TD Ameritrade Institutional Puts a Social Spin on Traditional Advisor Advertising
February 04 2016 - 08:00AM
Business Wire
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 InstitutionalTD 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 CorporationMillions 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
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version on businesswire.com: http://www.businesswire.com/news/home/20160204005217/en/
TD Ameritrade Holding CorporationJoseph A. GiannoneTD
Ameritrade Communications + Public AffairsW: (201) 369-8705M: (201)
725-8584joseph.giannone@tdameritrade.com
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