TD Wealth

Broker/Dealers: fewer than 1,000 Advisors (Thought Leadership)

TD Wealth Private Client Group works with clients throughout the Northeast, Mid-Atlantic, Washington D.C., the Carolinas and Florida. We provide strategic guidance and integrated wealth advisory services, including tailored lending, customized investment strategies and robust private banking options to individuals and organization s. A member of TD Bank Group and a subsidiary of The Toronto-Dominion Bank of Toronto, Canada, TD Bank is a top 10 financial services company in North America. TD Wealth is part of TD Bank, one of the 10 largest banks in the U.S., with deep roots in the community.

Initiative

Changing the Client Conversation – TD Wealth Private Client

Provide the sales teams with innovative and breakthrough collateral that showcases the TD Wealth offerings with a completely new customer-centric solutions approach.Change the way to talk to our Clients.

We updated the existing Private Client Group marketing collateral soup- to -nuts to:

Reflect appropriate branding to support the TD Wealth identity; (“TD bank human” with a high net worth /wealth approach.)

Use the new TD Wealth Value Prop work as a foundation for messaging and include Goals Based Advice (a change in the way we interact with our High Net Worth clients that focuses on the customer’s aspirations versus a “selling products” based approach)

Develop dynamic materials that the field can customization themselves (on demand printing for example) based on unique needs

Category Finalists

Key Business Leader

Rick Waxman
SVP, Head Product Marketing

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