Building Representation to Build Relationships

Edward Jones, one of America’s most recognized financial firms with $1.9 trillion in assets under management, has long been known for its community-based, one-on-one advisory model. Yet even trusted brands face barriers to growth. For Edward Jones, that challenge was connecting authentically with Asian Americans—the wealthiest U.S. demographic (average household income), wielding $1.3 trillion in buying power.

The issue was representation. The firm lacked enough financial advisors of Asian descent to build trust and relationships with a segment that prefers working with professionals who share their culture and values. Before Edward Jones could win new Asian clients, it first needed to recruit the right advisors.

Left Off Madison designed a geo-targeted recruitment campaign in Houston and Seattle to drive awareness, engagement, and applications for the Financial Advisor opportunity. Our strategy spanned digital, radio, mall advertising, pole banners, transit, and ad panels—a cost-efficient mix tailored for precision reach.

Creative messaging emphasized opportunity and empowerment, positioning Edward Jones as a firm where Asian professionals could succeed by serving their own communities. Executed in English, the campaign targeted Chinese, South Asian, Filipino, and Vietnamese prospects. Engagement from South Asian and Filipino audiences outperformed expectations, validating both message resonance and media efficiency.

The results: 67,000+ unique visitors to the Edward Jones career site and measurable traction toward diversifying its advisor base.

For CMOs, this case underscores a crucial truth: growth often begins within. By helping Edward Jones recruit authentic, culturally connected advisors, Left Off Madison laid the groundwork for future customer expansion built on trust, representation, and inclusion.