Advisory firms looking to maximize their technology and streamline day-to-day operations in their back offices are realizing the benefits of TD Ameritrade Institutional’s1 Veo ® open access initiative, an industry wide-effort to deliver quality technology integrations to advisors. Through TD Ameritrade Institutional’s open application programming interface (“API”), more than 60 third-party technology providers are working to integrate common applications advisors use in their back offices such as customer relationship management (“CRM”), financial planning and portfolio management software with Veo, TD Ameritrade Institutional’s comprehensive technology platform for advisors.
“Advisors have told us they don’t want their custodian to dictate a limited technology menu. They’d rather we focus on helping them get more out of their existing technology investments,” said Tom Nally, president of TD Ameritrade Institutional. “We continue to believe an open approach to technology integration is the right strategy and we are committed to helping advisors run more efficient and profitable practices by allowing them to use the software and tools that meet the unique needs of their firms.”
Since launching the Veo open access initiative just 24 months ago, TD Ameritrade Institutional has built four foundational integrations which now serve as a roadmap for future integrations. These key integrations help simplify and streamline everyday tasks including account opening, managing customer data, trading and accessing important client information on mobile devices. By reaching these milestones, TD Ameritrade Institutional helps speed the rate technology vendors can build quality integrations with the API.
“We call it the ‘Veo Effect’. In essence, one effort to better integrate advisor technology has sparked change across the industry,” said Jon Patullo, managing director of technology product management, TD Ameritrade Institutional. “Advisors are gravitating towards our open approach because it allows for a consistent, quality integration with a vendor of their choice, while preserving the ability to customize the technology in a way that is suitable for their business.”