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

Featured video

Events

InvestmentNews celebrates diversity & inclusion in the financial advice business

Highlights of the Excellence in D&I Awards, showcasing the achievements of 26 individuals and firms that are moving the needle when it comes to diversity and inclusion.

Latest news & opinion

Don't be fooled by the numbers — the industry is in a dangerously vulnerable state

Last year's stock market gains helped advisers turn in solid growth in assets and revenue, but that growth could disappear in the next market downturn.

Divided we stand: How financial advisers view President Trump

InvestmentNews poll finds 49.2% approve of his performance, while 46.7% disapprove. How has that changed over the course of his presidency?

10 states with the most college student debt

Residents of these states have the most student debt when you consider their job opportunities.

Ex-Wells Fargo brokers sue for damages, claiming they lost business in wake of scandals

In a Finra arbitration complaint, two brokers allege that Wells Fargo's problems damaged their business.

Invesco to buy OppenheimerFunds

Deal brings Invesco another $246 billion in assets, as well as high-fee actively managed funds.

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