๐๐ฑ๐๐ฎ๐ฟ๐ฑ ๐๐ผ๐ป๐ฒ๐ ๐ง๐ฎ๐ธ๐ฒ๐ ๐ฆ๐๐ฎ๐ธ๐ฒ ๐ถ๐ป ๐๐น๐ฑ๐ฒ๐ฟ ๐๐ฟ๐ฎ๐๐ฑ ๐ฆ๐๐ฎ๐ฟ๐๐๐ฝ ๐๐ฎ๐ฟ๐ฒ๐ณ๐๐น๐น
- Jun 26
- 2 min read
Edward D. Jones & Co. has taken a minority stake in Carefull, a fintech firm that works to prevent elder financial fraud, according to an announcement. Carefull monitors client accounts and alerts the client or a trusted contact when it detects suspicious activity, scanning transactions, credit reports, email, home titles and other sources for signs of scams or cognitive decline. As part of the investment, the St. Louis firm's roughly 20,000 brokers can offer the service free to its 9 million clients. The move responds to a growing problem: Americans over 60 reported more than $7.7 billion in losses from cyber-enabled financial crime in 2025, per an FBI report.
The deal matters because advisors increasingly sit on the front lines when clients show signs of vulnerability, and protective services are becoming central to how firms support families. Carefull operates on a read-only basis and cannot act on a client's behalf, while clients connect an average of 5.2 accounts. The startup, founded in 2019, has raised about $20 million total, and counts $700 billion-asset Osaic and several RIAs among its customers. Competitors include EverSafe and True Link Financial.
The investment reflects the rise of corporate venture capital in wealth management. Edward Jones launched its venture unit in 2024 and has since backed estate planning firm Vanilla, long-term care planner Waterlily and annuity program Porch Software. Such stakes give incumbents early visibility into emerging technology, move capital closer to product, and build a pipeline of partnerships that can be rolled out to clients at scale.
Knote: This is an excellent example of actually putting the client first vs just talking about it. It's a serious issue and the fact that they are making it available for free gets the big "thumbs-up" from me. Bravissimo!
