Pershing has rolled out new mutual fund and ETF solutions for emerging and mass affluent investors - an underserved market it says offers cross-generational business opportunities.

Pershing, a BNY Mellon company, has rolled out new mutual fund and exchange-traded fund products through its affiliate Lockwood Advisors.

The Lockwood WealthStart Portfolios mutual fund and ETF offering, along with new products provided by third-party providers, feature a range of asset allocation strategies and a minimum balance of $10,000.

“Emerging and mass-affluent investors can now have greater access to professionally managed investment solutions,” said Joel Hempel, chief operating officer at Lockwood. “These investors represent a large, often underserved market. By offering a suite of diversified risk-based portfolios to this segment, advisors and registered reps can serve new clients and take advantage of cross-generational opportunities.”