LPL Financial had established itself as the nation's largest independent broker dealer, but through acquisitions and organic business development, it had evolved to become much more than that.
Competing in a crowded landscape, LPL needed to raise awareness of the full range of services and solutions they offer independently-minded financial advisors, and to re-think their brand architecture to accurately and intuitively reflect their offering suite. A refreshed visual identity would reflect their current and future ambitions and distinguish themselves from competitors.
Through research, it became clear that LPL’s evolved offering suite is a true differentiator. With such a robust array of services and solutions, LPL offers financial advisors comprehensive support that’s unmatched in the marketplace.
In a similar vein, LPL’s laser-focus on and commitment to financial advisors sets them apart from the pack. While other competitors claim to offer advisors “independence,” LPL actually delivers. They do not impose sales quotas nor offer proprietary products, allowing their advisors to remain truly independent and to provide their clients with completely objective financial advice.
The new brand is centered on the idea of “Feel free.” It encapsulates LPL’s unmatched dedication to financial advisors: at LPL, advisors come first.
And “free” speaks to the ultimate benefit LPL offers financial advisors. At LPL, advisors are free: free to run their practices how they want to run them, free to use the products and services they want to use, free to provide their clients with the financial advice they want to provide.
The strategy is supported by a dynamic visual system that captures their bold vision, confidence as industry leaders, and unwavering commitment to clients.