Schwab Advisor Services Expands Campaign Educating Investors on the Advantages of Working with Independent Advisors
Charles Schwab continues to expand its Independent Difference campaign, emphasizing the advantages of independent registered investment advisors (RIAs) for high-net-worth investors. The initiative has generated over 2 billion ad impressions and attracted 3 million visitors to the education website. The advisor directory now includes firms custodying with TD Ameritrade, offering over 2,300 RIAs for investor searches. The campaign highlights personalized service and competitive fees, aiming to clarify the differences between independent advisors and traditional brokers.
- Independent Difference campaign generated over 2 billion ad impressions.
- Attracted over 3 million visitors to the education website.
- Directory includes more than 2,300 RIAs that custody with TD Ameritrade.
- 65% of searches in the directory led to inquiries with advisory firms.
- None.
Online directory that helps investors find and research RIAs now features advisors who custody with TD Ameritrade.
Schwab has long championed the RIA model through advertising that profiles actual independent advisors who custody with Schwab. The campaign articulates why many investors, as they explore their options, owe it to themselves to understand what makes independent investment advisors stand apart from other financial professionals.
The campaign has generated more than 2 billion ad impressions and attracted over 3 million visitors to FindYourIndependentAdvisor.com, Schwab’s independent advisor education center, where investors can learn about the RIA model and how to make an informed choice when choosing an advisor.
“We firmly believe independent RIAs play a vital role in providing trusted financial advice that helps investors achieve their life goals, which is why we’ve been champions of the RIA model for more than 30 years,” said
Directory adds advisors who custody with TD Ameritrade
The website also hosts an advisor directory of more than 2,300 RIA firms, through which visitors can conduct a zip code search to find independent advisors in their community. Since the directory was launched in 2013, investors have conducted more than 300,000 searches, of which 65 percent led to a phone call, website click or email to an advisory firm.
And even before Schwab completes its integration with Ameritrade, the Independent Difference campaign this year profiles some independent investment advisors that use Ameritrade’s custody services and has added some Ameritrade firms to the advisor directory.
Schwab’s ad campaign and educational website have helped elevate investor awareness about the many benefits of working with independent RIAs, including customized guidance, competitive fee structures and the opportunity to build deeply personal and trusted relationships. And by walking through key questions investors should ask when seeking an advisor who is right for them, the program has helped shine a positive light on the broader RIA community.
“When we first launched this campaign, many investors were unfamiliar with the difference between independent advisors and traditional brokers, so we put our education and advertising muscle to work on behalf of our RIA clients. We are passionate about this work,” said
Investing in ads that celebrate RIAs
Schwab began educating investors on the independent difference in 2011 when it introduced the “RIA Stands for You” campaign, putting actual advisors front and center while highlighting the values and standards they uphold. The campaign, rebranded “Independent Difference” in 2016, has continued to evolve and expand over time. The first national TV ads debuted in 2017, for example, while today Schwab reaches high-net-worth investors through social media channels and interactive digital experiences.
“When investors choose an advisor, it’s critical to understand how they’re compensated, the standards they uphold, and whether their financial interests are truly aligned,” said
To learn more, visit FindYourIndependentAdvisor.com. Those attending Schwab’s IMPACT® conference in
The Independent Difference campaign was developed in collaboration with TRG, a
About
At Charles Schwab we believe in the power of investing to help individuals create a better tomorrow. We have a history of challenging the status quo in our industry, innovating in ways that benefit investors and the advisors and employers who serve them, and championing our clients’ goals with passion and integrity. More information is available at www.aboutschwab.com. Follow us on Twitter, Facebook, YouTube and LinkedIn.
Disclosures
Through its operating subsidiaries,
TD Ameritrade Institutional,
The above-mentioned firms and their employees are not affiliated with or employees of Schwab unless otherwise noted. Mention should not be construed as a recommendation, endorsement of, or sponsorship by Schwab. The views expressed are those of the third party and are provided for informational purposes only. Experiences expressed are no guarantee of future performance or success and may not be representative of you or your experience.
Schwab Advisor Services™ serves independent investment advisors and includes the custody, trading, and support of Schwab.
Independent investment advisors are not owned by, affiliated with, or supervised by Schwab or
Information in the advisor directory is made available by
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Charles Schwab
(862) 370-9144
joseph.giannone@schwab.com
(732) 757-2119
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