LPL Financial has significantly ramped up its use of advisor loans, reporting $2.14 billion in outstanding advisor loans in 2024—a 57% jump from the prior year—as part of its aggressive strategy to recruit and retain talent. 

These forgivable loans, often used as incentives for advisors to join or stay with a firm, have become a cornerstone of LPL’s growth model. The firm’s acquisition of Atria Wealth Solutions, a broker-dealer network with 2,400 advisors and $100 billion in assets, likely contributed to the spike, as LPL aims to retain 80% of Atria’s advisors during the transition. 

LPL’s scale as a self-clearing broker-dealer gives it a cost advantage, allowing more room to offer attractive loan packages compared to smaller competitors. The company expects to complete the advisor transition from Atria by mid-2025, further consolidating its position as the industry’s largest independent brokerage.

Finsum: While this strategy does require a lot of capital it could be a way to attract new talent.