My Story And Services

My name is Bill Persons and I am a Senior Vice President and Financial Advisor with Morgan Stanley Wealth Management located in Baltimore, Maryland. I have more than 35 years of experience in financial services, joining Morgan Stanley in 2006 after beginning my investment advisory career at Legg Mason in 2000. Prior to joining Legg Mason, I spent 10 years as a Financial Planning Specialist with Wells Fargo.

I graduated with a BSBA degree in Finance from the University of Richmond’s Robins School of Business and an MBA degree from Loyola University Maryland’s Sellinger School of Business. I also holds the CERTIFIED FINANCIAL PLANNER™ designation. This professional credential, conferred by the Certified Financial Planner Board of Standards, Inc., is a rigorous educational endeavor requiring mastery of nearly 100 topics on integrated financial planning, and involves very strict ongoing educational requirements. Bill also holds an Accredited Asset Management Specialist designation from the College for Financial Planning.

I serve a diverse group of clients with a broad range of services. These services include financial planning, investment consulting, portfolio construction, retirement income planning, philanthropic strategy, and insurance analysis. My goal is to develop a comprehensive, customized wealth management strategy for each client, then couple that strategy with ongoing dialogue and proactive communication.

I am honored to have been named a Five-Star Wealth Manager*, annually, from 2012-2024. This award recognizes advisors that rank highest in client service and overall satisfaction. I take great pride in his commitment to putting my clients first and is thankful for this recognition.

I have lived in the Baltimore, MD area since 1989, and I've been an active community member. Currently I reside in Bel Air, MD with my wife and two daughters.

2012-2024 Five-Star Wealth Manager Award
Source: fivestarprofessional.com (Awarded 2012-2024) These awards were determined through an evaluation process conducted by Five Star Professional, based on objective criteria, during the following periods:

2024 Award - 4/10/23 - 10/31/23
2023 Award - 4/18/22 - 10/21/22
2022 Award - 5/10/21 - 11/12/21
2021 Award - 4/27/20 - 10/30/20
2020 Award - 4/19/19 - 11/13/19
2019 Award - 4/19/18 - 11/07/18
2018 Award - 4/21/17 - 11/06/17
2017 Award - 3/26/16 - 11/11/16
2016 Award - 6/16/15 - 11/09/15
2015 Award - 6/16/14 - 11/09/14
2014 Award - 6/16/13 - 11/09/13
2013 Award - 6/16/12 - 11/09/12
2012 Award - 6/16/11 - 11/09/11
Services Include
Securities Agent: NY, MI, DE, AZ, DC, MD, SC, VA, PA, OK, NJ, GA, CT, AL, NH, WA, IN, WV, NC, IL, MA, CO, CA, OR, WI, TX, FL, RI; General Securities Representative; Investment Advisor Representative; Managed Futures
NMLS#: 1268254
Check the background of Our Firm and Investment Professionals on FINRA's BrokerCheck.*

Working With You

My work with you starts with one or more in-depth, exploratory meetings. I need to understand your unique financial situation so I can offer you appropriate advice and strategies.
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    Step 1: Introductory Meeting
    Our relationship begins with an initial discussion aimed towards getting to know you, your lifestyle, and your future goals.
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    Step 2: Discovery Meeting
    During the discovery meeting, we will work together to establish your financial goals by reviewing your current financial situation and developing an appropriate risk tolerance that can help you achieve the financial outcome you envision for yourself.
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    Step 3: Financial Plan Presentation
    Financial plan presentations map out essential factors that play into your financial success such as your employee and employer contributions, liquidity events, and insurance coverage. Examining relevant financial information provides a holistic asset allocation analysis for your accounts helping ensure a comprehensive financial plan.
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    Step 4: Action Items & Next Steps
    After the financial plan presentation, we will follow up with you regarding our analysis and recommendations, which may include adjustments to your financial plan, investment allocation, company benefits and insurance coverage.
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    Step 5: Implementation Meeting
    The implementation meeting focuses on creating prospective strategies custom designed for your specific needs. Recommended changes could include logistics, tax impact, asset allocation adjustments, and saving/benefit modifications.
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    Step 6: Monitoring & Performance Tracking
    Finally, we will be constantly monitoring your assets and analyzing your performance tracking data seeking to ensure your financial expectations are bring met and adjusted accordingly. We will keep a high degree of communication with you to make sure your concerns and requests are always addressed.

