TD Ameritrade President Tom Bradley on Thursday speaking at the company's conference in Orlando.

In his opening address Thursday to the more than 2,500 attendees at the TD Ameritrade Institutional annual conference in Orlando, Fla., Tom Bradley, the firm’s president, characterized Ameritrade’s open platform approach to its Veo platform as “essentially the Apple Computer model.”

By that, he meant that rather than dictating which applications its affiliated RIAs must use, Ameritrade works with applications providers in areas such as CRM, financial planning and portfolio management to integrate them for use on the Veo platform. In addition, Ameritrade has hosted several “summits” with software makers to hear about their issues in integrating with Veo.

On Thursday, Ameritrade announced that almost 20 applications providers are currently integrated through Veo, including the CRM apps Salesforce, Junxure, Ebi and Redtail, while 30 other software providers have begun the integration process. To help advisors understand the different levels of integration for the applications they use, Ameritrade said it will introduce in late February the VEO Integration Analyzer. The Analyzer is an online assessment tool, according to Bradley, that will help advisors evaluate multiple third-party vendors and their level of integration with Veo.

Also in late February, RIAs who custody with Ameritrade will be able to trade mutual funds and equities through their iPads with Veo Mobile, available through the Apple App store at RIAs will also be able to view streaming video of CNBC through the Veo Mobile for iPad app, while in March, Veo Mobile will be enhanced for viewing of client account balances and transactions on most smartphone devices.

Read full coverage of TD Ameritrade’s conference at AdvisorOne.