TD Ameritrade set out to redefine the relationship between Registered Investment Advisors (RIAs) and their clients, focusing on greater autonomy and personalized service.

To achieve this, they launched the "Human Finance" campaign, which emphasized that finance is not just about numbers but about people and their aspirations.
 

The campaign featured emotive storytelling to highlight stories of financial freedom, personal growth, and strong advisor-client relationships. 
 

The "Human Finance" message was shared through a multi-channel strategy ensuring broad and effective reach. Warm and relatable imagery broke away from the sterile aesthetics typical of financial advertising, making the campaign more impactful and approachable.

By focusing on the human side of finance, the campaign helped TD Ameritrade strengthen its brand loyalty within the RIA community and reinforced its position as a trusted partner in providing personalized, empowering financial services.