schwab including the founder of this company see charles schwab disambiguation . charles schwab corporation type public traded as nyse schw s & p 500 component industry brokerage banking founded april 1971 as first commander corporation 1 headquarters san francisco california u.s. key people charles r. schwab founder & chairman walter w. bettinger ceo revenue us 6.058 billion fy 2014 2 operating income us 2.115 billion fy 2014 2 net income us 1.321 billion fy 2014 2 aum us 2.464 trillion fy 2014 3 total assets us 191 billion 2016 4 total equity us 11.803 billion fy 2014 3 number of employees 14 000 5 website www.schwab.com the charles schwab corporation is an american brokerage and banking company based in san francisco california . it was founded in 1971 by charles r. chuck schwab as a traditional brick and mortar brokerage firm and investment newsletter publisher . in 1973 the company changed its name from first commander corporation to charles schwab & co. inc. the company started offering discount brokerage services on may 1 1975 and became one of the world s largest discount brokers . 1 6 schwab operates in four main divisions investing wealth management banking and trading . the company serves 9.3 million client brokerage accounts with 2.40 trillion in assets as of june 2014 from over 300 offices in the u.s one office in puerto rico and one branch in london . 5 clients can also access services online and by telephone . in 2009 chairman charles r. schwab received the inaugural tiburon ceo summit award for maintaining a focus on consumer needs . 7 contents 1 history 1.1 u.s. trust 1.2 soundview technology 1.3 return of charles r. schwab 1.4 walt bettinger named ceo 2 marketing 2.1 talk to chuck campaign 3 registered investment adviser firms 4 competitors 5 schwab charitable fund 6 see also 7 references 8 further reading 9 external links history edit in 1963 charles r. chuck schwab and two other partners launched investment indicator an investment newsletter . at its height the newsletter had 3 000 subscribers each paying 84 a year to subscribe . in april 1971 the firm was incorporated in california as first commander corporation a wholly owned subsidiary of commander industries inc. for traditional brokerage services and to publish the schwab investment newsletter . in november of that year mr. schwab and four others purchased all the stock from commander industries inc. and in 1972 mr. schwab bought all the stock from what was once commander industries . in 1973 the company name changed to charles schwab & co. inc. in september 1975 schwab opened its first branch in sacramento ca and started offering discount brokerage services . in 1977 schwab began offering seminars to clients and by 1978 schwab had 45 000 client accounts total doubling to 84 000 in 1979 . in 1980 schwab established the industry s first 24 hour quotation service and the total of client accounts grew to 147 000 . in 1981 schwab became a member of the nyse and the total of client accounts grew to 222 000 . in 1982 schwab became the first to offer 24 7 order entry and quote service its first international office was opened in hong kong and the number of client accounts totaled 374 000 . 1 u.s. trust edit in 2000 schwab purchased u.s. trust for 2.73 billion . 8 in 2001 less than a year after the acquisition of u.s. trust the u.s. trust subsidiary was fined 10 million in a bank secrecy law case . it was ordered to pay 5 million to the new york state banking department and 5 million to the federal reserve board . 9 on november 20 2006 schwab announced an agreement to sell u.s. trust to bank of america for 3.3 billion cash . 10 the deal closed in the second quarter of 2007 . soundview technology edit in november 2003 schwab announced the 345 million acquisition of soundview technology group . the acquisition was intended to integrate soundview s equity research content with charles schwab s trading execution capabilities although the equity research business would come under increased regulatory scrutiny in the following years . soundview had received a 57 % premium to its market price before the announcement . 11 12 return of charles r. schwab edit david s. pottruck who had spent the majority of his 20 years at the brokerage as schwab s right hand man shared the ceo title with the company s founder from 1998 to 2003 . in may 2003 mr. schwab stepped down and gave pottruck sole control as ceo . just a year later on july 24 2004 the company s board fired pottruck replacing him with its founder and namesake . news of pottruck s removal came as the firm had announced that overall profit had dropped 10 percent to 113 million for the second quarter driven largely by a 26 percent decline in revenue from customer stock trading . charles schwab acquired a market making firm called mayer & scweitzer during the late 90s to profit from trading against its retail customers orders . the acquisition was successful because schwab internalized customer orders instead of sending it to stock exchanges profiting from wide spreads at the expense of its customers . the unit was later renamed schwab capital markets . after coming back into control mr. schwab conceded that the company had lost touch with our heritage and quickly refocused the business on providing financial advice to individual investors . he also rolled back pottruck s fee hikes . the company rebounded and earnings began to turn around in 2005 as did the stock . the share price was up as high as 151 % since pottruck s removal ten times since the return of charles schwab . 