Mission and Values

Here to Support You

“We take care of our advisors, so they can take care of their clients.”

That’s our mission at LPL Financial, and it permeates everything we do.

Many of the values you’ve shared at Waddell & Reed are shared here at LPL. With us, you’ll find a home where:

Advisors are #1. You’re our only clients, and your success is the center of our universe. That’s why we continually invest in solutions to help you thrive.

Your client relationships are yours – wherever you go. We’ll never compete for them.

Personal attention matters. Our scale allows us to help you grow, and our service design ensures you’re never just a number.

Doing business is easy. Through automation and reliable tools that work – and work together – your day-to-day operations run smoothly.

Freedom is paramount. From investment products and platforms to the brand you present to the market, you’re free to run your business your way.

You should be rewarded for the value you build with clients every day – and supported to create more of it. Our scale will help you keep your fees low, our resources will help you scale, and your payouts will help you realize the rewards you deserve.

Community fosters growth. Our collaborative and supportive advisor community will connect you with like-minded peers who will help you take your practice where you want it to go.