Edward Jones Introduces Carefull, Financial Safety Platform to Help Families Protect What Matters Most

Edward Jones today announced a commercial relationship with Carefull, a complimentary digital protection platform provided to all U.S. clients, designed to help individuals and families protect their financial well-being while preserving independence and trust. As financial fraud and scams continue to rise at unprecedented rates — particularly among older adults — this tool provides comprehensive financial protection against scams, identity theft, and financial mistakes, while helping families coordinate care across generations.  Read the full release below and on PR Newswire.

“Protecting wealth today means protecting people, especially during moments of vulnerability,” said David Gunn, Head of U.S. and Canada Business Units at Edward Jones. “By combining trusted, human guidance with thoughtful financial safety support, we help families move forward with clarity and confidence.”

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Financial fraud is a growing concern for Americans according to research from Edward Jones and Morning Consult. Nearly 1 in 4 Americans reported being victims of fraud, and almost half (46%) said they've either experienced it themselves or know someone who has.

“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,” said Todd Rovak, Co-Founder at Carefull. “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.”

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‍How Edward Jones and Carefull are supporting families

Carefull is a financial safety platform that helps monitor accounts for warning signs such as suspicious transactions, behavior changes associated with scams, and even mistakes people make themselves – including those that can come with aging. The tool allows clients to choose to send selected alerts or information to trusted loved ones, creating shared awareness without transferring control.

Carefull operates quietly in the background and is designed to complement the personalized advice and relationships clients have with Edward Jones financial advisors and client support team members, who are uniquely positioned to notice changes in behavior, communication, or financial patterns. These day-to-day interactions can play an important role in identifying early signs of vulnerability.

Together, Carefull’s technology and the attentiveness of Edward Jones practice teams extend a more holistic layer of protection — combining real-time monitoring with human insight to help families stay informed, support early intervention, and safeguard clients’ financial well-being.

Why financial safety matters now

Financial fraud is both common and often underestimated. While 77% of Americans express concern, only 63% feel prepared to respond and just 9% seek guidance from a financial professional. 

As caregivers and adult children become more involved in financial decision-making, families face both greater opportunity and increased vulnerability. Edward Jones sees financial safety as essential to protecting long-term confidence, independence, and family relationships. 

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A differentiated approach to family stewardship

In addition to the commercial relationship with Carefull, Edward Jones announced it made a direct investment in Carefull through Edward Jones Ventures, the venture capital arm of the firm. Edward Jones Ventures identifies, invests in and accelerates the development of innovative tools and technologies that help improve financial fulfillment for clients and positively impact the industry.

“Our investment in Carefull through Edward Jones Ventures reflects our conviction that proactive protection helps our clients in their financial journey,” said Hasan Malik, Chief Strategy Officer at Edward Jones. “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.”

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Edward Jones has long focused on supporting multigenerational planning. Financial safety strengthens that commitment by helping clients and their families stay ahead of potential risks and navigate caregiving and life transitions. Our broader approach is also informed by our partnership with organizations like the Alzheimer’s Association, which highlights the importance of early awareness and support as needs evolve. 

Carefull also helps families:

• Detect problems early, before they escalate
• Reduce emotional stress on families and caregivers by surfacing early warning signs of potential cognitive decline, and providing real-time alerts and shared visibility
• Preserve independence while supporting collaboration by enabling clients to share insights with trusted contacts without giving up control
• Protect clients’ financial goals 

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Carefull is a complimentary benefit for all Edward Jones clients in the U.S. offered through its more than 20,000 financial advisors. Carefull is an independent company, and clients who enroll interact directly with the Carefull platform under its terms and policies.

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To bring Carefull to your financial institution, request a demo. If you are an Edward Jones client, please reach out to your financial advisor to learn more or enroll.

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