The advisory industry is already locked in fierce competition to recruit new advisors. Now TD Ameritrade Institutional is ratcheting up its efforts to attract talent.

The financial services powerhouse is launching a new business-to-business marketing campaign to attract advisors who, according to a TD Ameritrade statement, “share the values of putting people first and doing what’s right for investors.”

“By elevating the brand and advertising to reflect our 'people matter' culture, we can position ourselves for the future and further establish TD Ameritrade Institutional as a leading custodian for RIAs,” Kate Healy, managing director of marketing, TD Ameritrade Institutional, said in a statement.

The creative strategy for  the campaign, dubbed “Human Finance,”  was developed by B-to-B advertising agency  gyroNY. It  includes ads scheduled to run in  both consumer outlets (such as Barron’s,, Morningstar and and B-to-B  media covering the industry (including Financial Planning.)

TD Ameritrade Institutional will also target financial advisors via direct mail, email, mobile technology and social media. 


A strong stock market, retiring baby boomers and bidding wars for advisors looking to move has resulted in a buyers’ market for  financial advisors, industry observers say. That puts more pressure on firms like TD Ameritrade to step up recruiting efforts.

“The campaign speaks to the advisor who wears many hats, from a business owner and counselor to friend and occasional disciplinarian, and ultimately wants to make a difference in their clients’ lives,” Keith Loell, executive creative director, gyro NY, said in the press release. “The message is simple; it’s the people that matter. And we believe it's a message advisors will be drawn to.”

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