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TD Ameritrade Institutional Puts a Social Spin on Traditional Advisor Advertising

Submitted by Technology Tools for Today on February 5th, 2016


The Human Finance Project Taps the Power of Real Stories to Raise Awareness of Registered Investment Advisors (“RIAs”)

TD Ameritrade Institutional’s1 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.

1. 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.

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