Charles Schwab: The Schwab guide to moving on

This case study describes how the brokerage firm Charles Schwab attracted more affluent investors by encouraging them to challenge the status quo and investigate their decision-making process.

Charles Schwab: The Schwab guide to moving on

Summary

Charles Schwab wanted to attract more affluent investors; not an easy task with Schwab's discount broker heritage and when most affluent investors are already locked in 10-plusyear relationships with their current firms. Our judo move? Rather than criticizing competitors, we challenged investors to question their own decisions and gave them the tools they needed to break up with the past.

Our initiatives disrupted the category and helped propel Schwab to leadership in a relatively short time. The campaign contributed to a double-digit growth rate in New-To-Firm affluent households between September 2014...

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