Top Wealth + Best-in-State + Barron's 100 · rank 3 · Grand Rapids, Michigan · listed firm: Merrill Wealth Management
Identity & firm
- Firm — Merrill Lynch Wealth Management (high)
- “Long & Associates Merrill Lynch Wealth Management 250 Monroe Avenue NW Floor 06 Grand Rapids MI 49503” — firm_official
- Parent company — Bank of America (high)
- “we 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)
- “MERRILL LYNCH, PIERCE, FENNER & SMITH INCORPORATED” — sec_finra_regulatory
- Team name — Long & Associates (high)
- “Long & Associates Merrill Lynch Wealth Management 250 Monroe Avenue NW Floor 06 Grand Rapids MI 49503” — firm_official
- Team size — 7 (medium)
- “Meet Our Team Timothy Long , CIMA® Managing Director , Wealth Management Advisor ... Kurt T. Hazlewood , CIMA®, CRPC™ Senior Vice President , Senior Investment Manager ... David C Whitford , CFP®, CIMA® Senior Vice Presi” — firm_official
- CRD — 2459667 (high)
- “TIMOTHY JOSEPH LONG CRD# 2459667” — sec_finra_regulatory
- Years experience — 32 (high)
- “Registered with this firm since: 04/12/1994” — sec_finra_regulatory
- Designations — CIMA (high)
- “Timothy Long , CIMA® Managing Director , Wealth Management Advisor” — firm_official
Book of business
- Team AUM ($M) — 7800 (high)
- “Team Assets (Custodied) | $7.8B” — forbes_shook
- Account minimum ($M) — 2 (high)
- “Minimum Account Size for New Business | $2M” — forbes_shook
- Typical client net worth ($M) — 10 (medium)
- “Typical Net Worth of Relationships | $3-20M” — forbes_shook
- Client niche — institutional consulting (foundations, endowments, pensions) plus affluent individuals and families — a deliberate dual focus (high)
- “Our team caters to two core groups, a dual focus that inherently enhances our service model to both. In working with institutional clients, we consult to some of the best financial minds in the industry, spurring us to m” — firm_official
- Custodians — gap: not_applicable
- Fee model — not_public (medium)
- “Learn more about an advisor's background on FINRA's BrokerCheck” — firm_official
Positioning & marketing
- Website url — https://advisor.ml.com/sites/mi/grand-rapids/tim-long (high)
- “Long & Associates - Financial Advisors in Grand Rapids, MI 49503 | Merrill” — firm_official
- Value proposition (verbatim) — Our team is comprised of talented and experienced financial advisors who are committed to building strong relationships with you based on trust and one-on-one collaboration. (high)
- “Our team is comprised of talented and experienced financial advisors who are committed to building strong relationships with you based on trust and one-on-one collaboration.” — firm_official
- Differentiators — Dual institutional + private-wealth practice, each sharpening the other, Institutional-scale research, portfolio allocation and tax-policy edge applied to families, Goals-first planning conversation before any strategy, Access to Merrill investment insights plus Bank of America banking and lending, Multigenerational wealth transfer and business-sale planning (high)
- “By addressing the financial needs of both of these core constituencies, we amplify our skill and effectiveness in helping institutional and individual clients alike. We are passionate about doing things the right way.” — firm_official
- “We believe the best financial approach is the one that helps you pursue your goals. That's why, from the start, we talk about your aspirations and encourage you to ask questions about issues that matter most to you. Calc” — firm_official
- Content marketing — none (medium)
- “Merrill Insights Beyond the page: How a successful writer pursues financial security Four for the Quarter: Top questions investors are asking right now Stay ahead of student scams Inside the American wallet Emerging Tren” — firm_official
- Has podcast — no (medium)
- “Welcome Recognition About Us Meet Our Team Insights About Merrill” — firm_official
- Books published — 0 (low)
- “Timothy Long , CIMA® Managing Director , Wealth Management Advisor” — firm_official
- Linkedin url — https://www.linkedin.com/in/timlongml/ (medium)
- “Tim Long, CIMA® - Merrill Lynch Wealth Management | LinkedIn” — social_or_third_party_db
- Social presence — none (low)
- “Long & Associates Merrill Lynch Wealth Management 250 Monroe Avenue NW Floor 06 Grand Rapids MI 49503 Visit us (616) 774.4220 (616) 774.4220 Contact us” — firm_official
- Press awards — Barron's Top 100 Financial Advisors, 2024-2025, Barron's Top 1,500 Financial Advisors, 2026, Barron's Top 100 Institutional Consulting Teams, 2021-2024 (Long & Associates), Barron's Top 100 Private Wealth Management Teams, 2022 (Long & Associates) (high)
- “Barron's "Top 1,500 Financial Advisors", 2026 (Published on March 20, 2026. Rankings based on data as of September 30, 2025.) Barron's "Top 100 Financial Advisors", 2024-2025 (Published annually Mar – April. Rankings bas” — firm_official
- “Barron's Top 100 Private Wealth Management Teams, 2022 (Published on April 15, 2022. Rankings based on data as of December 31, 2021.) Barron's "Top 100 Institutional Consulting Teams", 2021-2024 (Published annually in Ap” — firm_official
Visual brand
- Has distinct logo — no (high)
- “Long & Associates - Financial Advisors in Grand Rapids, MI 49503 | Merrill” — firm_official
- Logo url — gap: not_found_after_search
- Visual brand notes — Standard Merrill corporate template: navy and dark-blue with mid-gray accents (#646464 UI icons), clean sans-serif, square portrait headshots and stock lifestyle photography. No team-specific mark or palette. (high)
- “fill='%23646464'” — firm_official