Ameriprise's television campaign targets soon-to-be retirees. The advertisements help expand name-brand recognition and aims at adding clients in need of full financial planning services - mostly, those that near retirement and have plenty of investable assets. These clients generate more revenue than new savers for Ameriprise.
Ameriprise provides tools to help advisors grow business and provide better advice, but at the same time, allows advisors flexibility in choosing how to run their own business. The flexibility, along with competitive payouts, should promote incentives for Ameriprise's advisors to grow assets.
Aging baby boomers are at or near retirement and are in need of financial planning advice. Demand for Ameriprise's services will grow with this change in demographics.