TIAA Wealth Management, a division of TIAA, is spotlighting the effectiveness of preparing for retirement in its latest campaign, “Invest in Your Worth.”
As part of the initiative, TIAA Wealth Management will incorporate changes in four areas, including:
- Deploying AI-powered tools and implementing BNY Pershing’s Wove platform to unify operations.
- Expanding solutions from education savings to guaranteed income products across all life stages.
- Serving participants through digital solutions and advisor support.
- Expanding its advisory workforce while improving productivity through technology.
These investments may help advisors spend additional time on personalized financial guidance, the firm states.
“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,” said David Nason, CEO of TIAA Wealth Management and Advice Solutions. “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.”
The rebrand aims to expand access to financial advice, and targets educators, healthcare workers, researchers, and public servants “across all life stages” who have built wealth but are unsure with how they can manage it through retirement and for future heirs.
“The rebranding is a visible commitment to our comprehensive financial strategy,” said Micky Onvural, chief marketing officer at TIAA. “‘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.”
The new campaign will be available across digital, out-of-home, radio, and print platforms in Pittsburgh, Kansas City, and Washington, D.C. beginning in 2025 before releasing nationwide in 2026.
TIAA, a retirement services provider, has paid over $5.9 billion in lifetime income to retirees and has $1.5 trillion in assets under management (AUM) as of September 30, 2025.