Cash Management and Lending

At Morgan Stanley, we recognize that clients and their families have unique needs that require dedicated experience and capabilities. Our goal is to help simplify your financial life with a combination of cash management and lending solutions designed to complement your investment strategy and support your financial goals.




Morgan Stanley Smith Barney LLC is a registered Broker/Dealer, Member SIPC, and not a bank. Where appropriate, Morgan Stanley Smith Barney LLC has entered into arrangements with banks and other third parties to assist in offering certain banking related products and services.

Investment, insurance and annuity products offered through Morgan Stanley Smith Barney LLC are: NOT FDIC INSURED | MAY LOSE VALUE | NOT BANK GUARANTEED | NOT A BANK DEPOSIT | NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY
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    A Modern Alternative to Banking
    The Morgan Stanley CashPlus Brokerage Account provides unlimited ATM fee rebates worldwide, no cash management fees¹, exclusive Identity and Credit Protection from Experian® at no additional cost, plus more.


    ¹No cash management fees will be charged by Morgan Stanley for ATM withdrawals, Foreign Transactions, or Outgoing Wires with eAuthorizations. Third party cash management fees may apply, which may be refunded. A monthly account fee is applicable, but can be avoided if you meet certain criteria.


    Disclosures
    The CashPlus Account is a brokerage account offered through Morgan Stanley Smith Barney LLC. Conditions and restrictions apply. Please refer to the CashPlus Account Disclosure Statement for further details at https://www.morganstanley.com/wealth-disclosures/cashplusaccountdisclosurestatement.pdf

    Morgan Stanley Smith Barney LLC is a registered Broker/Dealer, Member SIPC, and not a bank. Where appropriate, Morgan Stanley Smith Barney LLC has entered into arrangements with banks and other third parties to assist in offering certain banking related products and services.

    Investment, insurance and annuity products offered through Morgan Stanley Smith Barney LLC are: NOT FDIC INSURED | MAY LOSE VALUE | NOT BANK GUARANTEED | NOT A BANK DEPOSIT | NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY
    Discover More
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    Make the Most of Your Cash
    Let your money work for you by taking advantage of our competitive savings rate with the Preferred Savings Program¹ that offers enhanced yields, FDIC insurance, and convenient access of funds.



    ¹Preferred Savings Program for Qualifying Cash is only available with brokerage accounts. Brokerage account fees may apply in certain scenarios.
    Learn More About Preferred Savings Program
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    American Express
    Experience premium perks and luxury benefits on your Platinum Card® from American Express Exclusively for Morgan Stanley and earn cash back on eligible purchases on your Morgan Stanley Blue Cash Preferred® American Express Card. Terms apply. Learn more.








    Disclosures
    The Morgan Stanley Credit Card from American Express is only available for clients who have an eligible Morgan Stanley Smith Barney LLC brokerage account (“eligible account”). Eligible account means a Morgan Stanley Smith Barney LLC brokerage account held in your name or in the name of a revocable trust where the client is the grantor and trustee, except for the following accounts: Charitable Remainder Annuity Trusts, Charitable Remainder Unitrusts, irrevocable trusts and employer-sponsored accounts. Eligibility is subject to change. American Express may cancel your Card Account and participation in this program if you do not maintain an eligible account.
    The Morgan Stanley Credit Card from American Express is issued by American Express National Bank, not Morgan Stanley Smith Barney LLC. Services and rewards for the Cards are provided by either Morgan Stanley Smith Barney LLC, American Express, or other third parties. Restrictions and other limitations apply. See the terms and conditions for the Cards for details. Clients are urged to review fully before applying. Morgan Stanley, its affiliates, and Morgan Stanley Financial Advisors and employees are not in the business of providing tax or legal advice. Clients should speak with their tax advisor regarding the potential tax implications of the Rewards Program upon their specific circumstances.

    American Express may share information about your Card Account with Morgan Stanley in support of Morgan Stanley programs and services. For information as to how Morgan Stanley will use your Card Account data please visit http://www.morganstanley.com/wealth/investmentsolutions/pdfs/adv/mssb_privacynotice.pdf

    Morgan Stanley Credit Card from American Express is issued by American Express National Bank. ©2025 American Express National Bank.

