By James Langton

(December 21 – 14:55 ET) – Registered Rep is out with its brokerage report card, ranking Edward Jones as its number one firm.

RR, a U.S. publication, produces a report card on retail brokerages, similar to the one published by Investment Executive publishes annually in its May issue, surveying about 400 retail brokers in the United States. The survey asks brokers to rate their firms from 0 to 10 in a number of categories.

The magazine rates eight firms, two of which also have Canadian operations — Edward Jones and Merrill Lynch. Also rated are AG Edwards, Prudential Securities, Paine Webber, First Union Securities, Salomon Smith Barney, and Morgan Stanley Dean Witter.

In each of four general categories — work environment, support, product and management — Edward Jones received the highest average ratings.

Of Edward Jones brokers, RR says, “concerns about ambitious expansion plans outweigh fears of being sold. So far, the firm’s commitment to old-fashioned values and products remains intact, and Jones brokers like it that way.”