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TD Ameritrade debuts mobile trading platform in response to client demand

Consumers can touch the iPad screen to trade stock and complex options. The TD Ameritrade Mobile application is available in Apple’s App Store.

“We have found that adopters of our mobile technology tend to me more engaged customers,” said Nicole Sherrod, managing director of Trader Group at TD Ameritrade, Omaha, NE. “They are more plugged into the markets and taking control of their finances. 

“Our strategy has always been to create device specific applications for the most widely utilized mobile devices,” she said. “Apple indicated last quarter that they sold 7.3 million units. 

“Further that, we have had very high demand from TD Ameritrade clients.”

Ameritrade combines trading technology, investment services, investor education and client service to create a financial services experience.

TD clients can scan multi-touch charts, create and modify complex orders, watch live streaming news and get real-time quotes.

Additionally, consumers can track and modify orders and alerts, manage positions and view risk and performance metrics.

The application also includes a streaming audio with a ShadowTrader feature.

“Users of the iPad will tell you that this device is different from any other because it is central to the user’s life,” Ms. Sherrod said. “We felt it was important to deliver a best of breed application for our clients which would ensure that their personal finances were also central to their lives.”

Clients can scan multi-touch charts

Consumers can create an alert

All about the clients
TD clients can browse more than 180 chart studies.

In addition, consumers can test strategies with the paperMoney feature via the application.

“When clients are away from their desktops, they can always access their accounts from a Web-enabled smartphone,” Ms. Sherrod said. “The app presents market new, research, and information in the best possible manner to help led clarity to the markets. 

“We believe that these apps will help clients make smarter decisions about the market,” she said. “We’re getting the word out about the app through an integrated campaign that includes a two-day media tour, marketing, client communications – direct mail and email – print and a TV commercial.”

Final Take
Here is a demo of the TD Ameritrade iPad app