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Technology > Marketing Technology

TD Ameritrade Launches iPad App for Advisor Users of Veo

By James J. Green

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As it promised advisors in its national conference in February, TD Ameritrade Institutional announced Monday a mobile application for Apple’s iPad that works with TD’s Veo technology platform. Veo Mobile for iPad, available at Apple’s iTunes App Store, allows RIAs who custody at TD Ameritrade Institutional to access client account data in addition to real-time market data, news and alerts.

TD Ameritrade said it plans to enhance the application in the future to allow for trading of client accounts. The company said it also has plans to introduce Veo Mobile for additional devices including smart phones like Apple’s iPhone, tablets and mobile devices running other operating systems.

In an interview on April 7, TD Ameritrade Institutional president Tom Bradley (left) said the iPad and similar mobile tools will “change the way advisors interface with clients,” and that the iPad app was an indication of how TD is on the “cutting edge of technology.”

TD Ameritrade is not the only financial services company to offer iPad and other mobile applications. Among custodians, Pershing offers an iPad application to link to its NetX360 platform. In a February interview for Investment Advisor, Lucille Mayer of Pershing said the firm will enable trading on mobile devices this year on the iPad, iPhone Blackberry and Android smart phones. Fidelity announced in February and March similar iPhone and Android apps for RIA users of its WealthCentral platform.

Beyond the app itself, TD Ameritrade is also encouraging third-party software developers to create additional apps that will allow greater integration of data using the API (application programming interface) approach, potentially linking advisors’ existing CRM, financial planning and portfolio management systems to Veo. To help jumpstart the API process, TD is hosting its second annual Technology Integration Summit April 26-27 in Dallas. A TD spokesperson said on Tuesday that some 30 technology vendors are expected to attend. Those third-party software providers have completed the due diligence process to write programs to TD’s API.

In the formal announcement of Veo Mobile, Jon Patullo, director of  technology product management for TD Ameritrade, said that “by allowing multiple advisor technology providers to integrate with Veo, we are making a customizable mobile workstation a reality for advisors.”

Other financial services companies with mobile apps include HighTower Advisors, which announced iPad and iPhone apps for its advisors last May. Hartford Financial Services is conducting a trial of an iPad app for its annuity and mutual fund salesforces, and CPA firms like BMG have rolled out iPad applications for charitable donations.

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