TD Ameritrade Institutional's New Marketing Campaign Gets Personal


TD Ameritrade Institutional's New Marketing Campaign Gets Personal

New Ads Inspired by Independent Registered Investment Advisors Who Put Their Clients' Interests First

JERSEY CITY, N.J.--(BUSINESS WIRE)-- Don't take this ad personally, or better yet, do. At TD Ameritrade Institutional1 "people matter" is a core value and a central theme in a new advertising campaign targeting the financial advisor community.

TD Ameritrade Institutional's new advertising targeting independent registered investment advisors ( ...
TD Ameritrade Institutional's new advertising targeting independent registered investment advisors ( ...

TD Ameritrade Institutional's new advertising targeting independent registered investment advisors (Graphic: TD Ameritrade Institutional)

The business to business marketing campaign, titled "Human Finance," is about the importance of people and relationships in an industry driven by numbers. The campaign aims to attract new advisors to TD Ameritrade Institutional who share the values of putting people first and doing what's right for investors.

"TD Ameritrade Institutional has seen great momentum and growth in the advisor business," said Kate Healy, managing director of marketing, TD Ameritrade Institutional. "By elevating the brand and advertising to reflect our 'people matter' culture, we can position ourselves for the future and further establish TD Ameritrade Institutional as a leading custodian for RIAs."

The creative strategy, developed by B-to-B advertising agency gyro, includes both traditional and online media. Over the coming months, advisors will see ads in various media outlets such as Barron's InvestmentNews, RIABiz, Financial Planning,, Morningstar and TD Ameritrade Institutional will also explore innovative ways to reach financial advisors via direct mail, email, mobile technology and social media.

"People often associate financial services with portfolio building and investing in stocks, but investing in relationships is an important part of helping individuals and families pursue their financial goals," said Keith Loell, executive creative director, gyro NY. "The campaign speaks to the advisor who wears many hats, from a business owner and counselor to friend and occasional disciplinarian, and ultimately wants to make a difference in their clients' lives. The message is simple; it's the people that matter. And we believe it's a message advisors will be drawn to."

To view the campaign advertisements

For more information, including updates on industry affairs and news impacting RIAs, visit our blog TDA4Advisors, follow us on Twitter @TDA4Advisors and connect on LinkedIn. For more information about TD Ameritrade Institutional, please visit

gyro NY and TD Ameritrade are separate and unaffiliated entries, not responsible for each other's policy, services, or content.

About TD Ameritrade Institutional
TD Ameritrade Institutional1 is a leading provider of comprehensive brokerage and custody services to more than 4,500 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.

About TD Ameritrade Holding Corporation
Millions of investors and independent registered investment advisors (RIAs) have turned to TD Ameritrade's (NYS: AMTD) technology, people and education to help make investing and trading easier to understand and do. 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 38 years. An official sponsor of the 2014 and 2016 U.S. Olympic and Paralympic Teams, TD Ameritrade has time and again been recognized as a leader in investment services. Please visit TD Ameritrade's newsroom or for more information.

Brokerage services provided by TD Ameritrade, Inc., member FINRA ( /SIPC ( /NFA (

TD Ameritrade is separate from and not affiliated with third party media and other organizations, and is not responsible for their services, policies, content, and commentary.

1TD Ameritrade Institutional is a division of TD Ameritrade, Inc., a brokerage subsidiary of TD Ameritrade Holding Corporation.


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TD Ameritrade Holding Corporation
Kristin Petrick
Communications & Public Affairs
O: 402-574-6569, M: 402-218-9813

KEYWORDS: United States North America Nebraska New Jersey


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