TIAA Wealth Management Unveils Rebrand Expanding Access to Financial Advice

New brand positioning combined with investment in technology, new products, and new advice channels, positions the business for next chapter of growth

NEW YORK, Dec. 10, 2025 /PRNewswire/ -- TIAA Wealth Management, a division of TIAA, today unveiled a new brand positioning and campaign, 'Invest in Your Worth,' marking how financial guidance is delivered to professionals who have built substantial retirement savings yet may not believe financial advice is for them.

"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."

Bringing this vision to life, TIAA Wealth Management is making significant investments across four strategic areas:

• 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 a flexible model including digital solutions, team-based support, and dedicated advisors.
• Strategically expanding its advisory workforce while enhancing productivity through technology.

These investments enable advisors to spend more time on personalized financial guidance that helps clients build and sustain financial security.

The rebrand speaks to educators, healthcare workers, researchers, and public servants across all life stages who are building or have accumulated meaningful wealth through consistent contributions but may not always know how to manage it effectively through retirement and on to the next generation. 

"The rebranding is a visible commitment to our comprehensive financial strategy," said Micky Onvural, Chief Marketing Officer, 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 updated visual identity and brand campaign positions TIAA Wealth Management for growth by combining the heritage of the TIAA brand in the retirement market, with an updated positioning for the business that is distinct in the market.

The new campaign rolls out across digital, out-of-home, radio, and print platforms in Pittsburgh, Kansas City, and Washington, D.C. starting in 2025 and nationwide in 2026.

About TIAA

TIAA provides secure retirements and outcome-focused investment solutions to millions of people and thousands of institutions.ⁱ It paid more than $5.9 billion in lifetime income to retired clients in 2024ⁱⁱ and has $1.5 trillion in assets under management (as of 09/30/2025).ⁱⁱⁱ

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SOURCE TIAA