Ameriprise 2015 Annual Report Download - page 6
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4 | Annual Report 2015
$396
$440
$496
$514
$384
Operating net revenue per advisor
$ in thousands
market environment but also each life stage.
Our client satisfaction remains very strong, and
as we seek to serve more clients, we have an
excellent story to tell.
Last fall, we launched our new Be Brilliant.
SM
brand platform. Our advertising speaks directly
to our target market — mass afuent and
afuent consumers who value advice and the
benets of a personal relationship with a trusted
advisor. It illustrates the everyday moments
of brilliance clients can realize by working with
the right advisor and the right rm. Ameriprise
Financial brand awareness is near an all-time
understand actions they can implement, which
leads to higher client satisfaction, more referrals
and increased advisor productivity.
In 2015, we began to extend our Condent
Retirement approach beyond those investing for
and living in retirement to younger generations
who are focused on building their wealth. These
individuals — Generations X and Y — represent
more than half of our target market and many
are looking to work with an advisor who will meet
with them personally. This reinforces the power
of the human perspective and interaction when
making saving, investing and retirement planning
high, and advisors and clients are inspired by our
message. We are complementing our broadcast
presence with a strong digital presence, and
advisors are building on our Be Brilliant. brand
platform in their local communities and online
to engage prospects and clients at the grass-
roots level.
The long-term, personal relationships our
advisors establish with clients are an important
differentiator for us. This is reinforced by our
Condent Retirement® approach. It simplies
investing for retirement and helps clients
decisions. We believe this is a large opportunity
for us, and we are introducing this expanded
approach to our entire advisor force in 2016.
Our advisor force is experienced and motivated
— a powerful distribution platform in the U.S.
More than 9,700 dedicated nancial advisors
serve clients across the country. We have
long maintained excellent advisor satisfaction
and retention rates that reect the leadership,
capabilities and support we provide to help them
serve clients well and grow their practices.
$125
$154
$175
$180
$103
Client assets in fee-based investment advisory accounts
$ in billions
2015
2014
2013
2012
2011
2015
2014
2013
2012
2011
(continued on page 8)