Edward Jones, known for its Advisor-On-Every-Main-Street approach to wealth management, has an ambitious growth plan that could unseat the largest player in the industry, at least in terms of advisor headcount.

The broker-dealer plans to add thousands of advisors over the next five years, potentially shooting past Morgan Stanley. The wirehouse is currently the top firm, reporting 15,915 advisors as of the first quarter of this year, writes Associate Editor Andrew Welsch in this month’s probing story about Edward Jones.

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