Morgan Stanley Wins Two 2025 Celent Model Wealth Manager Awards for Technology Innovation in Wealth Management
NEW YORK — Morgan Stanley (NYSE: MS) announced today that it has won two 2025 Celent Model Awards recognizing the Firm's innovative use of technology. The Firm secured Model Wealth Manager Awards for its SMA Matching and Transition Analysis Tools in the Data and Analytics category and for its AI @ Morgan Stanley Debrief in the Emerging Technologies category.
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'As our teams are continuously innovating and sourcing technology to push the industry forward, it's an honor to be recognized by Celent,' said Jed Finn, Head of Morgan Stanley Wealth Management. 'These awards validate our commitment to leverage technology to build a differentiated platform for our Financial Advisors that helps them grow their practice while effectively meeting the evolving and increasingly complex needs of our wealth clients.'
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Celent's Model Wealth Manager awards recognize best practices of technology usage in different areas critical to success in wealth management and is the premier award that a financial firm in the industry can receive from Celent.
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Morgan Stanley's SMA Matching and Transition Analysis Tools enable Advisors to quickly understand where clients' current portfolios have overlapping holdings or positions with Morgan Stanley or external asset manager solutions. The Transition Analysis Tool generates a report that evaluates potential tax implications of transitioning into those managed portfolios. The tools paired together give Advisors and clients a comprehensive understanding of the risk and tax impacts of different transition scenarios. Since launch, Advisors have executed over 20,000 Transition Analyses and generated over 5,000 transition reports for clients and prospects.
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The AI @ Morgan Stanley Debrief tool leverages GenAI to assist Financial Advisors in Zoom meetings by taking notes, providing summaries, generating follow-up email drafts, and importing call information into clients' CRM profiles. With notetaking off the table, Financial Advisors are able to be fully engaged in meetings and quickly move onto their next tasks all while clients receive comprehensive notes with next steps. Morgan Stanley's team developed, piloted, and rolled out the solution to all its Financial Advisors.
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This announcement comes on the heels of 2024 awards, where Morgan Stanley Wealth Management won a Model Wealth Manager Award for its AI @ Morgan Stanley Assistant in the Essential and Emerging Technologies category, a Model Wealth Manager Award for its Fractional Share program in the Personalization category, and a Model Risk Manager Award for its Portfolio Risk Platform in the Data and Analytics category.
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For more information about Morgan Stanley's Celent Award honors as well as a full list of this year's honorees, please visit here.
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About Morgan Stanley Wealth Management
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Morgan Stanley Wealth Management, a global leader, provides access to a wide range of products and services to individuals, businesses, and institutions, including brokerage and investment advisory services, financial and wealth planning, cash management and lending products and services, annuities and insurance, retirement and trust services.
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About Morgan Stanley
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Morgan Stanley (NYSE: MS) is a leading global financial services firm providing a wide range of investment banking, securities, wealth management and investment management services. With offices in 42 countries, the Firm's employees serve clients worldwide including corporations, governments, institutions and individuals. For further information about Morgan Stanley, please visit www.morganstanley.com.
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The Celent Model Wealth Manager 2025 Awards for Data and Analytics and Essential and Emerging Technologies were granted to Morgan Stanley Smith Barney LLC ('Morgan Stanley') following an evaluation process conducted by Celent analysts. To be considered for this award, Morgan Stanley submitted Model Wealth Manager 2025 Nomination Award Worksheets to Celent on or about January 30, 2025. Celent judged each submission on three criteria: (1) Measurable business benefits of live initiatives; (2) degree of innovation relative to the industry; and (3) technology or implementation excellence. In order to win, the initiatives must demonstrate clear business benefits, innovation, and technology or implementation excellence.
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Celent does not receive compensation from the participating firms in exchange for the award and Morgan Stanley did not pay a fee to Celent in exchange for the award. Morgan Stanley is not affiliated with Celent. Based on their submission on January 30, 2025 for Celent's 2025 Model Awards program, Celent granted Morgan Stanley their awards in June, 2025 and publicly shared the news in June, 2025. Celent is a global financial services research and advisory firm and is responsible for determining the recipient of this award.
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Morgan Stanley does not provide tax or legal advice. Financial Advisors should encourage their clients to consult his/her personal tax and/or legal advisor to learn about any potential tax or other implications that may result from acting on a particular recommendation.
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Morgan Stanley provides certain products or services supported by AI via an arrangement with OpenAI LLC (OpenAI), an unaffiliated party. Morgan Stanley employees using such products or services are bound by all applicable policies and procedures. Morgan Stanley is not responsible for products and service offered by OpenAI on a basis separate from its arrangement with Morgan Stanley.
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The Portfolio Analysis report ('Report') is generated by Morgan Stanley Smith Barney LLC's ('Morgan Stanley') Portfolio Risk Platform. The assumptions used incorporate portfolio risk and scenario analysis which is powered by BlackRock's Aladdin Wealth, a financial technology and risk analytics provider that is independent of Morgan Stanley. Aladdin Wealth's role is limited to providing risk analytics to Morgan Stanley and is not acting as a broker-dealer or investment adviser, nor does it provide investment advice with respect to the Report. Morgan Stanley has validated and adopted the analytical conclusions of these risk models.
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This material has been prepared without consideration of the investment objectives, risk tolerance or financial circumstances of any specific investor. Before making a recommendation, the Financial Advisor or Private Wealth Advisor must have a reasonable basis for such a recommendation, and take into account the client's circumstances, objectives and risk tolerance to ensure it is appropriate for the client.
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