Edward Jones Offers Clients Carefull Fraud Protection Free
Edward Jones announced a commercial relationship with Carefull to provide all U.S. clients with a complimentary digital protection platform designed to help individuals and families protect against financial fraud, identity theft and scams.
The St. Louis-based firm also made a minority investment in Carefull through Edward Jones Ventures, its capital venture arm, though the amount and terms of the transaction were not disclosed.
“Protecting wealth today means protecting people, especially during moments of vulnerability,” said David Gunn, head of U.S. and Canada business units at Edward Jones in a prepared statement.
“Edward Jones’ move to provide Carefull at no cost to clients nationwide reflects a major shift in the industry: financial safety is no longer a nice-to-have, it is becoming central to how firms support families, protect relationships and preserve financial confidence,” said Todd Rovak, co-founder at Carefull.
Nearly one in four Americans reported being victims of fraud, and almost half said they’ve either experienced it themselves or know someone who has, according to research gathered during a nationwide online survey of more than 2,000 U.S. adults conducted by Edward Jones and Morning Consult.
Carefull monitors accounts for warning signs such as suspicious transactions, behavior changes associated with scams and mistakes people make themselves.
The tool allows clients to send selected alerts or information to trusted loved ones, creating shared awareness without transferring control.
Rovak said Carefull has continued to innovate over the last five years and of late has focused on improved access tools for admin and support staff, introduced firm-branded landing pages for client self-enrollment, and built deeper integrations and embedded portal experiences so Carefull and client accounts show up where clients already are.
In October 2025, Carefull announced the rollout of GreyMatter, its artificial intelligence insights engine, at the Money20/20 conference held in Las Vegas.
“We’ve also continued to lean into our GreyMatter AI engine, focused on Aging Financial Risk Management, and it shows up in so many ways across the Carefull application,” said Rovak, who added that this ranges from helping to spot new signals of cognitive decline, to new alerts and pattern recognition around the latest complex scams, like those involving gold purchases from fake merchants or theft by a loved one or caregiver.
The platform is available through Edward Jones’ more than 20,000 financial advisors.
Among others, Carefull has previously announced partnerships with the RIA Integrated Partners, national insurance carrier Nationwide and independent broker/dealer Cetera Financial Group.
The application first launched in February 2021 with an initial seed funding round of $3.2 million. In 2023, Carefull raised a $16.5 Series A round bringing its total funding to $19.7 million.