    Morgan Stanley Smith Barney LLC is a registered Broker/Dealer, Member SIPC, and not a bank. Where appropriate, Morgan Stanley Smith Barney LLC has entered into arrangements with banks and other third parties to assist in offering certain banking related products and services.

    Investment, insurance and annuity products offered through Morgan Stanley Smith Barney LLC are: NOT FDIC INSURED | MAY LOSE VALUE | NOT BANK GUARANTEED | NOT A BANK DEPOSIT | NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY
    Learn More About the Morgan Stanley Amex
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    Helping a Loved One Buy a Home
    High home prices and mortgage rates are putting the dream of homeownership out of reach for many would-be buyers. Learn how you can help a loved one break into a tough market.
    Learn More
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    Strategies to Finanace Your Business
    Whether your business is brand new or has been established for decades, you may be at a point where you need financing in order to grow or maintain operations. Perhaps your established medical practice is ready to add cutting-edge imaging machines. Or maybe your boutique needs to increase its inventory to handle an influx of orders. Maybe your company is looking to introduce new products or services, or refine existing offerings. In any case, these goals could be within your grasp—if you can get the right financing.
    Discover More

Modern Wealth Management Tools

Our goal is simple: "To be the firm where the most talented financial advisors in the industry leverage cutting-edge technology and deliver customized wealth management strategies to their clients and their families to help enable them to achieve their life goals." Our comprehensive suite of digital tools are designed to help enhance every aspect of your financial life. Below are a few of the technologies we have to offer our clients. We have also included resources meant to transform complex financial analysis and research into concise and easily digestible content.
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    Morgan Stanley Online
    Morgan Stanley Online digital capabilities and the Morgan Stanley Mobile App provide clients with access to their account information, enriched reporting tools, several cash management solutions and robust market research. The Morgan Stanley Mobile App provides clients with access to their accounts in just a few taps.



    The Morgan Stanley Mobile App is currently available for iPhone® and iPad® from the App StoreSM and AndroidTM on Google PlayTM. Standard messaging and data rates from your provider may apply.
    Register for Morgan Stanley Online Today
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    Morgan Stanley Mobile App
    Life is complicated. Our digital experiences make it easy to manage your money 24/7, from your desktop, tablet or phone. Clients with a Financial Advisor can enjoy the freedom to manage their wealth on their own devices while collaborating with their Morgan Stanley team. It's accessibility at its finest.





    The Morgan Stanley Mobile App is currently available for iPhone® and iPad® from the App StoreSM and AndroidTM on Google PlayTM. Standard messaging and data rates from your provider may apply.
    Learn More About Morgan Stanley Online
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    eDelivery
    eDelivery
    eDelivery provides you with the ability to view statements and other Firm documents electronically in lieu of paper. Clients who are registered in Morgan Stanley Online may enroll in eDelivery. Currently, documents available through eDelivery include statements, trade confirmations and prospectuses, general correspondence, selected Internal Revenue Service (IRS) approved tax documents, syndicate offerings, shareholder communications, and portfolio reports.
    Learn More About eDelivery
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    eSign
    eSign simplifies electronic document signing. Upon receiving an email from "Morgan Stanley via DocuSign," you'll be guided to verify your identity and sign the document securely. Once signed, the document is sealed against any tampering or edits.
    Learn More About eSign
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    eAuthorizations
    eAuthorizations empowers you to swiftly grant electronic authorization for both domestic and international transactions, whether one-time or recurring, via Morgan Stanley Online and through the Mobile App. This feature utilizes a robust multi-factor authentication system to verify your identity, effectively enhancing security and reducing associated risks.
    Learn More About eAuthorization
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    Digital Vault
    Digital Vault lets you easily and securely manage and share important documents such as account statements, authorizations, tax filings and other relevant documents with your Financial Advisor.




    Disclosures
    Not all documents can be accepted into Digital Vault.
    Learn More About Digital Vault
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    Total Wealth View
    The ability to view all of your assets together provides the opportunity to advise on your Morgan Stanley accounts with your entire financial picture in mind. This new tool allows you to link information from your accounts at other financial institutions directly to your Morgan Stanley Online or Morgan Stanley Mobile App profile.



