Charles Schwab Case Study
Used sophisticated behavioral targeting and wealth-focused audience segmentation to drive high-net-worth client acquisition for comprehensive wealth management services.
Charles Schwab aimed to attract affluent investors seeking comprehensive wealth management beyond basic brokerage services. With a $2.8M campaign budget over 45 days, Schwab targeted high-income professionals and crypto-wealth holders in major metropolitan areas.
Campaign Overview and Strategy
The campaign strategy included:
- Audience Targeting: Targeted Non-Financial Users to reach affluent prospects exploring wealth management alternatives beyond traditional banking relationships. Interest-based targeting focused on Personal Finance and Investment/Trading segments to capture high-net-worth individuals researching comprehensive financial planning solutions.
- Geographic Compliance Strategy: Concentrated campaigns across Tier 1 metropolitan markets including NYC, San Francisco, and Boston for maximum wealthy prospect density.
- Sequential Retargeting Campaigns: Implemented educational content followed by consultation booking incentives to guide prospects through wealth management consideration phases.
Results
- Total New Accounts: 28,000 qualified wealth management accounts across major metropolitan markets
- Total Assets Under Management: $520,400,000 in new client assets within first campaign cycle
- Impressions: 18.7 million across premium finance publications
Why It Worked
- High-Net-Worth Targeting: Portfolio balance filters and behavioral signals identified prospects with significant investable assets, resulting in 340% higher average account values
- Geographic Focus: Concentrating spend in wealth-dense metropolitan areas maximized cost efficiency while reaching target demographics
- Educational Approach: Leading with financial planning insights built trust and positioned Schwab as a comprehensive wealth partner, not just another broker
Conclusion
Charles Schwab's wealth management campaign demonstrates effective premium client acquisition through strategic Blockchain-Ads audience targeting and trust-building content approaches. The combination of Non-Financial Users, Personal Finance, and Investment/Trading segments enabled exceptional account values while maintaining strong conversion quality. This approach proves traditional finance brands can successfully compete for high-net-worth clients through educational positioning and precision targeting strategies.
Success Stories
What success looks like
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