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TIAA Wealth Management Releases New Brand to Reach Wider Audience

TIAA Wealth Management, a division of TIAA, has officially launched a new brand positioning along with its campaign titled 'Invest in Your Worth.' This initiative is specifically designed to reshape the delivery of financial advice for professionals who have worked hard to build substantial retirement savings but may feel apprehensive or uncertain about seeking financial guidance.

According to David Nason, CEO of TIAA Wealth Management and Advice Solutions, nearly half of American citizens are not saving adequately for their retirement. He emphasizes that the challenge is not solely about saving, but knowing how to effectively manage those savings with confidence. The new brand strives to meet clients at every stage of their financial journey, simplifying the process of obtaining the necessary guidance at the right moments in life.

Key Areas of Investment

To bring this vision to life, TIAA Wealth Management is making considerable investments across four critical strategic areas:

1. AI-Powered Tools: The company is integrating advanced AI-driven tools and utilizing BNY Pershing’s Wove platform to streamline and unify its operations. This technology integration is aimed at enhancing the overall client experience and making interactions more efficient.

2. Broadening Product Offerings: The rebranded service will provide a comprehensive range of solutions extending from educational savings to guaranteed income products, catering to clients' needs across all life stages.

3. Flexible Service Model: TIAA is implementing a flexible approach that includes digital solutions, team-based support, and the availability of dedicated advisors to cater to client needs effectively.

4. Enhanced Advisory Workforce: The company plans to strategically expand its advisory team while simultaneously leveraging technology to boost productivity, allowing advisors to focus on delivering personalized financial guidance to clients.

With these investments, TIAA Wealth Management is primed to empower its clients to build and maintain their financial security, enabling them to navigate their own financial landscapes with confidence.

A Commitment to Community and Wealth

The rebranding effort speaks directly to individuals in professions such as education, healthcare, research, and public service, emphasizing that those who have accumulated significant wealth through their careers often do not fully recognize how to manage it effectively as they approach retirement or pass it on to the next generation.

Micky Onvural, Chief Marketing Officer at TIAA, emphasizes that this rebranding reflects the company’s commitment to a comprehensive financial strategy. 'Invest in Your Worth' acknowledges not only the financial success clients have achieved through their professional endeavors but also the even greater contributions they have made within their communities.

The revamped visual identity, alongside the new brand campaign, positions TIAA Wealth Management for future growth by merging the established heritage of TIAA in the retirement market with a refreshed approach that is distinct and relevant in today’s financial landscape.

Rollout Plans

The new marketing campaign will be rolled out digitally and across various platforms, including out-of-home advertising, radio, and print media, initially in select cities such as Pittsburgh, Kansas City, and Washington, D.C., starting in 2025, followed by a nationwide launch in 2026.

As TIAA continues to evolve, it remains committed to providing secure retirement solutions and outcome-focused investment strategies to millions, having paid more than $5.9 billion in lifetime income to retirees in 2024 and managing $1.5 trillion in assets as of September 30, 2025. Through forward-thinking initiatives like this, TIAA Wealth Management is dedicated to empowering its clients to seize control of their financial futures and invest with confidence.