Wealth management firms could better serve individual clients by bucking conventional ideas about what they want, Bank of America President of Global Wealth Investment Sallie Krawcheck said Monday at the Financial Industry Regulatory Authority annual conference.

That insight comes after Bank of America brokerage Merrill Lynch has spent more time since the financial crisis homing in on the desires of individual investors. The results have shown that investors are “much more risk averse” now, Krawcheck said, as terms like structured products still bring up memories of collateralized debt obligations that contributed to the financial crisis.

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