Ameriprise 2013 Annual Report Download - page 6
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Retail client assets
in billions
2009
2010
2011
2012
2013 $409
$353
$310
$304
$270
Operating net revenue
per advisor
in thousands
2009
2010
2011
2012
2013
$271
$342
$384
$396
$440
4 Ameriprise Financial Annual Report 2013
makes complex topics easier to discuss and act upon. Its
simplicity and effectiveness is resonating with clients and advisors
alike. It is helping to attract new clients to Ameriprise, deepen
existing relationships and increase advisor productivity.
From delivering the type of service clients want, to providing the
right resources to help our advisors grow their practices, we strive
to make doing business with Ameriprise easy and productive.
Technology plays a critical role, and we’ve made signicant
investments in our digital and online capabilities. Advisors can
now submit new business online as we move to a more “paperless
ofce” — one that is both efcient and secure. And clients can
increasingly transact online. In fact, our online consumer
experience was recently rated third by Heardable.
We’ve also transformed our brokerage platform, providing an
easier and better way for clients and advisors to conduct business
— earning the #2 ranking for full-service rm websites in a 2012
Corporate Insight Brokerage Website Audit study. In addition, we’re
continually enhancing our product portfolio, including adding to our
managed account platform and other products to meet the needs
of our mass afuent and afuent client base.
Importantly, we continue to develop the Ameriprise Financial
brand, making it increasingly recognizable. Building on our work
in 2013, this February we launched the next stage of our brand
advertising with award-winning actor, Tommy Lee Jones. Our
Real Questions, Real Answers campaign brings to life important
questions people have about retirement and how Ameriprise can
help answer them through our exclusive Confident Retirement
approach.
We have a tenured and experienced advisor force, and we’re
focused on ensuring they have the capabilities they need to serve
clients well and increase their productivity. These investments in
service, technology and brand awareness contribute to our strong
advisor productivity growth, as well as excellent advisor retention
and satisfaction rates in both our franchise and employee
channels. They also benet our experienced advisor recruiting,
where we have established a rm foothold.