US-based brokerage firm TD Ameritrade, a broker-dealer subsidiary of TD Ameritrade Holding Corporation, has beefed up its offering for tech-savvy investors, announcing the introduction of a new AI-powered content platform that automatically organizes, categorizes, and optimizes content based on clients’ behavior.
Launching out of its Content Intelligence Platform (CIP) today, the new addition is an expansion of an existing educational product the company already included as part of its core offering. TD Ameritrade’s library of education content includes nearly 500 videos, seven courses, and more than 2,000 articles.
Depending on the users’ areas of interest, the CPI will do the rest, including suggesting related articles and videos. Later, the client can voluntarily tell the platform about his personal information such as age and marital status, to suggest more relevant content.
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TD Ameritrade, as well as several U.S. discount brokers, are enhancing their offering to attract digitally savvy and younger investors, as a slew of emerging micro-investing apps like Robinhood now offer mobile apps that let beginners buy and sell public stocks without trading fees.
Earlier this year, the broker also leveraged an artificial intelligence (AI) technology to launch a bot for Twitter that serves as a virtual assistant to allow the company to communicate with its customers. It resembles the one it launched in 2017 and enabled customers from trading equities and exchange-traded funds using Facebook’s messenger services.
Commenting on the news, Lee McAdoo, managing director of Investor Education at TD Ameritrade, said: “We believe education is absolutely critical to investing. That’s why TD Ameritrade’s library of education content includes nearly 500 videos, 7 courses and more than 2,000 articles. But, we also know investors have limited time and evolving expectations, so we’ve created a customized, curated experience that will meet clients at any stage of financial fluency, enabling them to become smarter, faster.”