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Is your BD putting AI to work—or putting it off?
In a profession that once relied on handwritten notes and leather-bound appointment books, financial advisors now stand at the cusp of a seismic shift. Artificial intelligence is no longer just a buzzword floating around fintech conferences. It is actively reshaping client service, productivity, and business growth. When advisors evaluate a firm during transitions, AI adoption must be part of the conversation, not a footnote.
Over the past year, major custodians and broker-dealers have accelerated AI rollouts that go beyond gimmicks. These tools are embedded directly into advisor workflows, not parked in pilot limbo.
Firms like Charles Schwab, Raymond James, LPL Financial, Cetera, and Ameriprise are moving aggressively to implement AI in ways that support client personalization, enhance efficiency, and unlock new revenue opportunities. Let’s take a closer look at how each firm is approaching the AI revolution.
As one of the largest custodians in the RIA space, Schwab is leveraging its size and resources to pilot AI initiatives that align with its broader growth strategy. Schwab serves nearly 15,000 RIAs and manages over $4.7 trillion in assets in that channel alone. The firm is making a deliberate push to bring AI into real-time advisor-client engagement.
Schwab is currently testing 40 AI-driven tools, aimed at improving both efficiency and personalization for advisors and their clients. While the firm hasn’t released granular detail on each tool, the focus is on streamlining workflows, delivering real-time recommendations, and enabling more intuitive service experiences.
In parallel with its AI rollout, Schwab is also expanding its digital asset offerings, including crypto ETF exposure and plans to launch direct trading for Bitcoin and Ethereum. Combined with its AI investments, Schwab is positioning itself as a modern platform that enables forward-looking advisors to meet evolving client expectations.
Raymond James has taken a different route than many competitors, building its generative AI platform internally. The Raymond James AI Search tool allows advisors and associates to use natural language to query internal systems, surface documents, uncover client solutions, and access training materials quickly and accurately.
The tool is designed for seamless integration. Instead of layering new platforms onto an advisor’s workflow, Raymond James makes AI accessible through the systems they already use. With a strong focus on human oversight, the firm emphasizes trust, quality control, and ease of use.
The rollout is backed by leadership investment, including the appointment of a Chief AI Officer and a broader tech roadmap centered on scalable, secure, and advisor-empowering innovation. Raymond James currently allocates nearly $1 billion annually to technology development.
LPL has taken a distinctly pragmatic approach to AI, one rooted in helping advisors adopt usable tools without disrupting their day-to-day work. Rather than reinventing the wheel, LPL is curating a suite of best-in-class third-party solutions and integrating them into existing platforms advisors already know and use.
Launched in late 2024, LPL’s AI Advisor Solutions offering includes:
Beyond current offerings, LPL is also running an AI Accelerator, inviting selected advisors to pilot new AI use cases such as enhanced onboarding, AI-assisted planning, and predictive insights.
