JERSEY CITY, N.J.— BNY Mellon’s Pershing (“Pershing”) has launched a new approach to serving clients, aligning its people, services and technology to deliver a simplified and enhanced experience and targeted solutions to support growth, insights and efficiencies.

“Our industry is undergoing significant change,” said Jim Crowley, CEO, Pershing. “Our new model is designed to align our expertise to the evolving needs and business models of our clients. It will allow our clients to more easily tap into the power of the BNY Mellon enterprise and exponentially bolster the scale, capabilities, and insights we can deliver in the marketplace.”

Effective May 1, Pershing will align its US business under two main segments to better serve clients.

Wealth Solutions, co-led by Maura Creekmore and Ben Harrison, serves wealth-oriented broker-dealers, registered investment advisors (RIAs) and trust companies, and will address the evolving and converging needs of these clients. The firm plans to deliver an improved lending solution, as well as digitized account opening and asset transfers, so clients can scale their business. Pershing is also integrating with innovators across portfolio management, financial planning and client relationship management (CRM).

Institutional Solutions, led by David Hopkins, serves institutional-oriented broker-dealers, investment banks and other capital markets firms, hedge funds, and alternative investment managers. Pershing’s institutional platform provides clients with a single, seamless experience backed by the strength and scale of BNY Mellon, offering financing, collateral management, global trade execution, securities lending and syndicate capabilities.

Pershing will organize its client-facing teams to serve these segments and deliver streamlined and higher touch service which will result in simpler communication, collaboration and inquiry resolution.

“Client-centricity has long been a hallmark of how we serve clients,” said Emily Schlosser, COO of Pershing. “Under our new model, we will be able to deliver streamlined service and seamless access to a broader set of solutions, including more money fund and lending options, additional investment product choices and global execution capabilities.”