diff --git a/src/zipline/utils/run_algo.py b/src/zipline/utils/run_algo.py
index fc87741a12..8ef95fab38 100644
--- a/src/zipline/utils/run_algo.py
+++ b/src/zipline/utils/run_algo.py
@@ -176,8 +176,13 @@ def _run(
         bundle_data.adjustment_reader,
     )
 
-    def choose_loader(_column):
-        return pipeline_loader
+    def choose_loader(column):
+        if column in USEquityPricing.columns:
+            return pipeline_loader
+        try:
+            return custom_loader.get(column)
+        except KeyError:
+            raise ValueError("No PipelineLoader registered for column %s." % column)
 
     if isinstance(metrics_set, str):
         try: