Part of the campaign includes a consumer-facing Web site (www.riastandsforyou.com) that features video vignettes of advisers telling their story and highlighting their independence, their approach, and their commitment to their clients. The site also includes questions investors should ask when choosing an adviser.
“We see the RIA as the best solution for affluent investors with complex needs looking for customized advice. Despite this, we often hear from advisers that prospects don’t understand the RIA category,” said Bernie Clark, executive vice president and head of Schwab Advisor Services. “This campaign focuses on the independent RIA as a provider of independent investment advice and personifies how many of these advisers stand up for their clients every day.”
The RIA Stands for You campaign officially launched on September 21, 2011 with digital banner ads on WSJ.com, Bloomberg.com, Forbes.com, Economist.com and TheAtlantic.com. Advertising in a national print publication is planned for October.
Collateral pieces and a new toolkit on Schwab Advisor Center also support the campaign; the toolkit helps advisers use the campaign as part of their own marketing effort.