Schwab Advisor Services is launching a media campaign designed to give investors a clearer idea of what it means to be an independent RIA.
Schwab Advisor Services designed the campaign, called "RIA Stands For You," to be used by its nearly 7,000 advisor clients.
"We see the RIA as the best solution for affluent investors with complex needs looking for customized advice," said Bernie Clark, executive vice president and head of Schwab Advisor Services. "Despite this, we often hear from advisors that prospects don't understand the RIA category."
Clark says the campaign's message is to identify independent RIAs as providers of independent investment advice and to demonstrate how many such advisors stand up for their clients every day. "We believe this campaign will help advisors bring the RIA model to life for their prospective clients and help them determine which model makes sense for their specific needs," Clark said.
Schwab's campaign was officially launched on Sept. 21 with digital banner ads appearing on WSJ.com, Bloomberg.com, Forbes.com, Economist.com and TheAtlantic.com.
A campaign Web site, www.riastandsforyou.com, offers video vignettes on the potential benefits of using an independent RIA featuring advisors telling their story and highlighting their independence, their approach and their commitment to their clients. The site also offers questions prospective clients should ask when choosing an advisor.
Additional components of the brand awareness campaign will be released at the independent advisor conference IMPACT in November and through 2012, company officials said.