What Sets Top-Performing Institutions Apart?

In a year marked by volatility and increasing competition, one thing became clear: Institutions that are growing their wealth programs fastest aren’t just responding to market shifts; they’re building smarter, more scalable businesses.

LPL Financial’s 2024 Institution Benchmark Report, based on data from more than 900 financial institutions on the LPL platform, reveals key differentiators fueling sustainable growth across banks and credit unions.

At the Top of the List?

Advisory

Though advisory assets still represent a minority of total assets, they now contribute nearly half of total program revenue, and deliver nearly twice the return on assets compared to brokerage. In fact, advisory revenue grew 30% in 2024, and advisory AUM outpaced brokerage by a ratio of 3 to 1.

High-performing institutions are also turning short-term gains into long-term value. Instead of relying solely on rate-driven transactions, they’re prioritizing lasting client relationships through advisory-led engagement models.

Scalability

Scalability is another key theme. As demand rises and advisor headcount drops, down 12% in 2024, top programs are investing in systems and scalable support structures that allow them to do more with less.

Advisor Talent and Institutional Alignment

Finally, the report highlights the increasing importance of advisor talent and institutional alignment. From succession planning to centralized strategy execution, leading institutions are taking intentional steps to strengthen their advisor bench and unify their delivery models.

Turn Insights Into Action

Explore the 2024 Institution Benchmark Report and learn more about where your program stands, and what steps you can take to scale smarter. Already working with LPL? Reach out directly to your Client Success Manager to get the full report.