The Secret Sauce Morgan Stanley’s CEO Is Leaving for His Successor
Over the past five years, Morgan Stanley CEO James Gorman spent $14 billion buying the pieces of what is now the world’s second-biggest provider of corporate stock plans. It was a bold bet to get an inside track to people sitting on valuable company equity who one day will be rich.
The business now oversees plans with 12 million individual participants at 2,100 public companies and 1,000 private companies, bank executives told The Information. Clients include Stripe, Uber and Dropbox. Now the open question is whether Morgan Stanley can convince those individuals to let it manage their wealth whenever they’re able to cash in on the equity.
THE TAKEAWAY
• Bank has 1,000 private companies as stock-plan clients
• Workplace business key to CEO’s goal of $10 trillion in client assets
• Gorman quietly built the No. 2 provider of stock-plan services
Gorman, who is stepping down within the coming year, envisions workplace stock plans as the main way Morgan Stanley will keep growing its wealth business, already one of the world’s largest with nearly $5 trillion in client money under management.
That’s a big departure from how the bank traditionally nabbed wealthy clients, who usually came through its financial advisers, and part of Gorman’s lofty goal of growing Morgan Stanley’s wealth and asset management businesses to $10 trillion in assets over the next five to 10 years. Wealth represents about $8 trillion of that goal.
Part of the appeal is that workers with equity in corporate stock plans tend to be younger—their average age is 40, the executives said, while typical clients of Morgan Stanley financial advisers have an average age of 60. If Morgan Stanley can hold onto the workers once their stock converts to cash, those customers will prove valuable for years to come. That could help boost profit margins in the wealth business to at least 30%—another goal Gorman set—up from around 25% now.
“If we get it right, if the formula works, we get the chance to be their wealth manager—from someone who just has $5,000 starting out, to the founders,” said Brian McDonald, who heads Morgan Stanley at Work.
Gorman’s grand plan dates back more than a decade, to when Morgan Stanley acquired brokerage firm Smith Barney, inheriting a small stock plan administrator as part of the deal. It would take years for Morgan Stanley to take full control of Smith Barney. In 2018, Gorman was ready to expand further. The bank started by buying Canadian stock-plan administrator Solium for $900 million. Two years later, in 2020, it added Barclays’ stock-plan business and another more sizable one through its $13 billion acquisition of E-Trade, better known as a low-cost online trading company. Last year Morgan Stanley also bought American Financial Systems for around $117 million.
Morgan Stanley has not ruled out another acquisition in the workspace realm, people familiar with the strategy said.
Morgan Stanley oversees $402 billion in unvested employee stock, as of June 30, and ranks No. 1 in stock-plan services and No. 2 among workplace providers, according to its own analysis. It competes against money managers like Fidelity, banks like UBS and Bank of America, benefits firms like Voya Financial and startups like Carta, which is popular with venture-backed private companies.
The bank earns fees for overseeing stock plans and advising companies on cap-table management, retirement plans, benefits and tax strategies. But the bigger play is when workers’ stock awards vest and they can sell, giving them money for other investments.
One customer using Morgan Stanley at Work is StockTwits, a stock and crypto trading platform and social network. While smaller than the typical Morgan Stanley customer, with around 60 employees, it uses Morgan Stanley because rival providers do not offer the same breadth of services and switching can be an expensive hassle, said StockTwits CEO Rishi Khanna. “You get all these other services from Morgan Stanley,” he said. “You get the wealth management; you get all the banking services."
Other companies that have used its services include Stripe, Uber, Dropbox, Shopify, Atlassian, Grammarly and Hootsuite. More than 260 companies that are now part of Morgan Stanley at Work went public between 2017 and 2021, before the IPO boom went bust.
Morgan Stanley faces a challenge in convincing people to keep money at the bank once their stock awards vest. E-Trade historically struggled to hold onto most of its workplace customers’ money, though that situation started to improve once Morgan Stanley bought it. The rate has so far doubled from 15% of client assets managed under E-Trade to 30% at Morgan Stanley.
“It’s a good strategy because they’re getting a first look at converting those people into clients,” said David Donovan, a consultant with Publicis Sapient who focuses on financial services. “It’ll still be incumbent upon them to create a service that resonates with the employees.”
Morgan Stanley has had some success in retaining those clients. It moved $150 billion from workplace customers into accounts with advisers over the past few years, Chief Financial Officer Sharon Yeshaya told analysts last month. Another $350 billion in vested shares shifted into Morgan Stanley brokerage accounts, teeing clients up for a pitch on the bank’s wealth services.
And the bank is working on different ways of keeping people. As soon as September it will be providing a single login for stock-plan customers and later do so across the Morgan Stanley wealth platform. That one sign-in is important because it can help customers see all available options without having to follow prompts that take them to new websites—the kind of friction that leads people to bounce rather than want to talk to an adviser or open a trading account.
Another important effort underway, Project Genome, uses machine-learning tools to analyze workplace customers, determine what products or services they may need and refer them to the appropriate adviser when it makes sense to do so.
However, the process is complex: The bank needs to make sure employers contractually allow Morgan Stanley to perform such an analysis, identify which employees are relevant and then convince them they should work with an adviser. From there it can figure out what wealth products they might want and find the best adviser for them to work with.
Once all of that occurs, Morgan Stanley can share data and analytics with the adviser for a sales pitch. But it has to do so in a way that doesn’t run afoul of data-privacy rules as well as fiduciary and suitability standards for how advisers can pitch clients. Genome is now deployed through the workplace business, but is not yet running at full capacity. The process requires a tremendous amount of work, sources said, and Morgan Stanley is still ironing out some of the kinks.