Osaic’s new president, Shannon Reid, says the firm’s technology and flexibility appeal to a range of financial advisors.

When Osaic, one of the largest independent broker-dealers, first approached Shannon Reid about taking a leadership position, she was resistant—she was approaching two decades of service at rival Raymond James and was happy there. But as Reid learned more about the position, as president of Osaic and head of advisor growth and engagement, “it just became too compelling to pass up,” she says.

Speaking with Barron’s Advisor, Reid says the Scottsdale, Ariz.-based firm expects to keep its 7,000-plus financial advisors ahead of the curve by continually adding cutting-edge technology. While praising the combination of Osaic’s 11 broker-dealer’s into a single entity—with most of that work done in 2023 and 2024—she says the $700 billion-plus-asset business still has to live up to its potential. Lastly, she argues that artificial intelligence chatbots won’t compete with human advisors for advisory clients; instead, they will reveal the value of human advisors.

Read the Q&A at Barron's.

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