Schwab targets $1 trillion in self-directed assets for its RIA

Charles Schwab plans to convert eight million or more of its own self-directed clients with more than $1 trillion in assets into its Schwab Wealth Advisory RIA, according to RIABiz reporting from CEO Rick Wurster's July 21 earnings call. Wurster called the conversion funnel "unmatched," describing it as "colossal, captive, and motivated."

Wurster said only 5% of Schwab retail households currently use a fee-based advice solution, while 31% say they would pay for advice. Schwab Wealth Advisory's ADV2 filing, reviewed by RIABiz, reported $218 billion in AUM as of Dec. 31, 2025.

Schwab reported record Q2 results, but shares fell 2.56% to $99.96 on July 21. The firm holds $13.08 trillion in total client assets, including $5.7 trillion custodied for RIAs.

The plan sharpens Schwab's dual role as both custodian and competitor. Wurster said converting DIY accounts to advice generates three times the return on corporate capital, and Schwab's RIA custody book remains a key growth engine.

The target pool — more than $1 trillion in assets and eight million or more clients — dwarfs the organic growth pipeline of most independent RIAs. Those firms now face a custodian actively competing for the same households they serve.

Some large RIAs have publicly backed Schwab's right to compete. Mariner's Marty Bicknell told RIABiz he is "not scared," and Creative Planning's Peter Mallouk has supported the move. But RIABiz has also surfaced analyst warnings that smaller RIAs could find themselves "building on rented land."

The 31% willingness-to-pay figure is the one to watch. Even partial conversion of those households pulls assets and future referral flow away from independent advisors. Custody access is no longer a durable moat; differentiation and client service are what smaller RIAs must build now.

The next SWA ADV filing will show whether the $218 billion figure has moved. Wurster has tied advice penetration to the triple-return message, so expect continued investment in the program if the conversion funnel shows traction.