How TD Ameritrade’s digital innovation stays on track with consumers

Geoffrey Precourt

TD Ameritrade, the financial-services provider, is pursuing incremental innovation that is intended to help it engage younger consumers.

TD Ameritrade has been disrupting wealth management for 40 years, and boasts an in-house "tiger team" dedicated to strategic innovation that, its leader insists, will continue "democratizing investing."

"We're purposefully small and scrappy," Sunayna Tuteja, Director/Emerging Technologies, Innovation and Strategic Partnerships at the Omaha, Nebraska-based firm, explained at the 2017 Ad Age Next Conference. And the group of seven is driven by a deceptively simple mantra: "Let's go where the consumers are."

Sunayna Tuteja, Director/Emerging Technologies, Innovation and Strategic Partnerships, TD Ameritrade

Younger customers, she continued, are comfortable with chatbot technology. And, to appeal to this cohort, "We are the...

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