Raymond James' goal, says CEO Paul Reilly, is to be the "premier alternative to Wall Street."
The advisors in its Private Client Group represent two-thirds of the parent company's revenue, or 62%, even after factoring in the recent acquisition of Morgan Keegan. But its values, notably how RJ puts its client-advisors first, and its "integrity," meaning its independence, are what sets Raymond James apart from its independent broker-dealer counterparts and the wirehouses, Reilly says.
The importance of advisors to the firm, Reilly said Wednesday, is demonstrated by how its revenue-from-advisors number compares with several of those wirehouses; the private client group at Wells Fargo accounts for only 14% of total firm revenue, while Merrill Lynch's advisors account for 16% of Bank of America's revenue.