San Francisco--Charles Schwab & Co. on Monday launched an advertising campaign to direct high-net-worth investors to its partner independent financial adviser firms. The nationwide print campaign depicts real investors with their rationale for choosing a financial adviser. It broke Monday in Barron's
and will run through the end of the year in publications including The New York Times Magazine
and The Wall Street Journal.
Schwab's move comes as independent financial adviser firms are increasingly losing business to sprawling, institutional financial services companies, such as Merrill Lynch & Co. Glen Mathison, Schwab's VP-corporate communications, said he could not yet provide the campaign's ad agency or billings. Schwab owns 77% of the booming independent adviser firm marketplace.