Schwab Integration
Role:
Creative Director, Brand Integration Lead
Context:
Schwab’s historic acquisition of TD Ameritrade, the largest in the financial services industry, required millions of clients who hadn’t asked for a new broker to transition from one firm to another, and many had understandable concerns.
Strategy:
Bring clarity to complexity. Using my expertise in integration strategy, client segmentation, and messaging variability, I translated a multi-phase marketing plan into clear, compelling, nuanced communication streams for five multi-audience client transition groups.
Impact:
17M client accounts totaling nearly $2T in assets transitioned successfully, achieving a 96% client retention rate that exceeded expectations.