Schwab Advisor Services Debuts New High-Impact Advertising and Marketing Campaign to Advocate for Independent Financial Advisors Among High Net Worth Investors

Thursday, June 16, 2016 9:40 am PDT



Public Company Information:


Schwab takes the lead to educate investors on the benefits of independent financial advice with new ad campaign.

SAN FRANCISCO--(BUSINESS WIRE)--Schwab Advisor Services today announced the launch of a national advertising campaign to advocate for independent financial advisors and raise awareness of the benefits of independent advice among high net worth investors. Underscoring Schwab’s longstanding commitment to independent advisors, the creative campaign features Schwab advisor clients, positioned alongside the Charles Schwab brand. The integrated print and digital campaign was previewed today at Schwab’s annual EXPLORE® conference and will debut nationwide tomorrow.

“The qualities investors seek in a financial advisor – trust, commitment and accountability – are fundamental to the independent advice model and are the same client-focused values on which Schwab was founded,” said Bernie Clark, executive vice president and head of Schwab Advisor Services. “Schwab has supported independent advisors for decades, and as the industry moves to cultivate a new generation of investors, we are proud to take the lead in driving awareness directly with investors, helping them to understand the value of independence in the rapidly changing landscape for financial advice.”

According to Schwab’s latest Independent Advisor Outlook Study (IAOS) , the majority of independent advisors describe themselves as optimistic about RIA growth over the next five years (73%), yet they also expect competition in securing new assets (66%) and they see a need to differentiate their firm from competition as being greater than ever (65%).

National Advertising Campaign and New Independent Advisor Learning Center

Schwab partnered with The Richards Group to develop the creative concept. The campaign is based on insights from proprietary consumer research and advisor interviews. The ads themselves are informed by input from advisors who helped articulate the differentiators of independent investment advisors.

The campaign represents the most pronounced investment in a national marketing and advertising effort that Schwab has undertaken to date on behalf of independent advisors. The ads will be visible in numerous national print publications as well as large-scale digital media and video rotations, online media properties, social media and paid search channels. Media outlets include The Wall Street Journal, Barron’s, Forbes, The Economist, CNNMoney, MarketWatch and Business Insider.

An important part of the campaign is the Independent Advisor Learning Center located online at The site expands upon the success of Schwab’s RIA-focused marketing efforts to date (RIA Stands for You), functioning as a content hub where investors can learn more about independent advisors, with a mobile-enhanced directory feature allowing investors to find and connect directly with an independent advisor in their region.

“This campaign is, in part, an effort to break through the confusion that exists among many investors about the difference between traditional advice models and the independent financial advisor,” said Susan Forman, senior vice president and head of marketing for Schwab Advisor Services. “We believe it is important to educate investors on the unique benefits of the independent model by showcasing real independent advisors against the backdrop of Schwab’s trusted brand.”

About Charles Schwab

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 Follow us on Twitter, Facebook, YouTube, and LinkedIn.


Through its operating subsidiaries, The Charles Schwab Corporation (NYSE:SCHW) provides a full range of securities brokerage, banking, money management and financial advisory services to individual investors and independent investment advisors. Its broker-dealer subsidiary, Charles Schwab & Co., Inc. (member SIPC,, and affiliates offer a complete range of investment services and products including an extensive selection of mutual funds; financial planning and investment advice; retirement plan and equity compensation plan services; compliance and trade monitoring solutions; referrals to independent fee-based investment advisors; and custodial, operational and trading support for independent, fee-based investment advisors through Schwab Advisor Services. Its banking subsidiary, Charles Schwab Bank (member FDIC and an Equal Housing Lender), provides banking and lending services and products. More information is available at and

Independent investment advisors are not owned by, affiliated with or supervised by Charles Schwab & Co. Inc. (“Schwab”).

Schwab Advisor Services™ serves independent investment advisors and includes the custody, trading, and support of Schwab.

Schwab is not affiliated with The Richards Group, The Wall Street Journal, Barron’s, Forbes, The Economist, CNNMoney, MarketWatch and Business Insider.

For informational purposes only.



Charles Schwab
Rob Farmer, 415-920-3816
The Neibart Group
Emily Serafin, 718-875-2122


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