LPL
LPL was already the nation’s largest independent broker-dealer. For the company’s leadership, this was just the beginning. By rewriting the script on how investment advisors can better serve their clients while improving their own profitability, LPL is targeting next-level growth.
Regulatory complexities and technology changes, along with a more informed and empowered investor base, are dramatically altering the investment management landscape—and putting pressure on financial advisors like never before. LPL’s CEO and his team saw this new paradigm as an opportunity to expand its offerings, through both organic growth and acquisitions, to dramatically expand the business. This would mean becoming a different kind of partner to independent financial advisors, one that empowers them to achieve their most ambitious goals.
Research revealed that what financial advisors wanted above all else was to be able to spend more time doing what attracted them to the business in the first place: advising their clients. Those who were already independent felt they were spending too much time managing business operations and not enough time providing investment advice. Those who worked for large financial institutions felt pressure to offer proprietary products and deliver quarter-over-quarter results.
LPL’s evolved offering suite includes products and services that relieve the advisor of the burden of running their business. As importantly, LPL’s laser focus on and commitment to financial advisors set it apart from the pack. While other competitors claimed to offer advisors “independence,” LPL actually delivered it. LPL does not impose financial benchmarks or offer proprietary products, allowing its advisors to remain truly independent and provide their clients with completely objective financial advice.
The new brand, centered on the idea of “Feel Free,” encapsulates LPL’s unmatched dedication to financial advisors: at LPL, advisors come first. “With us, freedom is never an empty promise—it’s your right. Here, you aren’t obligated to meet quotas or pressured to sell products. Here, you have complete control over your client relationships. And here, you can choose the best way to work with us … so we can deliver the best level of support for you.”
Supported by a dynamic visual system that captures LPL’s bold vision, its confidence as an industry leader and its unwavering commitment to clients, the new strategy has already generated significant traction with prospective advisors. In a rapidly evolving investing environment, LPL’s leadership is capitalizing on change to attract high-achieving, highly motivated financial advisors with a unique and compelling value proposition that is redefining what the future of investment advisory looks like.
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