Next-Gen + Best-in-State · rank 35 · Columbia, South Carolina · listed firm: Merrill Private Wealth Management
Identity & firm
- Firm — Merrill Private Wealth Management (high)
- “MERRILL LYNCH, PIERCE, FENNER & SMITH INCORPORATED 1301 GERVAIS ST COLUMBIA, SC 29201 CRD# 7691 Registered with this firm since: 12/07/2012” — sec_finra_regulatory
- “Merrill Private Wealth Management is committed to providing a select group of clients with highly personalized one-on-one service.” — firm_official
- Parent company — Bank of America (high)
- “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)
- “Employment 1 of 1 Firm Name: MERRILL LYNCH, PIERCE, FENNER & SMITH INCORPORATED Main Office Address: ONE BRYANT PARK NEW YORK, NY 10036 Firm CRD#: 7691” — sec_finra_regulatory
- Team name — Lloyd Purdy & Associates (high)
- “Within Lloyd Purdy & Associates, Russ applies his analytical skills in creating customized client portfolios for institutional and high-net-worth clients.” — firm_official
- Team size — 11 (medium)
- “Kirk Lloyd - Managing Director, Private Wealth Advisor” — firm_official
- CRD — 5790017 (high)
- “FRANK R. PURDY IV
Report Summary for this Broker
CRD# 5790017” — sec_finra_regulatory
- Years experience — 16 (high)
- “He has been with Merrill Lynch Wealth Management since May 2010.” — firm_official
- “B MERRILL LYNCH, PIERCE, FENNER & SMITH INCORPORATED ... Registered with this firm since: 12/07/2012” — sec_finra_regulatory
- Designations — CFA, other:CAIA (high)
- “He also holds the Chartered Financial Analyst® (CFA®) and the Chartered Alternative Investments Analyst (CAIASM) designations.” — firm_official
Book of business
- Team AUM ($M) — 4200 (high)
- “"teamAssets":"$4.2B"” — forbes_shook
- Account minimum ($M) — 2.5 (high)
- “"Minimum account size for new business":"$2.5M"” — forbes_shook
- Typical client net worth ($M) — gap: unclear_definition
- Client niche — institutional and high-net-worth clients (institutional consulting) (high)
- “Within Lloyd Purdy & Associates, Russ applies his analytical skills in creating customized client portfolios for institutional and high-net-worth clients.” — firm_official
- Custodians — gap: not_applicable
- Fee model — fee_plus_commission (medium)
- “IA MERRILL LYNCH, PIERCE, FENNER & SMITH INCORPORATED ... Registered with this firm since: 05/23/2013 B MERRILL LYNCH, PIERCE, FENNER & SMITH INCORPORATED ... Registered with this firm since: 12/07/2012” — sec_finra_regulatory
Positioning & marketing
- Website url — https://advisor.ml.com/sites/sc/columbia-sc/lloyd.purdy (high)
- “Lloyd Purdy & Associates - Financial Advisor in Columbia, SC 29201 | Merrill” — firm_official
- Value proposition (verbatim) — Managing your wealth begins with a deep understanding of your full financial picture. Based on what matters most to you, we can help create a strategy as flexible as today's changing market conditions, and provide access to the investment insights of Merrill and the banking convenience and lending solutions of Bank of America. (high)
- “Managing your wealth begins with a deep understanding of your full financial picture. Based on what matters most to you, we can help create a strategy as flexible as today's changing market conditions, and provide access” — firm_official
- Differentiators — Highly personalized one-on-one service to a select group of clients, Access to Merrill investment insights plus Bank of America banking and lending, Strategy flexible to changing market conditions, CFA/CAIA-driven customized portfolio construction, Institutional consulting alongside private wealth (high)
- “Merrill Private Wealth Management is committed to providing a select group of clients with highly personalized one-on-one service.” — firm_official
- “Within Lloyd Purdy & Associates, Russ applies his analytical skills in creating customized client portfolios for institutional and high-net-worth clients. His primary responsibilities involve building and maintaining cli” — firm_official
- Content marketing — none (medium)
- “Shifting gears: New drivers of potential market expansion” — firm_official
- Has podcast — no (medium)
- “Shifting gears: New drivers of potential market expansion” — firm_official
- Books published — 0 (medium)
- “Russ is originally from Lexington, Kentucky, and attended boarding school at The McCallie School in Chattanooga, Tennessee.” — firm_official
- Linkedin url — gap: not_found_after_search
- Social presence — none (low)
- “Congratulations to Russ Purdy of Lloyd Purdy & Associates ...” — social_or_third_party_db
- Press awards — Barron's Top 100 Institutional Consulting Teams, 2026, Forbes Best-in-State Wealth Management Teams, 2024-2026 (high)
- “Top 100 Institutional Consulting Teams” — firm_official
- “Best-in-State Wealth Management Teams” — firm_official
Visual brand
- Has distinct logo — no (medium)
- “Merrill Private Wealth Management is committed to providing a select group of clients with highly personalized one-on-one service.” — firm_official
- Logo url — gap: not_found_after_search
- Visual brand notes — Standard Merrill corporate template: navy and white with bull mark, headshot grid, syndicated CIO insight cards; no team-specific palette or typography. (medium)
- “Shifting gears: New drivers of potential market expansion” — firm_official