Objective: Drive consideration for Schwab among affluent investors

Strategy: Show that the character of their people is what makes Schwab special.

Reasons to believe:

- Satisfaction guarantee – reflects the values of their people

- Financial Consultants who work at Schwab because of a culture of service, not sales incentives

- Award-winning service, available 24/7

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.