LPL Financial is turning up the volume—on both its branding and its competitive messaging.
Speaking at the Bernstein Strategic Decisions Conference, LPL’s head of business development, Rich Steinmeier, continued his now-familiar refrain: LPL is closing the gap with the wirehouses, and it’s doing so loudly and confidently.
As reported by AdvisorHub, Steinmeier highlighted how the firm is expanding its alternative investment platform and enhancing its banking capabilities to better serve high-net-worth clients. The message? LPL isn’t just for small advisors anymore. It’s a major-league platform—and it’s ready for the spotlight.
That’s more than just talk. LPL currently has selling agreements with 90 alternative investment managers, with plans to push that number to 130 by next year—the average offered by major wirehouses like Merrill Lynch, Morgan Stanley, and UBS. That’s a strategic move aimed directly at the product depth wirehouse advisors often cite as a reason to stay put.
On the banking side, LPL is investing heavily to strengthen what has historically been a weakness, particularly when it comes to lending and cash management for affluent clients. Steinmeier knows that if LPL wants to attract the industry’s most productive advisors, it has to look and act like the firms they’re coming from—without losing the flexibility that makes LPL attractive in the first place.
And the firm is getting serious about shifting perceptions. That’s where Anna Kendrick, star of the movie Pitch Perfect, comes in. Earlier this month, LPL launched a national branding campaign starring the actor—an effort aimed at reshaping how the market views the firm. As Steinmeier put it, LPL wants to challenge the notion that it’s a firm for “smaller” advisors. The campaign’s tone is light, approachable, and modern—a clear signal that LPL is courting a broader, more growth-oriented audience.
Between the bold branding and the sharp elbows thrown at competitors, Steinmeier is sending a message: LPL is no longer content to be the alternative—it wants to be the destination.
At 3xEquity, we help advisors cut through the noise and get a clear picture of which firm is the best fit for their business. Whether you’re drawn to LPL’s high-profile push or you’re curious about other firms making quiet but compelling moves, we’ll help you confidentially request transition offers—no commitment required.
Because your future shouldn’t just sound good—it should actually work.
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