TD Ameritrade 2018 Annual Report

vii The world wasn’t going to stop changing … consumer expectations and behaviors are shifting rapidly as technology makes its way into basic components of everyday life. Personal finance is no exception. At TD Ameritrade, we are embracing that change to drive more automation, efficiency, and best-in-class experiences for our clients—experiences that meet and exceed our clients’ diverse needs and expectations. These experiences will be high-tech, and they will deliver the right touch, seamlessly blending the efficiencies of online with the personalization of in-person care through an omni-channel service model. We’ve developed and expanded relationships this past year with innovative, influential companies like F acebook, A pple, T witter, A mazon, and W e C hat to make doing business with TD Ameritrade more easily integrated into everyday life. These relationships are not only improving the client experience, but position us for future growth opportunities as technology continues to transform the way we do business. In January, we became the first U.S . retail brokerage firm to offer trading of select securities 24 hours a day, five days a week. Knowing that nearly 70 percent of the clients who use our research and education resources do so outside of regular trading hours, this offering allows us to bridge the gap for clients, making their experiences more convenient and effortless. We’re expanding our pipeline for ideas, and bringing them to life more quickly—and efficiently—than ever before. This year we achieved our goal of transitioning 80 percent of our development teams to Agile. We’re also investing in an enhanced digital workplace—or the channels our employees use to seek, share, and contribute information—to further break down silos across the firm and improve workflow. We’ve accomplished a lot, and yet we’ve only scratched the surface. Technology is at the heart of all that we do, and we have clear intentions to stay ahead of the curve as we work to continue transforming lives and investing for the better. While S cottrade was clearly J ob O ne, it couldn’t be our only job. Reinventing how we invest. Innovation