(NYSE: AMP) Ameriprise Financial employs more Certified Financial Planners than any other company in the United States.^[1] These financial advisers pay Ameriprise a franchise fee in exchange for using the company's brand name, client acquisition services, and financial planning software. While the outsourced nature of its business limits costs, the independence of its financial planners limits Ameriprise's ability to raise its franchise fees.

Ameriprise representatives sell life annuities, insurance, and asset management services to customers. In 2008, the company has set its sights on Aging Baby Boomers that have plenty to invest and are in need of retirement planning.^[1] As it does so, it has been weighting its portfolio more heavily towards equity managed products like stock mutual funds, rather than selling insurance and fixed annuities which guarantee specific payments to clients. AMP hopes this transition will free up capital and increase management fees, while shielding the company from interest rate fluctuations and increasing its exposure to changes in stock market prices.^[2]

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