TD Ameritrade rolled out an enhanced private client service program to stem outflows of their wealthiest clients

TD Ameritrade only advertises its Private Clients Service benefits to client once they have been with us for some time and have over one million dollars invested with the company. The goals of the program are to offer additional support, enhanced service, and value-add benefits that speak directly to their needs to pursue their financial goals on their terms. Our goal was to get these clients to engage with their individual Private Client Investment Consultant. 


Introducing ourselves

To build awareness of the Private Client Service program we wanted to send these valued clients a welcome package that stands out. With our direct mail investment we wanted to give clients an overview of the program and a direct line to then consultants. So we did, by sending them a phone with their consultants number already saved in their contacts as well as the TD Ameritrade family of apps.


Personalized dynamic content

Using data we were able to produce multiple client segments which we targeted on social media and with multiple banner units. We introduced people to their personal Private Client Investment Consultant based on their proximity and served up that consultants phone number in real time. We also personalized every email communication we sent out with the clients name and a note from their consultant. 

Private client service microsite & Marketing Site

We built out a microsite that would serve information about clients enhanced benefits such as one-on-one support, market and investing insights through Morningstar reports, and free income planning and goal planning sessions. They also can view the qualification of their individual consultants and exclusive activations for member across the country. To extend our reach even further, the Private Client Service program we also highlighted on the current TD Ameritrade marketing site. 



Even the most confident investor could use someone else in their corner.  The TD Ameritrade Private Client Services program gives these investors ongoing support can help them to meet their needs for any stage of their lives. By continue to spark their interesting over time and deepen the relationship through expertise and exclusive perks we hope to stay engaged with the wealthiest of our clientele.



Agency: Havas
Role: Art Director / Lead Designer
Partners: Associate Creative Director - Jamie Gray, 
Copywriter - Sandy Moore, Designer - Marcel Williams, Strategy - Ruth Esponda