", "firmBCScope": "ACTIVE", "firmIAScope": "ACTIVE", "iaSECNumber": "14235", "bdSECNumber": "7221"” — sec_finra_regulatory
- Team name — Price & Associates (high)
- “” — firm_official
- Team size — 15 (high)
- “Jeffery Price, CPFA® – Managing Director, Wealth Management Advisor” — firm_official
- CRD — 2255050 (high)
- “"individualId": 2255050, "firstName": "Jeffery", "middleName": "D", "lastName": "Price", "bcScope": "Active", "iaScope": "Active"” — sec_finra_regulatory
- Years experience — 33 (high)
- “"daysInIndustryCalculatedDate": "11/15/1992"” — sec_finra_regulatory
- Designations — other:CPFA (high)
- “Jeffery Price, CPFA® – Managing Director, Wealth Management Advisor” — firm_official
Book of business
- Team AUM ($M) — 1900 (high)
- “Team Assets (Custodied): $1.9B” — forbes_shook
- Account minimum ($M) — 1 (high)
- “Minimum Account Size: $1M” — forbes_shook
- Typical client net worth ($M) — 3 (medium)
- “Typical Client Net Worth: $3-500M” — forbes_shook
- Client niche — generalist (medium)
- “No two people are alike. Consequently, there is no single approach to wealth management that is appropriate for everyone.” — firm_official
- Custodians — gap: not_applicable
- Fee model — fee_plus_commission (medium)
- “"firmName": "MERRILL LYNCH, PIERCE, FENNER & SMITH INCORPORATED", "iaOnly": "N"” — sec_finra_regulatory
Positioning & marketing
- Website url — https://advisor.ml.com/sites/tx/southlake/price (high)
- “Price & Associates - Financial Advisors in Southlake, TX 76092 | Merrill” — firm_official
- Value proposition (verbatim) — To help you plan for the retirement you've always envisioned, your Merrill team will work together with you to help you understand your unique priorities and full financial picture. (high)
- “Mission Statement To help you plan for the retirement you’ve always envisioned, your Merrill team will work together with you to help you understand your unique priorities and full financial picture.” — firm_official
- Differentiators — No single wealth-management approach fits everyone; strategy is built around each client's priorities, Simple, transparent approach aligned to life priorities, Access to Merrill investment insights plus Bank of America banking and lending, Comprehensive planning beyond investments — accumulation and preservation, Strategy flexible enough for changing market conditions (high)
- “No two people are alike. Consequently, there is no single approach to wealth management that is appropriate for everyone. What matters most to you is what matters most to us.” — firm_official
- “The approach is simple, transparent and supported by thoughtful investment guidance aligned to your life priorities.” — firm_official
- Content marketing — occasional (medium)
- “Shifting gears: New drivers of potential market expansion Watch our latest webcast where expert panelists share ideas that can help you prepare for potential opportunities and risks in the second half of 2026 and beyond.” — firm_official
- Has podcast — no (medium)
- “On this page navigate to... Mission Statement Welcome Recognition About Us Events Meet Our Team Insights About Merrill” — firm_official
- Books published — 0 (low)
- “Joined Merrill Lynch Wealth Management in 1995, bringing extensive experience in personal and business financial strategy. He holds a BBA in Management and Personal Financial Planning from Baylor University.” — forbes_shook
- Linkedin url — https://www.linkedin.com/in/jeffery-price-cpfa%C2%AE-2411a8/ (medium)
- “Jeffery Price, CPFA® - Merrill Lynch Wealth Management | LinkedIn” — social_or_third_party_db
- Social presence — gap: not_found_after_search
- Press awards — Barron's "Top 1,500 Financial Advisors", 2026, Barron's "America's Top 1200 Financial Advisors State-by-State", 2013-2025, Forbes "Best-in-State Wealth Advisors", 2018-2026, Forbes "America's Top Wealth Management Teams High Net Worth", 2022-2025, Forbes "Best-in-State Wealth Management Teams", 2023-2026 (high)
- “Barron's "Top 1,500 Financial Advisors", 2026 (Published on March 20, 2026. Rankings based on data as of September 30, 2025.)” — firm_official
- “Barron's "America's Top 1200 Financial Advisors State-by-State", 2013-2025 (Published annually in March. Rankings based on data as of September 30 of prior year.)” — firm_official
Visual brand
- Has distinct logo — no (high)
- “
Price & Associates
” — firm_official
- “
- Logo url — gap: not_found_after_search
- Visual brand notes — Merrill corporate template: navy #012169 headings, clean sans-serif, whitespace-heavy. Team identity is a text wordmark, not a mark. Large advisor headshots plus stock lifestyle photography drive the visuals. (high)
- “
Price & Associates
” — firm_official
- “