Image from TV ad of Ami D., Independent Advisor Since 2019

We're advertising about RIAs, for RIAs.

Telling your story and driving high-net-worth investors to you.

The Independent Difference campaign is a multimillion-dollar national advertising campaign that’s about you, the independent financial advisor. It’s showing investors what sets you apart and where to find you.

Telling your story and driving high-net-worth investors to you.

  • First, we inform.

    Computer monitor with image from TV ad of Allan B., Independent Advisor Since 2010

    Our ads feature real advisors sharing what they do for investors and why it matters.

  • Next, we point the way.

    Open laptop with home page of on screen

    Those who want to learn more and find a local independent financial advisor are sent to

  • Then, we start the connection.

    Mobile device screen with the “Find a Local Advisor” page of on screen

    Our advisor directory makes finding an independent financial advisor as easy as typing in a zip code.

Why independence matters is what our message is all about.

Through TV, print, and digital advertising, real independent advisors share the values they live by and what independence means to them. Ads appear on CNBC, the Golf Channel, Fox Business, and more. 

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Our efforts are paying off and getting investors to take action.

  • Advertising

    3+Billion views

    4+ Million visits
  • Advisor directory

    400k searches

What really counts is how the campaign is doing in your area.

Find out what kind of results the campaign is getting near you, and access additional insights to help you see what growth opportunities are out there for your firm.

Map of United States with 89 dots representing markets the campaign has impacted.
Female advisor on a computer

How can you use the campaign's momentum to get leads?

Here are some resources that can help you boost your digital presence and capture the leads we're driving in your local market.

Ready to be found by high-net worth investors?

  • Ready to be found by high-net worth investors?

    If you're already a Schwab client, find out how you can get listed on our advisor directory. 

  • See what we do for you as an RIA.

    Talk to a Schwab Business Development Officer to learn how our innovation, insights, and resources can help you own your future and better serve your clients.

    All conversations are completely confidential.


Campaign data sources: Sizmek reporting (March 2023), Adobe Analytics (March 2023) and On Demand Analytics (March 2023).

This material is for institutional investor use only. This material may not be forwarded or made available, in part or in whole, to any party that is not an institutional investor.