    Information related to your external accounts is provided for informational purposes only. It is provided by third parties, including the financial institutions where your external accounts are held. Morgan Stanley does not verify that the information is accurate and makes no representation or warranty as to its accuracy, timeliness or completeness.

    Financial Advisor(s) may not provide advice on any external account. Additional information about the services described above and offered on Morgan Stanley Online are in the applicable Terms and Conditions of Use.
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    Spending and Budgeting Tool
    One way to manage savings is by using Morgan Stanley's Spending and Budgeting tool. These tools help advisors monitor client cash flows across both internal and external accounts. It also tracks spending patterns and produces an income and expense analysis to help clients achieve their goals by adjusting their spending behavior when necessary.
    Start Using The Tool Today!

Knowledge is power.

I believe financial education can lead to better insights into our investment strategy and discipline, and ultimately, better long-term decisions. As a result, I am committed to providing you with important information about managing your wealth more effectively in today’s global markets.
I have assembled the following resources that can help reinforce the fundamental tools, investment strategies and concepts of our practice. I’ve provided links to these materials and hope you’ll return often to learn more about the tools and topics that impact your overall wealth.
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    Global Investment Committee On The Markets
    A monthly publication that summarizes the Global Investment Committee’s market outlook and contains thought-provoking essays that examine the forces shaping the investment landscape. Check out this month's edition below.
    Read GIC On the Markets
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    Your Guide to Tax-Efficient Planning
    The tax decisions you make today can help you save for years to come. Consider these smart tax strategies for your financial plan. Utilizing these strategies can help you enjoy more of your nest egg.
    Learn More
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    Thoughts on the Market Podcast
    With perspectives on the forces shaping the market, join Mike Wilson, Chief Investment Officer and Chief US Equity Strategist for Morgan Stanley, as he and his colleagues discuss a variety of viewpoints regarding the latest trends in the financial marketplace.
    Listen Here

Client Service Team

    Carousel Associate Image
    Ayanna Byrd - Registered Client Service Associate
    Phone:
    (410) 494-1873(410) 494-1873
    Email:Ayanna.Byrd@morganstanley.com
    Ayanna is a 2020 graduate of the University of Maryland, College Park. After initially working in public health, Ayanna transitioned into the finance industry in 2022. She joined Merrill Lynch in 2023, before moving to Morgan Stanley in October of the same year. Outside of work, Ayanna enjoys cooking and reading.

Location

1201 Wills Street
Ste 700
Baltimore, MD 21231
US
Direct:
(410) 736-5345(410) 736-5345
Toll-Free:
(800) 837-5833(800) 837-5833
Fax:
(443) 965-9311(443) 965-9311
Wealth Management
Global Investment Office

Portfolio Insights

Retirement

Working with you to understand your life goals and develop a personalized wealth strategy. Today and for the years to come.
  • 401(k) Rollovers
  • IRA Plans
  • Retirement income strategies
  • Retirement plan participants
  • Annuities
4 Financially Smart Ways to Take Money Out of Retirement Accounts
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4 Financially Smart Ways to Take Money Out of Retirement Accounts

Discover how planning for required minimum distributions from retirement accounts can help you fund future needs and support loved ones.

Investing

Working closely with you to guide your wealth and investments through the most challenging market cycles.
  • Asset Management
  • Wealth Planning
  • Traditional Investments
  • Alternative Investments
  • Impact Investing
Tax-Smart Ways to Sell Securities
How investors can tap their portfolios in tax-savvy ways.

Tax-Smart Ways to Sell Securities

Realizing profits seems like the best part of investing, but taxes can add up. Our new analytics tool can help investors tap their portfolios in tax-savvy ways.

Family

Creating customized financial strategies for the challenges that today’s families face.
  • Estate Planning Strategies
  • 529 Plans / Education Savings Planning
  • Long Term Care Insurance
  • Special Needs Planning
  • Trust Services
529 Plans: A Powerful Tool to Save for Education
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529 Plans: A Powerful Tool to Save for Education

Though education costs continue to climb, starting to save and invest early can make a difference.

