Recession? Financial meltdown? You couldn’t tell it by the local employment levels at St. Louis’ four major brokerage firms.
Scottrade, Wells Fargo Advisors, Edward Jones and Stifel Financial Corp. saw business slow as investors fled stocks in late 2008 and early 2009. But local employment held up, making the major brokerages into an oasis of stability in the worst job market in nearly three decades.
Brokerage jobs on Jefferson Avenue held at about 5,000 as the signs on the building changed from Wachovia Securities to Wells Fargo Advisors last year. That’s about the same level of employment as in 2007, when the sign read A.G. Edwards.
At Edward Jones, based in Des Peres, the head count rose to 5,370 as of January from 5,164 two years ago. There are 1,357 workers at Scottrade, headquartered in Town and Country, compared to 1,022 two years back.
Stifel, parent of the Stifel Nicolaus & Co. brokerage, has 986 local employees compared to 480 in 2005.
The local players held on while big national firms, such as Merrill Lynch and UBS, stumbled. Stifel this year bought up 54 UBS offices.
The local firms are very different from each other: Scottrade is a discounter; Edward Jones has a unique strategy built around single-broker offices; Stifel is a stand-alone full service brokerage. The firm now known as Wells Fargo Advisors was sold twice in the past two years and ended up as the retail brokerage arm of a giant West Coast bank.
All four came through the recession largely because they stuck to the basic business of a brokerage — selling stocks, bonds and mutual funds — mainly to individual clients. They didn’t do a lot of risky trading for their own company accounts, and they didn’t go head over heels in debt.
"We’re not talking about Merrill Lynch and the New York guys who live by boom and bust. We’re talking stable and thrifty," said Juli Niemann, a long-time observer of the St. Louis brokerage scene and now an analyst at Smith Moore & Co.
Brokerages are typically slow to lay off skilled people during bad times, because it’s hard to hire them back when business picks up, said Niemann. But the bigger national brokerages and investment banks had to send herds of people out the door as their earnings collapsed under huge investment losses.
The Jefferson Avenue operation did get caught up in the meltdown, by virtue of a sick parent company. After buying A.G. Edwards, Wachovia made St. Louis the headquarters for its combined retail brokerage operation, which became the second-largest in the country.
Wachovia then nearly went broke, weighed down by investments in failing mortgages and other lending disasters. Regulators helped finance its sale to Wells Fargo. Wells Fargo didn’t have its own brokerage operation, so it left the St. Louis business largely intact.
"A.G. Edwards latched on to one of the subprime kings," said Ron Kruszewski, CEO at Stifel. "We did not get involved at all in that mess, and neither did Edward Jones. That tsunami benefits firms like us and Scottrade."
Although the employment level held steady, there was considerable churn among employees during the transition from Edwards to Wachovia to Wells. Wachovia and Stifel got into a legal fight after several Wachovia brokers switched to Stifel. Stifel so far has been winning before arbitration panels.
The crash of 2008 set Stifel on a buying spree. As a firm with lots of capital, it was positioned to buy the remnants of weaker firms. That meant growth in the St. Louis headquarters downtown on Broadway.
The presence of the big brokerages, as well as smaller players and local offices of national firms, gives St. Louis a brokerage with a big group of people who know brokerage administration, IT and investment strategy.
Bank trust departments and financial companies such as MasterCard International and CitiMortgage in St. Charles deepen the region’s pool of expertise in money management.
"It’s good for all of us; it grows the talent pool," says Jane Wulf, chief administrative officer at Scottrade. "I think we all hire from each other, but it’s not huge. We may get a few Jones people or Wells people here."
It helps other businesses as well.
As a discount broker with a big online presence, Scottrade is technology driven and Niemann says technology changes account for much of the hiring.
Wells Fargo flies stock brokers from around the country to St. Louis for training — enough to fill 30,000 hotel room nights a year. "Being centrally located allows us to bring financial advisers here pretty easily," says J. Craig Addison, human resources director for Wells Fargo Advisors.
The loss of the American Airlines hub at Lambert Field has made getting here more complicated, with fewer direct flights. But "it hasn’t proven to be an issue," says Addison.
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