Webull-BlackRock Partnership Expands Advisory Services: A New Era in Retail Wealth Management

The partnership between Webull and BlackRock, announced in 2023, has evolved into a landmark collaboration reshaping the retail wealth management landscape. By integrating BlackRock’s institutional-grade model portfolios into Webull’s platform, the duo aims to democratize access to sophisticated investment strategies while leveraging Webull’s tech-driven user experience. This strategic move positions Webull as a formidable competitor to hybrid brokers like Robinhood and SoFi, offering both self-directed trading and professionally managed portfolios under one roof.

The Partnership’s Scope: Beyond Self-Directed Trading

Webull’s advisory services, now powered by BlackRock, offer U.S. investors access to 10+ model portfolios spanning equities, fixed income, alternatives, and digital assets. Users complete a risk tolerance questionnaire to receive a customized portfolio, managed as a discretionary account with automatic rebalancing and oversight by SEC-registered advisors. This contrasts sharply with Webull’s earlier focus on commission-free trading, signaling a shift toward comprehensive wealth management.

The portfolios are designed to cater to diverse goals: conservative retirees, aggressive growth investors, and those seeking exposure to thematic sectors like AI or ESG. By Q3 2025, BlackRock plans to introduce three ESG-focused portfolios, aligning with growing demand for sustainable investing.

Fee Structure and Accessibility: A Competitive Edge

One of the partnership’s most compelling features is its low-cost model. As of 2025, fees range from 0.05% to 0.30% annually, depending on account size, with promotional 0% fees for the first year on new portfolios. This pricing strategy targets cost-sensitive retail investors, a stark contrast to traditional advisory fees often exceeding 1%.

The merger with SK Growth Opportunities Corporation in 2023 provided Webull with the capital to scale its advisory services, while BlackRock’s expertise lends credibility. As of 2025, Webull Advisors manages $33.6 million in regulatory assets under management (AUM) for over 136,000 clients, with 23 million global users on the platform.

Regulatory and Competitive Landscape

The partnership adheres to stringent regulations, with Webull Advisors operating under SEC oversight. This compliance framework addresses concerns about the reliability of robo-advisors, a key selling point against less regulated competitors. Meanwhile, Webull’s expansion into Europe—securing UK regulatory approval in 2023—hints at global ambitions.

However, the partnership faces challenges. Rivals like SoFi and Betterment have entrenched advisory services, while traditional banks like JPMorgan are digitizing their platforms. Webull’s edge lies in its zero-commission trading model and seamless integration of BlackRock’s tools into a single app.

2025 Developments: ESG and Sector-Specific Portfolios

The latest updates underscore the partnership’s evolution. By mid-2025, BlackRock will launch sector-specific portfolios targeting industries like renewable energy and healthcare, capitalizing on thematic investing trends. These offerings, combined with fee reductions for larger accounts (e.g., 0.10% for balances over $50,000), aim to attract high-net-worth investors while retaining retail users.

Conclusion: A Strategic Move with Strong Growth Prospects

The Webull-BlackRock partnership is a masterstroke in retail finance. By combining BlackRock’s institutional-grade portfolio construction with Webull’s tech-savvy platform, the duo is democratizing access to sophisticated strategies at scale. Key drivers of success include:

• Market Timing: The shift toward hybrid brokerage models (self-directed + advisory) aligns with investor demand for both control and professional oversight.
• Cost Efficiency: Fees as low as 0.05% undercut traditional advisors, while ESG and sector-specific portfolios tap into growth sectors.
• Regulatory Credibility: SEC registration and compliance reduce trust barriers for cautious investors.

With 23 million users and $14 billion in total assets, Webull has the scale to disrupt the wealth management space. The 2025 expansion into ESG and thematic portfolios further solidifies its position as a leader in next-gen investing. For investors, this partnership represents a rare blend of innovation, accessibility, and institutional-grade quality—a formula poised to redefine retail finance in the coming years.

In a market where 62% of millennials prefer digital-first wealth management (Statista, 2024), Webull’s vision of “simplified, dynamic portfolios” is not just strategic—it’s inevitable.