Charles Schwab runs TV ads to promote independent, fiduciary advice model

The ads feature advisers who custody with Schwab

Oct 16, 2017 @ 2:48 pm

By Greg Iacurci

Schwab Advisor Services on Monday launched national television advertisements meant to promote the benefits of an independent financial adviser to would-be high-net-worth investor clients.

The ads, part of a broader "Independent Difference" marketing campaign that launched last year, began airing today on CNBC and Fox Business Network, and will run through mid-December. They feature independent advisers across the U.S. who custody with Schwab, and tout the pros of independent, fiduciary advice.

(More: Top clearing and custody firms for financial advisers.)

In one, for example, "Rachel R.," an independent adviser since 2004, says: "We are fiduciaries, stewards of our clients' money, entrusted to do what's right."

"I left a traditional brokerage firm because I wanted to be free of their constraints. At my firm, I act in the best interests of my clients," Tony C., independent since 2015, says in another.

"More and more investors are hearing about the fiduciary standard and have questions about what that means," Susan Forman, senior vice president and head of marketing for Schwab Advisor Services, said. "As the largest custodian, we believe it is our responsibility to educate investors about the fiduciary model and the benefits independent advisors provide."

The Independent Difference campaign represents the biggest marketing investment Schwab has made to date on behalf of advisors, according to spokesperson Rob Farmer, who declined to disclose the campaign's budget.

In addition to television, the ads will appear in print and across online properties.

0
Comments

What do you think?

View comments

Recommended for you

Related stories

Featured video

Events

Retirement: it's no longer about feeding pigeons from a park bench.

Today's retiree's expect so much from retirement than previous generations and advisers are in prime position to help their clients what's important and what's not.

Latest news & opinion

Genstar Capital buys majority stake in Cetera Financial Group

The private-equity firm has previously invested in such companies as Mercer Advisors and AssetMark.

Cetera Financial Group close to announcing its acquisition by private equity

Details of sale to one or more P-E firms could be announced as early as today.

10 best states for retirement

When it comes to places to retire, here are the 10 best states for enjoying your golden years.

Focus Financial raises goal for IPO to $600 million

Company's revised goal from $100 million could be a sign RIA valuations are rising.

CFA Institute adding crypto, blockchain to curriculum

Subjects will be added to its Level I and II coursework for the first time next year.

X

Hi! Glad you're here and we hope you like all the great work we do here at InvestmentNews. But what we do is expensive and is funded in part by our sponsors. So won't you show our sponsors a little love by whitelisting investmentnews.com? It'll help us continue to serve you.

Yes, show me how to whitelist investmentnews.com

Ad blocker detected. Please whitelist us or give premium a try.

X

Subscribe and Save 60%

Premium Access
Print + Digital

Learn more
Subscribe to Print