Companies are rolling out ads touting the services of financial advisors


Several companies have launched marketing and advertising campaigns to highlight the renewed interest of investors who want to protect their financial well-being with a company they can rely on.

Milwaukee-based Northwestern Mutual was one of the first companies to identify this phenomenon as part of its 2022 planning and advancement study. The company saw the opportunity to tap into this group of investors interested and launched a full advertising campaign to align with the start of the NFL season.

“There’s a real feeling that the time is right,” said Tim Gerend, executive vice president and chief distribution officer at Northwestern Mutual. “People tend to think about financial planning this far into the future, but because of Covid people have decided they’re not going to wait for some unknown time in the future.”

The campaign features investors taking action to participate in major life events such as taking vacations or visiting family. It is this push that Northwestern seeks to promote and demonstrate how its financial advisors can help.

“The idea is to capture that feeling that people have,” Gerend said. “And let them know that it’s possible for them to live the life they want and that a great next step for them is to connect with a counselor who can help them come up with a plan.”

The campaign launched with the start of the NFL season and featured ads throughout the first weekend of games, including those on the Peacock Network, and during Sunday Night Football. The company also runs advertisements on digital platforms as well as social media platforms, including Instagram. The campaign will continue into next year, when the company will evaluate it and make any necessary changes, Gerend said.

Other companies seek to tap into customers who are considering a financial plan. San Fransico-based Wells Fargo & Company encourages its banking customers to take advantage of financial advisors housed in the company’s 4,600 branches.

The company has launched a new Premier program targeting investors with combined assets of $250,000 to $10 million. Premier is an effort to bring together all the services Wells Fargo offers, from banking to investment, in one place.

“In recent times, our branches have migrated from transaction centers to advisory centers,” said Frank Barbier, executive vice president and director of Wells Fargo Premier. “It gives our clients the opportunity to meet not just the banker, but the whole team.”

These customers will then have access to the entire Wells Fargo brokerage network. The company has also equipped bankers and advisors with marketing tools to help customers, including a presentation flipbook that will highlight the value of Premier.


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