Merrill Lynch's investment insights service has launched an online advisory platform that marries in-house research and expertise with easy-to-use technology, as opposed to using algorithms.

Merrill Edge, an investment service that offers access to the investment insights of Merrill Lynch, yesterday launched an online advisory platform that it says combines expert insight with convenience and flexibility.

Merrill Edge Guided Investing offers investors “another way to pursue their financial goals, whether they have a little or a lot to invest,” Bank of America said in a statement. Powered by research and financial experitse, the platform provides access to strategies built and managed by the firm's global wealth and investment management chief investment office as opposed to using algorithms.

Investors can open an account with Merrill Edge Guided Investing with as little as $5,000. Clients specify an investing goal and, based on the information they provide, then receive a recommended investment strategy devised by a team of Merrill Lynch's investment specialists. 

“Not all investors are alike, and neither are all online advisory platforms. We recognize that investors have different needs, preferences, and levels of complexity in their lives. No matter when, where, or how they like to invest — whether independently, with an advisor, or through some combination of both — we aim to help them pursue their financial and life goals. Merrill Edge Guided Investing is our way of bringing together advice and technology to create stronger relationships with investors,” said Aron Levine, head of Merrill Edge.