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This Move by TD Ameritrade Could Attract Investors’ Attention


Jun. 20 2018, Updated 9:02 a.m. ET

TD Ameritrade’s Personalized Portfolios offering

In the previous article, we saw how digitization is shaping the brokerage industry and how market participants are adapting to the available digital technologies. At the end of May, TD Ameritrade (AMTD) developed Personalized Portfolios, which provides investors with the ability to customize their investments.

TD Ameritrade’s clients are able to deal with senior financial consultants, which allows them to interact on a one-on-one basis. Financial consultants would be able to deal with TD Ameritrade Investment Management’s portfolio consultants. This offering has a goal-based platform on which the company’s customers can view all their investments.

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What lies ahead?

TD Ameritrade maintains its focus on client satisfaction by leveraging its technological abilities. The company is expected to see higher client retention and higher engagement.

During its first-quarter earnings call on April 19, E*TRADE (ETFC) noted that its platform supported significant client participation levels and that it provided a robust risk management platform. Other brokerages (VFH) such as Charles Schwab (SCHW) and Interactive Brokers Group (IBKR) also provide digital trading platforms.

The increased use of digital methods could also improve these brokerages’ active accounts. Charles Schwab’s active brokerage accounts have increased in the past several quarters.


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