RBC Financial Group is introducing a new sales force in Canada dedicated to focus on providing financial planning and advice.

The new national sales force will bring together 1,500 existing accredited financial planning professionals from RBC Investments (its wealth management arm) and RBC Royal Bank to integrate RBC’s approach to financial planning and advice.

These financial planning professionals will continue to be licensed under Royal Mutual Funds Inc., and will provide banking products in addition to mutual funds. This group of financial planning professionals are expected to complement the nearly 1,500 full-service investment advisors from RBC Investments, as well as the services offered by its discount brokerage business, and the bank.

RBC says that it hopes that this initiative will strengthen RBC’s position in the financial planning business and make these services more accessible to its 9.5 million clients across Canada. It will also unite this sales force under one management team who will create an integrated service for consumers.

“We will be focussed on delivering a full-service banking and financial planning relationship to the client,” said Matt Varey who will head the new financial planning team. “The increasing demand by Canadians for financial planning and advice is a prime market opportunity that RBC Financial Group is aggressively pursuing. This initiative marks an important step in becoming the premier provider in the industry.”