TIAA Wealth Management, the wealth division of retirement provider TIAA, will invest in financial advisor additions with a focus on planning expertise in 2026, as it seeks to connect more savers with advice and its guaranteed income products.
The wealth division, which oversees approximately $208 billion in client assets, framed the recruiting efforts as part of a marketing push and advertising campaign targeting retirement savers in TIAA’s core markets of education, healthcare and public service. The campaign, titled “Invest In Your Worth,” will launch across digital, out-of-home, radio and print channels in select areas this year and nationwide in 2026, the New York-based firm announced Wednesday.
“In 2026, we continue to focus on balancing advisor hiring with technology and productivity investments,” said David Nason, CEO of TIAA Wealth Management and Advice Solutions. “We are actively recruiting financial advisors from RIAs, other record keepers, financial services firms and major banks.”
The effort adds to a recruiting drive TIAA’s wealth division has already been on under Nason, who took the CEO role a little over one year ago. Over the last several years, the wealth division has increased its total workforce by 20%, with 60% of those being client-facing advisors.
“We focus on leading with planning, and we are looking for talent who lead with a fiduciary mindset and a long-term approach to serving our client base of educators, healthcare workers, researchers and public servants,” Nason said.
TIAA Wealth Management’s rebrand is aimed at savers who “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,” according to the announcement.
TIAA has long been one of the primary retirement plan providers in the U.S. to universities, hospitals and other nonprofit institutions. It is also part of an ecosystem of retirement plan providers and wealth managers seeking to better connect the U.S.’s roughly $13 trillion in employer-based defined contribution retirement assets to financial advisors, according to the most recent data from the Investment Company Institute.
TIAA’s wealth division is just a part of the firm’s overall $1.5 trillion in total client assets. Still, it has been a focus of investment as the firm seeks to connect savers with dedicated financial advisors.
“We are investing heavily in AI-powered tools designed to reduce administrative burdens, allowing advisors to spend more time doing what they do best, advising clients,” Nason said. “When new advisors join us, our expanded onboarding program accelerates their time to productivity and builds foundational expertise from day one.
In October, TIAA Wealth Management announced it had selected to work with BNY Pershing’s Wove platform across its broker/dealer, investment advisor and bank custody businesses.
The division has also been working to expand guaranteed income options “across all life stages” that are driven by institutionally priced annuities. TIAA has a long track record of utilizing annuities to create guaranteed income streams for its retirees. In recent years, it has entered the private market with target-date funds featuring embedded annuities through its Nuveen asset management division.
