TIAA Wealth Management has introduced a new brand platform, Invest in Your Worth, that represents a substantial repositioning of how the firm intends to deliver financial guidance to the millions of professionals it serves. The initiative reflects an expanded focus on technology investment, advisor support, and product innovation as the organization seeks to reach individuals who have accumulated meaningful retirement savings yet may not view themselves as candidates for professional financial advice.
The firm is investing across several strategic areas intended to modernize the client and advisor experience. These include the introduction of AI-powered capabilities, the implementation of BNY Pershing’s Wove platform to streamline operations, and new solutions ranging from education planning to guaranteed income offerings. The business is also broadening its service model to incorporate digital advice pathways, team-based support, and dedicated one-to-one advisory relationships. TIAA Wealth Management plans to increase the size of its advisory workforce while improving productivity through upgraded technology systems, enabling advisors to devote more time to personalized financial guidance.
The rebrand is designed to resonate with educators, healthcare workers, researchers, and public sector professionals who have built substantial savings through long-term contributions. But it may be uncertain about how to manage those assets as they transition through different stages of life and ultimately toward retirement and legacy planning. TIAA Wealth Management’s refreshed visual identity and campaign build on the broader TIAA brand’s longstanding history in the retirement market while positioning the wealth management division as a differentiated offering poised for further growth.
The Invest in Your Worth campaign will launch across digital, radio, print, and out-of-home channels in Pittsburgh, Kansas City, and Washington, D.C. in 2025 before expanding nationwide in 2026. TIAA, which manages $1.5 trillion in assets as of September 30, 2025, continues to emphasize outcome-focused retirement solutions and paid clients more than $5.9 billion in lifetime income in 2024.
KEY QUOTES:
“Nearly half of Americans are under-saved for retirement. The challenge isn’t just about saving; it is knowing how to manage those savings with confidence. That’s where access to trusted advice becomes essential. We are reimagining how advice is delivered, meeting people at every life stage and making it simpler and easier to get the right guidance at the right time.”
David Nason, CEO of TIAA Wealth Management and Advice Solutions
“The rebranding is a visible commitment to our comprehensive financial strategy. ‘Invest in your Worth’ recognizes both the wealth our clients have accumulated through their careers, but also the even greater value they have created within the communities they serve.”
Micky Onvural, Chief Marketing Officer, TIAA
