Case Study: Merrill Lynch achieves 21% more new assets under management with LinkedIn Sales Solutions

Merrill Lynch embraces the era of the Warm Call with LinkedIn Sales Navigator

Merrill Lynch, a New York–based wealth management firm with about 15,000 employees, faced a shift away from cold calling toward relationship-driven selling in a highly regulated industry. The firm needed a way to reach qualified prospects while ensuring every outreach tool met strict compliance, monitoring, and record-keeping requirements.

Merrill Lynch trained advisors to use LinkedIn Sales Navigator to "target, understand, engage"—leveraging advanced filters, second-degree connections, and personal branding on LinkedIn to build authentic relationships at scale. The platform fit under the firm’s compliance umbrella, was rolled out company-wide, and delivered measurable impact: users of Sales Navigator generated 21% more new assets under management.

Merrill Lynch

Jonathan Jerome

Vice President, Digital Strategy Consultant