Schwab Stories: Jim

The financial services industry is famous for its villains.
We rarely hear about its heroes.
In recent years, the majority of Schwab’s national advertising promoted its competitive wealth
management services and offers, supported by local marketing spotlighting its financial
consultants and the Schwab branch network. Schwab had compelling intel from market
research indicating brand attributes reflecting “human” qualities - such as wholesome and
family-oriented – helped to drive business outcomes from clients who have complex financial
needs that typically only a human-based relationship could address. And while Schwab is highly
regarded among investors for various reasons, their people and service were seen as relative
strengths versus their closest competitors. Couple that with the fact that Schwab truly believes
its people are its greatest advantage, Schwab consequently saw an opportunity to pivot its
national advertising strategy to spotlight how the character of Schwab people is their market
differentiator, which would not only set them apart but ultimately drive consideration and growth.
In September 2022, Schwab launched this new video-centric advertising campaign in traditional
channels like television, online video, social media and non-traditional environments like in-flight
video, and cinema. Videos of real stories from Schwab employees show how their shared
commitment to serving clients tangibly permeates Schwab’s value proposition including
transparent pricing, 24/7 service, Satisfaction Guarantee, and access to investing education.
These videos served as the basis for a multi-channel campaign and helped create an emotional
connection between investors and Schwab as well as reinforce the pride of existing employees and their personal motivations for serving clients with care.