Ameriprise 2008 Annual Report Download - page 15
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In a year of extraordinary market upheaval, our advisor
satisfaction and retention reached all-time highs, and our
client retention remained strong. These metrics represent
the strength of our long-term client relationships, as well as
the unique ability of our advisors to go beyond the numbers.
Our broad range of products helps ensure advisors can
meet clients’ changing needs. As market declines increased
investor anxiety, clients sought more conservative products,
generating strong sales in certificates, FDIC-insured banking
products and fixed annuities. We also experienced lower
sales in wrap products, mutual funds and variable annuities.
While this shift impacted our profitability, our product suite
continues to serve client needs across market cycles and
reinforces our large share of wallet.
Ameriprise Financial brand awareness reached an all-time
high in 2008, further defining our company as the leading
financial planning firm in the U.S. In only three and a half
years, we’ve driven our brand awareness from zero to
a level that is comparable with long-established brands.
Our national advertising has been augmented by local
marketing, sponsorships and educational events to help
advisors define and grow their businesses in the commu-
nities they serve.
We increased our outreach to clients and the public in
2008, providing information, context and support when
they needed it most. We enhanced our online presence,
launching a market resource center to keep consumers
informed as market volatility increased, and provided
frequent economic and market perspectives. We’re
committed to delivering the high level of support our
advisors need to strengthen long-term client relationships
and reach the growing segment of consumers interested
in a personal advice relationship.
Ameriprise Financial 2008 Annual Report 13
“ We have worked with other financial
advisors in the past, but felt the
approach at Ameriprise was much
more collaborative and helpful. It
helped give us the peace of mind
needed to retire and spend time
thinking about the more important
things in our lives.”
Frank and Mary Balogh
Clients of Erin Scannell, CFP®
Senior Financial Advisor
Tacoma, WA
“ Clients need financial advice like never
before, since the financial noise and
confusion is immense. Ameriprise
helps provide the framework for me
to help clients make thoughtful and
impactful decisions despite market
conditions.”
Kim Maez, CFP®
Senior Financial Advisor
Colorado Springs, CO
Ameriprise Financial Brand Awareness
2005
2006
2007
2008
24%
50%
56%
58%