13 the company s net transfer assets or assets that come from other firms quadrupled from 2004 to 2008 . in the fiscal year 2008 the company generated 5.1 billion in revenue and recorded a net income of 1.2 billion . for the first quarter of 2009 charles schwab corp. reported 1.1 billion in revenue and 218 million in net income . due to the company s relatively low exposure to mortgage backed securities the company has largely been able to escape the turmoil of the 2007 2010 financial crisis that seriously damaged many competitors . it did however market to clients an instrument called yieldplus that had subprime exposure leading to massive losses for some investors . 14 walt bettinger named ceo edit on july 22 2008 walter w. bettinger was named chief executive succeeding the company s namesake . bettinger has been the heir apparent 15 since he was named president and chief operating officer in february 2007 . charles r. schwab remained executive chairman of the company and said in a statement that he would continue to serve as a very active chairman . bettinger came to the company in 1995 when it acquired retirement plan services firm hampton co. that he had founded at age 22 . 15 bettinger in the company s statement seemed to nod to the idea that some schwab shareholders might worry about another succession going awry chuck and i have worked closely together over the years preparing for this transition he said and we will continue to work closely together in our respective roles as executive chairman and ceo . 16 marketing edit in 2004 havas worldwide then called euro rscg was chosen by charles schwab as its full service advertising agency . in february 2013 schwab announced that they had hired crispin porter bogusky cp b as their lead creative agency with havas worldwide remaining to create ads for activetrader and optionsxpress . 17 in march 2015 adweek reported on marketing material created by cp b for schwab s intelligent portfolio service . 18 talk to chuck campaign edit starting in 2005 charles schwab launched a series of television ads featuring the slogan talk to chuck . the tv ads were produced by havas worldwide then called euro rscg and directed animated by bob sabiston s flat black films . talk to chuck ads appeared in print media online billboards and branch offices . 19 a wall street journal blog post described the ads as effective because they included a single memorable phrase . 20 registered investment adviser firms edit schwab business model is based on independent investment adviser firms . citation needed the company serves 5 000 independent advisers . these firms are generally regulated by state local government or by the federal government . schwab also offers online solutions through online tools for novice traders . 21 competitors edit competitors in the discount brokerage industry include e trade fidelity investments firstrade securities idealing merrill edge place trade scottrade td ameritrade and tradeking . 22 schwab charitable fund edit schwab charitable fund is a donor advised fund which preserves the anonymity of donors by not disclosing individual donor names . professionally managed accounts are only available through independent investment advisors working with schwab advisor services a business segment of the charles schwab corporation . it accepts contributions of real estate private equity or other non cash assets via a charitable intermediary with proceeds of your donation transferred to a donor advised account upon liquidation . this intermediary considers donations on a case by case basis with a typical requirement that assets be valued at 250 000 or more . 23 see also edit comparison of online brokerages san francisco bay area portal companies portal references edit a b c schwab history . retrieved 2016 07 06 . a b c charles schwab schw annual sec income statement filing via wikinvest a b charles schwab schw annual sec balance sheet filing via wikinvest schaefer steve ; murphy andrea 2016 05 25 . the world s largest companies 2016 . forbes . forbes inc. retrieved 2016 07 07 . a b about schwab corporate fact sheet pdf . retrieved 2016 06 09 . a premium buy among discount brokers . nytimes.com . 26 january 1997 . tiburon ceo summit xvii award highlights . tiburon strategic advisors strategy consultants to financial institutions . 2009 11 13 . retrieved 2016 07 06 . mcgeehan patrick 2000 01 14 . schwab to pay 2.73 billion for u.s. trust . the new york times . retrieved 2010 09 29 . brick michael 2001 07 14 . u.s. trust is fined 10 million in bank secrecy law case . the new york times . retrieved 2010 09 29 . bank of america to buy u.s. trust . forbes . 2006 11 20 . retrieved 2010 09 29 . schwab to acquire soundview technology group . november 19 2003 schwab to buy soundview for 321 million . the new york times november 20 2003 charles schwab steps down as ceo of his brokerage los angeles times july 22 2008 at schwab unkept promise to investors . the new york times . 14 january 2011 . retrieved 2016 07 07 . a b what a close reading of barron s cover story on walt bettinger reveals . riabiz . 2014 11 14 . retrieved 2016 07 07 . charles schwab steps down as ceo of his brokerage . los angeles times . retrieved 16 july 2014 . beltrone gabriel 2013 02 07 . charles schwab completes creative search crispin outstrips fallon for lead role . adweek . prometheus global media . retrieved 2016 07 06 . gianatasio david 2015 03 12 . ad of the day meet charles schwab s new intelligent nonhuman pitchman cp b builds embodiment of the company s robo adviser . adweek . prometheus global media . retrieved 2016 07 06 . stevenson seth 2005 12 05 . money toons the distinctive animated ads from charles schwab . slate . retrieved 2016 07 06 . higgins michelle perry 2014 08 06 . why talk to chuck was a great