TD Ameritrade

BACKGROUND

Since 1975, TD Ameritrade has been on a mission to make investing simpler and more personal than ever before.

In 2017, TD Ameritrade formalized its corporate purpose: “to transform lives and investing for the better.”

That purpose quickly became a rally cry for everything they do, say, and embody. By fulfilling that purpose, TD Ameritrade believes it can positively transform lives and make a real impact in the world.

CHALLENGE

When Changing Our World began working with TD Ameritrade in 2016, it was clear that the company had a unique and authentic culture of teamwork, inclusion, community engagement and personal accountability.

Our challenge was to build on and harness its significant legacy of grassroots employee engagement while adding structure and consistency to its corporate responsibility programs, allowing the company to measure and articulate progress towards key social impact goals, stakeholder expectations and business objectives.

SOLUTION

Changing Our World works with TD Ameritrade to support two key workstreams: Community Involvement and Corporate Responsibility.

Community Involvement: Created a community engagement platform that balances targeted social impact with employee-led volunteerism and giving, including:

• A signature initiative to deliver innovative and inclusive financial education to help youth and underserved populations build the skills and behaviors they need to succeed, in investing and in life. Together with 4-H, TD Ameritrade developed a research-based, first-of-its-kind “Smart Cents Playbook,” a financial literacy guidebook to put youth on a path to healthy financial futures.
• Employee-led giving and volunteerism including a Community Grants Program, Dollars for Doers and Matching Gifts.

Corporate Responsibility: Developed the company’s first formal corporate responsibility strategy – Creating Pathways to Prosperity – which organizes how the company brings its purpose to life through three core pillars – Confidence, Culture, Commitment – each with corresponding programs and KPIs.