Business Planning

Helping you on key aspects of your business such as ownership, liquidity and developing opportunities.
  • Succession Planning
  • Business Planning
  • Qualified Retirement Plans
Financial Planning for Life After Selling a Business
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Financial Planning for Life After Selling a Business

Selling your business can mean big changes for your life, both personally and financially. Know how to make the most of your windfall.
Ready to start a conversation? Contact William S Persons today.
Market Information Delayed 20 Minutes
Certified Financial Planner Board of Standards, Inc. (CFP Board) owns the certification marks CFP®, CERTIFIED FINANCIAL PLANNER™, and CFP® (with plaque design) in the United States, which it authorizes use of by individuals who successfully complete CFP Board’s initial and ongoing certification requirements.

1When Morgan Stanley Smith Barney LLC, its affiliates and Morgan Stanley Financial Advisors and Private Wealth Advisors (collectively, “Morgan Stanley”) provide “investment advice” regarding a retirement or welfare benefit plan account, an individual retirement account or a Coverdell education savings account (“Retirement Account”), Morgan Stanley is a “fiduciary” as those terms are defined under the Employee Retirement Income Security Act of 1974, as amended (“ERISA”), and/or the Internal Revenue Code of 1986 (the “Code”), as applicable. When Morgan Stanley provides investment education, takes orders on an unsolicited basis or otherwise does not provide “investment advice”, Morgan Stanley will not be considered a “fiduciary” under ERISA and/or the Code. For more information regarding Morgan Stanley’s role with respect to a Retirement Account, please visit www.morganstanley.com/disclosures/dol. Tax laws are complex and subject to change. Morgan Stanley does not provide tax or legal advice. Individuals are encouraged to consult their tax and legal advisors (a) before establishing a Retirement Account, and (b) regarding any potential tax, ERISA and related consequences of any investments or other transactions made with respect to a Retirement Account. Individuals should consult their tax advisor for matters involving taxation and tax planning and their attorney for matters involving trust and estate planning, charitable giving, philanthropic planning and other legal matters.

For more information, please see the Morgan Stanley Smith Barney LLC Client Relationship Summary.

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2Morgan Stanley’s investment advisory programs may require a minimum asset level and, depending on your specific investment objectives and financial position, may not be appropriate for you. Please see the Morgan Stanley Smith Barney LLC program disclosure brochure (the “Morgan Stanley ADV”) for more information in the investment advisory programs available. The Morgan Stanley ADV is available at www.morganstanley.com/ADV.

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3Annuities are offered in conjunction with Morgan Stanley Smith Barney LLC’s licensed insurance agency affiliates.

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4When Morgan Stanley Smith Barney LLC, its affiliates and Morgan Stanley Financial Advisors and Private Wealth Advisors (collectively, “Morgan Stanley”) provide “investment advice” regarding a retirement or welfare benefit plan account, an individual retirement account or a Coverdell education savings account (“Retirement Account”), Morgan Stanley is a “fiduciary” as those terms are defined under the Employee Retirement Income Security Act of 1974, as amended (“ERISA”), and/or the Internal Revenue Code of 1986 (the “Code”), as applicable. When Morgan Stanley provides investment education, takes orders on an unsolicited basis or otherwise does not provide “investment advice”, Morgan Stanley will not be considered a “fiduciary” under ERISA and/or the Code. For more information regarding Morgan Stanley’s role with respect to a Retirement Account, please visit www.morganstanley.com/disclosures/dol. Tax laws are complex and subject to change. Morgan Stanley does not provide tax or legal advice. Individuals are encouraged to consult their tax and legal advisors (a) before establishing a Retirement Account, and (b) regarding any potential tax, ERISA and related consequences of any investments or other transactions made with respect to a Retirement Account. Individuals should consult their tax advisor for matters involving taxation and tax planning and their attorney for matters involving trust and estate planning, charitable giving, philanthropic planning and other legal matters.

