Ameriprise 2010 Annual Report Download - page 18

• Asset Management;
• Annuities;
• Protection; and
• Corporate & Other.
Financial markets and macroeconomic conditions have had and will continue to have a significant impact on the operating
results of each of our segments. During the fiscal year ended December 31, 2010, the financial markets continued to
recover from the historic volatility and declines experienced in 2008 and early 2009, while signals of economic recovery
remained mixed. Despite this recovery in the financial markets, the business and regulatory environment in which we
operate remains subject to uncertainty and change, and we expect this challenging climate to continue for the foreseeable
future. To succeed in this environment, we expect to continue focusing on each of our key strategic objectives. The
success of these and other strategies may be affected by the factors discussed below in Item 1A of this Annual Report on
Form 10-K—‘‘Risk Factors’’, and other factors as discussed herein.
In 2010, we generated $10.0 billion in total net revenues. Net income attributable to Ameriprise Financial for 2010 was
$1.1 billion. As a diversified financial services firm, we believe our ability to gather assets across the enterprise is best
measured by our owned, managed and administered asset metric. At December 31, 2010, we had $672.7 billion in
owned, managed and administered assets worldwide compared to $457.8 billion as of December 31, 2009, as follows:
As of December 31,
2010 2009
(in billions)
Owned $ 22.1 $ 36.9
Managed 546.4 325.8
Administered 104.2 95.1
Total $ 672.7 $ 457.8
For a more detailed discussion of owned, managed and administered assets see ‘‘Management’s Discussion and Analysis
of Financial Condition and Results of Operations’’ included in Part II, Item 7 of this Annual Report on Form 10-K.
Our Principal Brands
We use three principal brands for our businesses in the United States: Ameriprise Financial, Columbia Management and
RiverSource. We use our Threadneedle brand for our international asset manager’s products.
We use Ameriprise Financial as our holding company brand, as well as the name of our branded advisor network and
certain of our retail products and services. The retail products and services that utilize the Ameriprise Financial brand
include products and services that we provide through our branded advisors (e.g., financial planning, investment advisory
accounts, retail brokerage services and banking products) and products and services that we market directly to consumers
(e.g., personal auto and home insurance).
We use Columbia Management as the primary brand for our U.S. asset management products and services. Following the
completion of the acquisition of the long-term asset management business of Columbia Management from Bank of
America in April 2010, RiverSource Investments, our legacy U.S. asset management business, was combined with
Columbia Management, under the Columbia Management brand. Our U.S. asset management products, including retail
and institutional asset management products, primarily utilize the Columbia name.
We use our RiverSource brand for our annuities products and for the majority of our protection products, including our life
and disability income insurance products. We believe that using a distinct brand for these products, as well as our Asset
Management products and services, allows us to differentiate them in the marketplace.
History and Development
Our company has a more than 115 year history of providing financial solutions designed to help clients achieve their
financial objectives. Our earliest predecessor company, Investors Syndicate, was founded in 1894 to provide face-amount
certificates to consumers with a need for conservative investments. By 1937, Investors Syndicate had expanded its
product offerings through Federal Housing Authority mortgages, and later, mutual funds, by establishing Investors Mutual,
one of the pioneers in the mutual fund industry. In 1949, Investors Syndicate was renamed Investors Diversified Services,
Inc., or IDS. In 1957, IDS added life insurance products, and later, annuity products, through IDS Life Insurance Company
(now known as ‘‘RiverSource Life Insurance Company’’). In 1972, IDS began to expand its distribution network by
delivering investment products directly to clients of unaffiliated financial institutions. IDS also introduced its comprehensive
financial planning processes to clients, integrating the identification of client needs with the products and services to
address those needs in the 1970s, and it introduced fee-based planning in the 1980s.
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