Following Strong Results, Schwab Advisor Services Expands Ad Campaign That Showcases Independent Advisors

Wednesday, October 2, 2019 5:00 am PDT



Public Company Information:

"Our multi-channel campaign is our commitment to helping more investors understand the independent difference by showcasing our advisor clients and the values they live by: trust, accountability, transparency, and fiduciary responsibility."

SAN FRANCISCO--(BUSINESS WIRE)--Schwab Advisor ServicesTM announced it is redoubling its effort to raise awareness among investors of the merits of the independent advisory model through its ongoing “Independent Difference” national advertising and educational campaign. The multi-format campaign showcases independent investment advisors from around the country and targets high-net-worth investors with a message about how the RIA model is closely aligned with the needs of high-net-worth investors. The next phase will feature a custom content program in The Wall Street Journal that includes an interactive game and animated video that help high-net-worth investors discover their financial blind spots and understand how an independent financial advisor can help.

“Schwab has been a champion of the RIA industry for more than 30 years because we passionately believe in the independent model and all that it stands for,” said Susan Forman, senior vice president and head of marketing for Schwab Advisor Services. “Our multi-channel campaign is our commitment to helping more investors understand the independent difference by showcasing our advisor clients and the values they live by: trust, accountability, transparency, and fiduciary responsibility.”

“Independent Difference” is making a difference

The “Independent Difference” campaign has had a significant impact. Since launch, the campaign has had over one billion views1 and has driven over two million investors2 to, a website that teaches investors about the independent model and allows them to search an advisor directory for local RIA firms. More than 2,000 firms3 are currently listed in the directory, and investors have initiated more than 200,000 zip code searches.4 Three quarters of the directory searches have resulted in a call, email, or visit to a firm’s website.

“Since the ‘Independent Difference’ campaign’s launch, we’ve seen increased interest in independent advisors among high-net-worth investors. We are honored to support our clients’ growth and way of doing business, and it’s fantastic that our message is reaching and resonating with investors,” said Forman.

The addition of television spots in 2017 broadened the campaign’s influence. Last year, Schwab ran two waves of ads on Bloomberg TV, the Golf Channel, CNBC, and Fox Business. This year, Schwab ran a wave of ads during special Golf Channel coverage of The Players and The Masters in the spring and sponsored the Golf Channel documentary “Hogan” this summer. The spots drove a 42% increase in visits to and an 88% increase4 in advisor directory searches.5 The latest wave of TV spots will run through December.

Schwab is also leveraging print and digital advertising to reach investors. Print ads are running throughout the year in The Wall Street Journal, Barron’s, The Economist, Golf Magazine, and more, while digital ads are hosted on sites such as Bloomberg, The Wall Street Journal, CNN Business, CNBC, and more.

In addition to employing paid media, Schwab provides marketing tools, content, and other support to advisors to help them share their own stories and promote the benefits of independence in their local markets.

To view Schwab’s television ads, advisor directory, and educational materials, visit

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

Brokerage Products: Not FDIC Insured • No Bank Guarantee • May Lose Value

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. For informational purposes only.

1 Data per Sizmek reporting as of July 2019.
2 Data per Adobe Analytics as of August 2019.
3 Data per Advisor Directory administration tool as of September 2019.
4 Data per OnDemand reporting as of August 2019.
5 Data per Adobe Analytics as of June 2019.

©2019 Charles Schwab & Co., Inc. (“Schwab”) All rights reserved. Member SIPC.



Meredith Richard
Schwab Corporate Public Relations

Sydney Layne
The Neibart Group

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