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5When Morgan Stanley Smith Barney LLC, its affiliates and Morgan Stanley Financial Advisors and Private Wealth Advisors (collectively, “Morgan Stanley”) provide “investment advice” regarding a retirement or welfare benefit plan account, an individual retirement account or a Coverdell education savings account (“Retirement Account”), Morgan Stanley is a “fiduciary” as those terms are defined under the Employee Retirement Income Security Act of 1974, as amended (“ERISA”), and/or the Internal Revenue Code of 1986 (the “Code”), as applicable. When Morgan Stanley provides investment education, takes orders on an unsolicited basis or otherwise does not provide “investment advice”, Morgan Stanley will not be considered a “fiduciary” under ERISA and/or the Code. For more information regarding Morgan Stanley’s role with respect to a Retirement Account, please visit www.morganstanley.com/disclosures/dol. Tax laws are complex and subject to change. Morgan Stanley does not provide tax or legal advice. Individuals are encouraged to consult their tax and legal advisors (a) before establishing a Retirement Account, and (b) regarding any potential tax, ERISA and related consequences of any investments or other transactions made with respect to a Retirement Account. Individuals should always check with their tax or legal advisor before engaging in any transaction involving 529 Plans, Education Savings Accounts and other tax-advantaged investments.

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6Insurance products are offered in conjunction with Morgan Stanley Smith Barney LLC’s licensed insurance agency affiliates.

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7Insurance products are offered in conjunction with Morgan Stanley Smith Barney LLC’s licensed insurance agency affiliates.

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8Morgan Stanley Smith Barney LLC is a registered Broker/Dealer, Member SIPC, and not a bank. Where appropriate, Morgan Stanley Smith Barney LLC has entered into arrangements with banks and other third parties to assist in offering certain banking related products and services.

Investment, insurance and annuity products offered through Morgan Stanley Smith Barney LLC are: NOT FDIC INSURED | MAY LOSE VALUE | NOT BANK GUARANTEED | NOT A BANK DEPOSIT | NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY

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Check the background of our Firm and Investment Professionals on FINRA's BrokerCheck*.

The information, products and services described here are intended only for individuals residing in states where this Financial Advisor is properly registered as described in this site.

Morgan Stanley reserves the right, to the extent permitted under applicable law, to retain and monitor all electronic communications. Morgan Stanley will not accept purchase or sale orders via any Internet site, social media site and/or its messaging systems. Morgan Stanley does not endorse and is not responsible and assumes no liability for content, products or services posted by third-parties on any Internet site, social media site and/or its messaging systems. All electronic communications are subject to terms available at the following link:
https://www.morganstanley.com/disclaimers/mswm-email.html. Any profiles and associated content are for U.S. residents only.

The securities/instruments, services, investments and investment strategies discussed in this material may not be appropriate for all investors. The appropriateness of a particular investment, investment strategy or service will depend on an investor's individual circumstances and objectives. Morgan Stanley Smith Barney LLC recommends that investors independently evaluate particular investments, strategies and services, and encourages investors to seek the advice of a Financial Advisor or Private Wealth Advisor. This material does not provide individually tailored investment advice. It has been prepared without regard to the individual financial circumstances and objectives of persons who receive it.

Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors or Private Wealth Advisors do not provide tax or legal advice. Individuals should consult their tax advisor for matters involving taxation and tax planning and their attorney for legal matters.

Morgan Stanley Smith Barney LLC (“Morgan Stanley”) is not implying an affiliation, sponsorship, endorsement with/of the third party or that any monitoring is being done by Morgan Stanley of any information contained within the website. Morgan Stanley is not responsible for the information contained on the third-party website or the use of or inability to use such site. Nor do we guarantee their accuracy or completeness.

The views, opinions or advice contained within third party websites or materials are solely those of the author, who is not a Morgan Stanley employee, and do not necessarily reflect those of Morgan Stanley Smith Barney LLC, or its affiliates. The strategies and/or investments referenced may not be appropriate for all investors as the appropriateness of a particular investment or strategy will depend on an investor's individual circumstances and objectives.

*References to length of service at Morgan Stanley include years at Morgan Stanley and predecessor firms.

Certified Financial Planner Board of Standards Inc. owns the certification marks CFP®, CERTIFIED FINANCIAL PLANNER™ and federally registered CFP (with flame design) in the U.S, which it awards to individuals who successfully complete CFP Board’s initial and ongoing certification requirements.

The use of the CDFA designation does not permit the rendering of legal advice by Morgan Stanley or its Financial Advisors which may only be done by a licensed attorney.  The CDFA designation is not intended to imply that either Morgan Stanley or its Financial Advisors are acting as experts in this field.

Awards Disclosures
CRC 6491812 (04/2024)