Morgan Stanley: Personalization at Scale Via Fractional Shares

Morgan Stanley is the first major global wealth management firm to incorporate fractional share allocation as an integral component of its UMA advisory platform and Morgan Stanley at Work employee stock purchase plans. This is no small feat as the firm’s UMA assets represent $500 billion.

Providing greater personalization to retail investors is the core benefit behind Morgan Stanley’s fractional share initiative. Supporting fractional shares enables access to institutional-caliber investments through lower minimums, a more customer-driven approach to tax management, and enhanced portfolio construction capabilities. Lower minimums also let Morgan Stanley broaden its reach by moving downmarket. Lastly, but of equal importance, fractional shares create an opportunity for advisors to provide the same SMA solutions and experience across an entire household, down to $10,000 minimums.

Morgan Stanley is at the forefront of providing personalized client solutions across advisory platforms and workplace programs, and these capabilities are greatly enhanced through the use of fractional shares.