Industry Spotlight > RIAs

TD Ameritrade Marketing Tool Promotes Fiduciary Benefits

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A new toolkit TD Ameritrade is offering advisors includes tools that promote the benefits of working with a fiduciary, the company announced Tuesday.

Advisors can personalize presentations and advertisements that educate investors on the differences between brokers and RIAs. The toolkit also includes guidebooks, white papers and third-party online resources to help RIAs differentiate their services from brokers’.

Tom Nally, president, TDAI“RIAs need to market their fiduciary standard of care every chance they can,” Tom Nally (left), president of TD Ameritrade Institutional, said in a statement. “Investors increasingly seek objective advice from an advisor who sits on the same side of the table and is required by law to put the clients’ interests’ first. RIAs’ independent, fee-based and fiduciary approach to wealth management is a key consideration when investors are choosing an advisor.”

The top reason their clients chose to work with RIAs is that they are required to offer advice in their clients’ best interest, a survey conducted by TD Ameritrade Institutional at the end of March and early April among 500 RIAs found. More personalized service and competitive fee structures at RIA firms was the second most popular reason, followed by client dissatisfaction with the service, advice or performance at a full-service brokerage.

The toolkit is available at