Top Wealth + Best-in-State · rank 2 · Los Angeles, California · listed firm: Merrill Private Wealth Management
Identity & firm
- Firm — Merrill Private Wealth Management (high)
- “Jones Zafari Group Merrill Private Wealth Management 2049 Century Park East Floor 11 Los Angeles CA 90067” — firm_official
- Parent company — Bank of America (high)
- “Backed by Merrill's deep investment platform and Bank of America's integrated banking capabilities, we deliver a seamless, family office–style experience—combining personalized service with global scale and innovation.” — firm_official
- Firm type — wirehouse (high)
- “"currentEmployments": [{"firmId": 7691, "firmName": "MERRILL LYNCH, PIERCE, FENNER & SMITH INCORPORATED", "iaOnly": "N", "registrationBeginDate": "2/8/1999", "firmBCScope": "ACTIVE", "firmIAScope": "ACTIVE"” — sec_finra_regulatory
- Team name — Jones Zafari Group (high)
- “Collaboration is at the core of the Jones Zafari Group.” — firm_official
- Team size — 41 (medium)
- “Meet Our Team Richard Jones Managing Director , Private Wealth Advisor 310.407.4925 310.407.4925 Get in touch icon/control/launch copy View bio Reza Zafari Managing Director , Private Wealth Advisor 310.407.4923 310.407.” — firm_official
- CRD — 1332633 (high)
- “"basicInformation": {"individualId": 1332633, "firstName": "Reza", "lastName": "Zafari", "otherNames": [], "bcScope": "Active", "iaScope": "Active", "daysInIndustryCalculatedDateIAPD": "4/26/1985"}” — sec_finra_regulatory
- Years experience — 41 (high)
- “"daysInIndustryCalculatedDateIAPD": "4/26/1985"” — sec_finra_regulatory
- Designations — — (medium)
- “Reza Zafari Managing Director , Private Wealth Advisor 310.407.4923 310.407.4923 Get in touch icon/control/launch copy View bio” — firm_official
Book of business
- Team AUM ($M) — 98400 (high)
- “As of December 31, 2025, clients have entrusted us with $98.4 billion in assets—reflecting enduring trust in our insight, stewardship, and discretion.” — firm_official
- “Team Assets (Custodied): $77.4B” — forbes_shook
- Account minimum ($M) — 10 (high)
- “Min Account Size For New Business: $10M” — forbes_shook
- Typical client net worth ($M) — 75 (high)
- “Typical Net Worth Of Relationships: $75M-2B” — forbes_shook
- Client niche — ultra-affluent multigenerational families, plus entrepreneurs, Fortune 500 executives, sports/entertainment professionals, endowments and foundations (high)
- “Our clients include entrepreneurs, Fortune 500 executives, sports and entertainment professionals, and nonprofit organizations.” — firm_official
- “The Jones Zafari Team is a multigenerational advisory practice built for families with complex, long‑term wealth.” — firm_official
- Custodians — gap: not_applicable
- Fee model — fee_plus_commission (medium)
- “"currentEmployments": [{"firmId": 7691, "firmName": "MERRILL LYNCH, PIERCE, FENNER & SMITH INCORPORATED", "iaOnly": "N", "registrationBeginDate": "2/8/1999", "firmBCScope": "ACTIVE", "firmIAScope": "ACTIVE"” — sec_finra_regulatory
Positioning & marketing
- Website url — https://advisor.ml.com/sites/ca/century-city-ca/joneszafarigroup (high)
- “Jones Zafari Group - Financial Advisor in Los Angeles, CA 90067 | Merrill” — firm_official
- Value proposition (verbatim) — Our mission is to deliver highly personalized, boutique-style advice for individuals and families across generations. Powered by a multigenerational team, we offer tailored strategies and trusted guidance designed to grow, protect, and transition financial legacies with discretion and excellence. (high)
- “Mission Statement Our mission is to deliver highly personalized, boutique-style advice for individuals and families across generations. Powered by a multigenerational team, we offer tailored strategies and trusted guidan” — firm_official
- Differentiators — Family office–style sophistication with boutique-level attention, Multigenerational team built for families with complex, long-term wealth, Bespoke approach designed around each family's goals, values, and evolving needs, Grounded in discretion, trust, and innovation, Backed by Merrill's investment platform and Bank of America's integrated banking (high)
- “Delivering family office–style sophistication with boutique-level attention, we provide curated strategies, thoughtful guidance, and a seamless client experience. Grounded in discretion, trust, and innovation, we help cl” — firm_official
- “Our approach is bespoke and highly intentional—designed around each family’s goals, values, and evolving needs.” — 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
- “Sign Up for Perspectives Monthly E-Newsletter Get the latest investment insights, tips and strategies to help you live your best financial life” — firm_official
- Has podcast — no (medium)
- “Welcome Recognition Our Approach Meet Our Team Insights About Private Wealth” — firm_official
- Books published — 0 (low)
- “Reza Zafari Managing Director , Private Wealth Advisor 310.407.4923 310.407.4923 Get in touch icon/control/launch copy View bio” — firm_official
- Linkedin url — https://www.linkedin.com/in/rezazafari (high)
- Social presence — linkedin_active (medium)
- Press awards — Barron's "Top 100 Financial Advisors", 2007-2011, 2013-2021, 2024-2025, Barron's Hall of Fame, 2019, Barron's "America's Top Private Wealth Advisory Teams" (Jones Zafari Group), 2020-2025, Los Angeles Business Journal, Most Influential Wealth Managers (high)
- “Reza Zafari Managing Director , Private Wealth Advisor Barron's "Top 100 Financial Advisors", 2007-2011, 2013-2021, 2024-2025 (Published annually Mar – April. Rankings based on data as of December 31 of prior year.)” — firm_official
- “Jones Zafari Group Barron's "America's Top Private Wealth Advisory Teams", 2020-2025 (Published annually Mar – April. Rankings based on data as of December 31 of prior year.)” — firm_official
Visual brand
- Has distinct logo — no (high)
- “Jones Zafari Group Merrill Private Wealth Management 2049 Century Park East Floor 11 Los Angeles CA 90067” — firm_official
- Logo url — gap: not_found_after_search
- Visual brand notes — Merrill corporate template: navy, white and charcoal with clean sans-serif type, generous whitespace, square team headshots on mktgcdn, and affluent-lifestyle stock imagery. No team-specific mark; team name set as text. (medium)
- “<img style="object-fit:cover;object-position:center;width:100%;aspect-ratio:477 / 477" src="https://dyn.mktgcdn.com/p/a_BM_fWD_8S3kfzBn7_HV1pDheA454MpoRuIsQNhJsQ/width=500,height=500"” — firm_official