St. Louis-based wealth firm Benjamin F. Edwards says it has opened a corporate RIA: Edwards Wealth Management.

In a nod to the growing RIA segment of the wealth business and hockey great Wayne Gretzky’s saying, “Skate to where the puck is going, not where it has been,” the firm debuted its new business with the arrival of two former pro-hockey players turned advisors: Blake and Connor Dunlop of Dunlop Investment Group, a father-son duo who manage $230 million in client assets. (The news also comes at the St. Louis Blues face the San Jose Sharks in the NHL Western Conference Finals.)

“As our storied brand continues to grow and thrive, Edwards Wealth Management will be a meaningful complement to our firm’s mission of working with advisors and their clients to achieve their financial goals. We are a private company that can offer entrepreneurial advisory firms the stable brand, strong support and sound values necessary to grow their business,” said Tad Edwards, chairman, CEO and president of Benjamin F. Edwards.

The RIA formation is taking place about 10 years since Benjamin F. Edwards’ broker-dealer opened its first branch office. The firm now has $25 billion in assets, 67 offices in 26 states and about 500 employees.

It is led by Tad Edwards, a former president of A.G. Edwards (which was acquired by Wachovia and later Wells Fargo); he also is the great-great-grandson of A.G. Edwards’ founder and the son of Benjamin F. Edwards III, A.G. Edwards’ longtime CEO.

“We are excited to introduce Edwards Wealth Management at this pivotal time in our industry. The launch of our new enterprise RIA represents a unique opportunity for advisors to partner with Benjamin F. Edwards to help them build their legacy,” explained Chris Keller, managing director, in a statement.

AG. Edwards was started in 1887 by Albert Gallatin Edwards, who served as assistant secretary of the Treasury for five presidents, including Abraham Lincoln.

As for the Dunlops, Blake played for the St. Louis Blues, Minnesota North Stars, Philadelphia Flyers and Detroit Red Wings. Connor, who went to the University of Notre Dame on hockey scholarship, played professionally in the U.S and overseas.

“After my father and I finished our hockey careers, the Edwards family gave us an opportunity to follow another passion of ours — helping people achieve their financial dreams,” according to Connor.

“My father and I initially joined the Benjamin F. Edwards broker-dealer almost 10 years ago, because we knew they would empower us to serve our clients and would provide resources to grow our business,” he explained. “Today, we are extremely honored to continue this partnership as the first advisors to affiliate with Edwards Wealth Management.”