TD Ameritrade is introducing a financial education platform for investors based on artificial intelligence. Its Content Intelligence Platform uses AI to give clients tailored content based on their online behavior.

The news comes one day after the firm said it made an investment in ErisX, a platform that combines a derivatives exchange and clearing group for digital-asset futures and spot contracts, and TD Ameritrade President & CEO Tim Hockey’s speech at the annual Security Traders Association meeting in Washington about the firm’s technology-focused strategies.

Starting Thursday, the firm’s education staff will organize and share its most popular content, based on overall viewership numbers, it says. As clients view this content, the platform will study preferences and then suggest related articles and videos, for instance.

By year-end, the firm expects the platform to pull demographic information voluntarily provided by clients, such as age and marital status, and to suggest more relevant content for them. In early 2018, a TD Ameritrade poll found that close to 90% of investors say AI and machine-learning-based suggestions they experiences with Amazon and Netflix are useful.

The firm believes education is “absolutely critical to investing,” according  Lee McAdoo, head of investor education at discount brokerage firm, which also works with some 6,000 registered investment advisors. It also knows investors have “limited time and evolving expectations,” so it built “a customized, curated experience that will meet clients at any stage of financial fluency, enabling them to become smarter, faster,” she says.

TD Ameritrade’s content library includes almost 500 videos, seven courses and 2,000-plus articles.