Charles Schwab

Charles Schwab Case Study

28,000

New Accounts

$520M+

Assets Under Management

$18,571

Average Account Value

7.2x

Return on Ad Spend

Company

Charles Schwab

Industry

Financial Service

Duration

45 days

Budget

$2,800,000

Objective

Used sophisticated behavioral targeting and wealth-focused audience segmentation to drive high-net-worth client acquisition for comprehensive wealth management services.

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Campaign Overview

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.

Strategy

The campaign strategy included:

Audience Targeting: Targeted investment platform users, retail investors and forex and perpetual traders, who are interested in personal finance, investment and trading.
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Geographic Compliance Strategy: Concentrated campaigns across Tier 1 metropolitan markets including NYC, San Francisco, and Boston for maximum wealthy prospect density.
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Sequential Retargeting Campaigns: Implemented educational content followed by consultation booking incentives to guide prospects through wealth management consideration phases.

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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

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Inactive-State

Active State

Execution

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

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Insights & Learnings

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.

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