Download TD Ameritrade Institutional Puts a Social Spin on Traditional Advisor

CONTACT:
Joseph A. Giannone
TD Ameritrade Communications + Public Affairs
W: (201) 369-8705
M: (201)725-8584
[email protected]
TD Ameritrade Institutional Puts a Social Spin on Traditional Advisor Advertising
The Human Finance Project Taps the Power of Real Stories to Raise Awareness of Registered
Investment Advisors (“RIAs”)
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ORLANDO, Fla., Feb. 4, 2016 – TD Ameritrade Institutional’s latest marketing effort is sure to get
independent registered investment advisors (“RIAs”) talking. Forget the stock photos, celebrity
spokespeople and stale headlines: the Human Finance Project breaks the traditional financial services
advertising mold by putting RIAs front-and-center and in control of a multi-media campaign.
The Human Finance Project is a collaborative effort between TD Ameritrade Institutional and RIAs to
collect and share stories about what it really means to be a fiduciary advisor. Unlike a traditional
marketing campaign, real advisors will play a leading role in both providing the content and serving as a
distribution channel to get the word out about the benefits of working with an RIA.
“Financial advice ads often sound the same. As a result, consumers remain confused about the
difference between investment advice models and the different standards of care in the industry,” said
Tom Nally, president, TD Ameritrade Institutional. “RIAs are uniquely positioned as fiduciary advisors who
put their clients’ interests first at all times, so we need an equally unique way to tell the RIA story. We’re
excited to launch the Human Finance Project and hope this is the start of a powerful movement to further
set RIAs apart from the competition.”
The Human Finance Project aims to help people gain a better understanding of the work RIAs do for their
clients and the value of having a personal relationship with an independent advisor. To help spread the
message about the benefits of working with a fiduciary, RIAs will have the opportunity to share their
stories through video interviews and by posting photos to Twitter and Instagram using the hashtag
#humanfinanceproject.
TD Ameritrade Institutional will bring a traveling storytelling booth to industry events throughout the
coming year, where a professional facilitator will interview RIAs about their passions, their motivations
and relationships with clients. The video footage will be edited and made available for RIAs to share
through their own marketing channels such as web sites, social media and blogs. TD Ameritrade
Institutional will also promote the content through its digital channels including the
www.HumanFinance.com/project campaign site, social media and industry publications.
“The Human Finance Project is a unique experience that allows advisors to record and share their
personal stories about what motivates them to get up and go to work every day,” said Kelly Caffrey,
marketing director, TD Ameritrade Institutional. “Consumer trust and confidence in financial services is
generally pretty low, which makes it important for RIAs to stand out and clearly communicate their value.
By empowering advisors to get involved, we have the power to change the general perception of financial
services professionals not just one story at time, but thousands of stories at a time.”
Next Steps: Social and Digital Media
Follow TD Ameritrade Institutional on Twitter @TDA4Advisors, follow the conversation through the
#humanfinanceproject hashtag or on Facebook. You also can check out some of the inspiring advisor
stories that have already been gathered by visiting www.humanfinance.com/project.
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TD Ameritrade Institutional is a division of TD Ameritrade, Inc., a brokerage subsidiary of TD Ameritrade Holding Corporation.
About TD Ameritrade Institutional
TD Ameritrade Institutional is a leading provider of comprehensive brokerage and custody services to more than 5,000 fee-based,
independent registered investment advisors and their clients. Our advanced technology platform, coupled with personal support
from our dedicated service teams, allows investment advisors to run their practices more efficiently and effectively while optimizing
time with clients. TD Ameritrade Institutional is a division of TD Ameritrade, Inc., a brokerage subsidiary of TD Ameritrade Holding
Corporation.
About TD Ameritrade Holding Corporation
Millions of investors and independent registered investment advisors turn to TD Ameritrade’s (Nasdaq: AMTD) technology, people
and education resources to help make investing and trading easier. Online or over the phone. In a branch or with an independent
RIA. First-timer or sophisticated trader. Our clients want to take control, and we help them decide how - bringing Wall Street to Main
Street for more than 40 years. An official sponsor of the 2014 and 2016 U.S. Olympic and Paralympic Teams, as well as an official
sponsor of the National Football League for the 2014, 2015 and 2016 seasons, TD Ameritrade has time and again been recognized
as a leader in investment services. Visit TD Ameritrade's newsroom or amtd.com for more information.
Brokerage services provided by TD Ameritrade, Inc., member FINRA /SIPC
Source: TD Ameritrade Holding Corporation