Schwab Advisor Services is launching a multi-million dollar marketing and education campaign aimed at promoting the registered investment advisor (RIA) sector in an effort to differentiate the channel from other, more traditional models in the eyes of affluent investors.

The campaign, dubbed "RIA Stands for You," comes in response to the widely held perception in the industry that the advisement services RIAs provide are not generally well understood as distinct from those investors receive from wirehouse brokers and independent broker-dealers, according to Bernie Clark, executive vice president and head of Schwab Advisor Services.

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