SUNNYVALE, Calif. – January 23, 2020 — Edelman Financial Engines, the largest independent financial planning and investment advisor1, has appointed Jason Van de Loo to lead its growing retail business.

Mr. Van de Loo will oversee a team that includes more than 320 financial planners across 170 locations nationwide, who provide high-tech and high-touch financial planning services to more than 92,000 American households representing nearly $40 billion in hard-earned savings. He reports to the company’s president and chief executive officer, Larry Raffone.

In total, the company manages more than $213 billion in assets for 1.2 million clients across both the retail and workplace platforms.

Mr. Van de Loo currently serves as the firm’s Chief Marketing Officer and will continue to lead marketing in addition to his expanded responsibilities. Since joining Edelman Financial Engines in 2014, he has reinvented the firm’s marketplace strategy, leading teams focused on product, design, communications, workplace and consumer marketing, and brand development. In addition to his role as CMO, Mr. Van de Loo has served as interim head of the firm’s Retail Leadership Team since July 2019, successfully implementing enhanced client and planner experiences and driving growth and momentum across the business.

This appointment follows Kelly O’Donnell’s recent promotion to lead the firm’s workplace business, which serves individuals invested in corporate defined contribution retirement plans, such as 401(k)s and 403(b)s.

“As Head of Retail, Jason will build upon our strong foundation and deep relationships with our planners and clients, our firm’s unique value proposition, and our mission-driven culture,” Mr. Raffone said. “In this expanded role, Jason will continue the great work he has done elevating our new brand and working alongside our nationwide network of financial planners to reimagine how we successfully reach the hardworking Americans who don’t have millions and help them achieve their financial goals.

“With Jason and Kelly leading our Retail and Workplace businesses, respectively, we have positioned the firm to be the top destination for consumers and plan sponsors alike seeking independent financial advice free of product conflicts. Going forward, we expect further collaboration between the two businesses as more employers begin to offer financial planning benefits to employees beyond workplace retirement accounts,” Mr. Raffone added.

Mr. Van de Loo brings 20 years of experience driving customer-centric innovation and growth. Prior to joining the firm, he held senior-level business, marketing and product strategy positions at Capella University and educational technology company Everspring.

“I have built my career helping people who might have been overlooked, whether they be households underserved by traditional Wall Street institutions or students deserving of the best university education,” Mr. Van de Loo said. “As I enter into this new role, I am grateful to be surrounded by an experienced group of leaders who share this mission. And to work with a team of financial planners within a firm that consistently ranks as the best in our industry. These devoted women and men are on the front lines with our clients each day, helping them achieve their life goals and advancing our mission of providing all Americans access to the independent, high-quality financial advice they deserve. I am inspired to lead such a powerful team.”

In addition to his work with Edelman Financial Engines, Mr. Van de Loo has served on the Board of Directors of CaringBridge, a global non-profit that creates private social networks to help families navigate health journeys, and TreeHouse, an organization transforming the lives of at-risk teens.

Mr. Van de Loo holds a master’s in business administration and a bachelor of science in business, both with high distinction, from the Carlson School of Management at the University of Minnesota.

About Edelman Financial Engines

Since 1986, Edelman Financial Engines has been committed to always acting in the best interest of our clients. We were founded on the belief that all American investors – not just the wealthy – deserve access to personalized, comprehensive financial planning and investment advice. Today, we are America’s top independent financial planning and investment advisor, recognized by both InvestmentNews and Barron’s with 170 planner offices across the country and entrusted by more than 1.2 million clients to manage more than $213 billion in assets. Our unique approach to serving clients combines our advanced methodology and proprietary technology with the attention of a dedicated personal financial planner. Every client’s situation and goals are unique, and the powerful fusion of high-tech and high-touch allows Edelman Financial Engines to deliver the personal plan and financial confidence that everyone deserves.

1 Ranking and status for 2018. For independence methodology and ranking, see InvestmentNews Center (