Deal strengthens St. Louis' financial services reputation
By Tim Logan
ST. LOUIS POST-DISPATCH
06/03/2007
In Wachovia's purchase of A.G. Edwards, St. Louis is losing a big-name local company.
But the move may solidify the area's status as a center of the fast-growing retail brokerage industry.
When Wachovia moves its brokerage headquarters here from Richmond, Va. — one condition of the $6.8 billion sale — St. Louis will be home to one of the country's biggest networks of financial advisers, and to three other sizable industry players: full service houses Edward Jones and Stifel Nicolaus, and discount brokerage Scottrade, with more than 12,000 brokers here and elsewhere among them.
"There are firms headquartered all over the place," said Edward Jones managing partner Jim Weddle. "But there isn't a concentration of firms like you find here."
Outside of New York City, industry experts say, St. Louis is as big a hub as there is in the business of helping everyday investors manage their money. As 70 million baby boomers approach retirement and start transferring nearly $1 trillion a year from retirement savings accounts into spending plans, the region could be in good position to capitalize.
The four big local brokerage companies employ more than 10,000 people in St. Louis. Edward Jones and Scottrade own naming rights to the city's football and hockey stadiums, respectively. And the companies are heavyweights on civic groups and in local philanthropy.
It's unclear how big a presence Wachovia will sustain here, but if nothing else, it's likely to bring some jobs with the brokerage headquarters.
A HISTORY HERE
And the other firms are growing. Stifel has beefed up with a series of acquisitions in recent years. Edward Jones plans to add 500 to 1,000 jobs here. Scottrade has 115 openings in St. Louis right now, said Chief Executive Rodger Riney.
"This industry has done well," he said.
But why here?
For one, St. Louis has a long history in the business. Dozens of investment houses sprouted up during the city's turn-of-the-last-century heyday, and St. Louis long had more New York Stock Exchange member firms than anywhere but New York. Even as waves of consolidation thinned the herd, some "fiercely independent" local companies stayed put right here, said Stifel Nicolaus Chief Executive Ronald Kruszewski.
"It's something in the water, I guess. It's not just happenstance," he said. "I believe a lot of people felt they could compete, and they did compete."
That gave the city a heritage — and a ready supply of people familiar with the industry who broke off from the big houses and started up new companies. That's how Scottrade began in 1980, when Riney and a partner launched a trading firm in Arizona. Five years later, Riney bought out his partner and moved the company to his hometown. He's planning to stay.
"I don't want to move to another city, even if the weather is a little better," he said.
There are other factors, too. Such as air travel.
A.G. Edwards and Edward Jones have strong training operations here and constantly bring brokers in to the home office. A headquarters in the middle of the country can make that much easier, those companies say, putting their people a reasonable flight from anywhere.
Indeed, in a conference call with investors Thursday, Wachovia said it expected to save significant money on travel by moving its brokerage headquarters here from Richmond.
"There's a direct flight from everywhere to St. Louis, and the other way around," said David Carroll, president of Wachovia's capital management division.
Except for what's soon to be Wachovia Securities, no area firms are among the industry's very biggest players. So there's something to be said for a smaller pond, said Kruszewski.
"To be a regional firm, you want to be in a city that's large enough to have all the amenities, so you can attract people. But you want it to be small enough that you can be relevant in community affairs," he said. "If you picked Stifel Nicolaus up and put us in Chicago or LA or Houston, we would not be relevant. But in St. Louis, we are."
the BOOMERS, again
And that's good news here.
The reason Wachovia is buying A.G. Edwards is because it sees big growth on the horizon. Carroll predicts "a tidal wave of money changing hands" as the baby boomers retire.
This year, Wachovia said, $577 billion in retirement money will change hands. By 2010, it should hit $950 billion, and much of that will pass through the offices of financial advisers.
"What we've got are people with 401(k)s. They're good savers, but they don't know what to do with the money," said Ken Crawford, a portfolio manager at Argent Capital Management in Clayton. "That's where financial services providers come into play."
And there are going to be more of them. Edward Jones, for instance, is planning to double its staff of brokers over the next decade, to roughly 20,000. For every 100 new brokers in the field, Weddle said, the company will need 40 or 45 support staff. Not all of those will be here in St. Louis, but some will, so it's planning expansions in Maryland Heights and Des Peres.
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