TDA Makes Its Mark on Adviser Tech

TD Ameritrade Institutional brings its brand to technology for advisers, with a new "Veo Integrated logo."

The branding makes it easy for registered investment advisers (RIAs) to identify technology providers that have built integrations with TD Ameritrade Institutional’s Veo  adviser platform. RIAs who are shopping for technology can look for the logo on marketing materials including websites, brochures and videos from participating technology providers.  One goal is to improve the technology experience for RIAs by integrating common adviser applications with the Veo system.

The “Veo Integrated” logo is part of a larger effort to raise awareness and adoption of the technology integrations that have been delivered to RIAs through the Veo open access initiative. The industry-wide effort kicked off in late 2010 to help advisory firms maximize their technology and streamline day-to-day operations. Since the platform’s inception late in 2010, TD Ameritrade has linked it to a range of products and technology, including iPads and mobile tools. (See “TD Ameritrade Institutional Expands Mobile Tools.”)

TD Ameritrade Institutional is continuing to expand the list of Veo open-access tech providers and to deepen existing integrations with Veo. Overall adviser adoption of Veo open access integrations is up 104% in 2013. The customized Salesforce CRM app is among the most widely adopted, with more than 1,000 users.

All third-party technology providers that participate in the Veo open access initiative must meet security requirements and deliver a specific quality of service to advisers, according to Jon Patullo, managing director of technology of TD Ameritrade Institutional. “It’s important that firms eligible to display the ‘Veo Integrated’ logo demonstrate a high standard of care and commitment to RIAs,” he said.

Fifty technology providers including customer relationship management, financial planning, portfolio management, rebalancing and document management applications have VEO integration. A list of providers is available here.  

The Veo Integration Analyzer tool helps advisers identify levels of integration between their current applications, or applications they may be considering for purchase. The interactive guide allows advisers to create and compare unique scenarios. More information is here.