On its U.S. funds website, J.P. Morgan Asset Management created a database that enables any financial advisor to analyze 24 model portfolios at no additional cost. The bank allowed InvestmentNews to test the new tool, which functions similar to Amazon where users are able to filter searches and receive tailored results. For instance, an advisor can analyze various models based on the client's investment goals risk tolerance and preferred investment vehicles. Advisors are able to "subscribe" to any of the offered models based on previous performance or client feedback. So far in 2021, nearly 2,000 advisors have analyzed at least 17,000 J.P. Morgan model portfolios.

Additionally, advisors are able to view a side-by-side comparison of a client's holdings alongside three of the model portfolios in order to gather information on performance, expenses and volatility according to Heather Beamer, head of U.S. portfolio insights at J.P. Morgan Asset Management. The application of J.P. Morgan's model portfolio tool comes shortly after the bank acquired 55ip in an effort to expand usage of model portfolios and automated tax technology. In fact, advisors are able to purchase portfolio models directly through 55ip, which will also provide advisors with access to at least 10 tax management models.