Edward Jones announced a commercial relationship with Carefull, a digital financial safety platform designed to help individuals and families protect their financial well-being while preserving independence and trust.
Carefull will be offered as a complimentary benefit to all Edward Jones clients in the U.S. through the firm’s more than 20,000 financial advisors. Edward Jones also made a direct investment in Carefull through Edward Jones Ventures, the venture capital arm of the firm.
The platform is designed to help families gain early awareness of potential fraud, scams, identity theft, and financial mistakes. It also helps families coordinate caregiving and navigate life transitions, especially as fraud risk and financial missteps can increase with age.
Edward Jones said financial fraud is a growing concern among Americans. According to research from Edward Jones and Morning Consult, nearly one in four Americans reported being victims of fraud, while 46% said they have either experienced fraud themselves or know someone who has.
Carefull monitors accounts for warning signs such as suspicious transactions, behavior changes associated with scams, and mistakes that can occur with aging. Clients can choose to send selected alerts or information to trusted loved ones, creating shared awareness without transferring control.
The platform is designed to operate quietly in the background and complement the personal guidance clients receive from Edward Jones financial advisors and client support teams. Edward Jones said its advisors are often positioned to notice changes in behavior, communication, or financial patterns that may indicate early signs of vulnerability.
Together, Carefull’s technology and Edward Jones’ advisor relationships are intended to provide a more holistic layer of financial protection by combining real-time monitoring with human insight.
Carefull can also help families detect potential problems earlier, reduce emotional stress for caregivers, preserve independence while enabling collaboration with trusted contacts, and protect long-term financial goals.
The relationship aligns with Edward Jones’ focus on multigenerational planning and family stewardship. The firm said financial safety has become increasingly important as families face rising fraud risks, caregiving complexity, cognitive decline concerns, and the need for more coordinated support across generations.
Edward Jones Ventures invests in tools and technologies that help improve financial fulfillment for clients and support innovation across the financial services industry.
Edward Jones serves more than 9 million clients and has $2.4 trillion in client assets under care as of March 27, 2026. The firm has approximately 55,000 associates and a branch presence in 68% of U.S. counties and all Canadian provinces.
KEY QUOTES:
“Protecting wealth today means protecting people, especially during moments of vulnerability. By combining trusted, human guidance with thoughtful financial safety support, we help families move forward with clarity and confidence.”
David Gunn, Head of U.S. and Canada Business Units at Edward Jones
“Edward Jones’ move to provide Carefull at no cost to clients nationwide reflects a major shift in the industry: financial safety is no longer a nice-to-have, it is becoming central to how firms support families, protect relationships, and preserve financial confidence. As fraud, scams, caregiving needs, and longevity-related risks become more complex, families need more than traditional safeguards. They need proactive tools that help them see risk earlier, involve trusted loved ones, and stay connected across generations. By bringing Carefull to every client and family, Edward Jones is helping set a new standard for what modern financial care looks like.”
Todd Rovak, Co-Founder at Carefull
“Our investment in Carefull through Edward Jones Ventures reflects our conviction that proactive protection helps our clients in their financial journey. As fraud risks and caregiving needs grow more complex, we are investing in innovative solutions that help us anticipate where our clients and their families’ needs are going and not just where they are today.”
Hasan Malik, Chief Strategy Officer at Edward Jones
