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JERSEY CITY, N.J.--([ BUSINESS WIRE ])--Advisory firms looking to maximize their technology and streamline day-to-day operations in their back offices are realizing the benefits of [ TD Ameritrade Institutionalas¹ ] Veo open access initiative, an industry wide-effort to deliver quality technology integrations to advisors. Through TD Ameritrade Institutionalas open application programming interface (aAPIa), more than 60 third-party technology providers are working to integrate common applications advisors use in their back offices such as customer relationship management (aCRMa), financial planning and portfolio management software with [ Veo ], TD Ameritrade Institutionalas comprehensive technology platform for advisors.

"The Veo open access effort not only provides vendors with a platform to integrate technologies, it also provides a sense of collaboration among vendors"

aAdvisors have told us they donat want their custodian to dictate a limited technology menu. Theyad rather we focus on helping them get more out of their existing technology investments,a said [ Tom Nally, president of TD Ameritrade Institutional ]. aWe 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.a

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.

aWe call it the aVeo Effecta. In essence, one effort to better integrate advisor technology has sparked change across the industry,a said Jon Patullo, managing director of technology product management, TD Ameritrade Institutional. aAdvisors 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.a

Advisors Realize Benefits of Veo Open Access Foundational Integrations

Simplified Account Opening for Advisors
Through the Veo open access API, TD Ameritrade Institutional enables advisor technology providers to integrate electronic signatures directly into their existing workflows. [ Orion Advisor Services ], which provides back office technology support for advisors, has built a custom integration with Veo. By accessing the Veo API, Orion has integrated its eProfile new account tool with TD Ameritrade Institutional and DocuSign to automate the new account opening process for advisors. Through this powerful combination, advisors can simplify the document sending and signing process, reduce contract cycle time from days to minutes, trim costs and improve client service.

aThe Veo open access effort not only provides vendors with a platform to integrate technologies, it also provides a sense of collaboration among vendors,a said Eric Clarke, Orion Advisor Services, LLC. aTD Ameritrade Institutional has continued to demonstrate a commitment to bringing the industry together for the benefit of advisors and their clients.a

Mobile Integration Allows Advisors to Work from Any Device, Any Where.
The launch of mobile technology is key to achieving TD Ameritrade Institutionalas vision for the future advisor workstation a" an open architecture technology platform that will allow advisors to work anytime, anywhere and with the technology providers they choose. Through the open API, advisors that custody assets with TD Ameritrade Institutional can access account information on the go from smartphone devices and the iPad. Advisors can trade mutual funds, ETFs and equities with the Veo Mobile app for iPad. Streaming CNBC news, real-time quotes, stock-watch lists and research are also available.

Advisors who custody assets with TD Ameritrade Institutional can download [ Veo Mobile for iPad ] free from the App Store or via iTunesa".

CRM Integrations Create Efficiencies and Help Advisors Manage Important Client Data
The foundational integration built with CRM systems such as Salesforce, Ebix and Redtail, gives advisors access to automated workflows designed to streamline everyday tasks including new account opening, client onboarding and data management functions. Account and client data now flows seamlessly between Veo and CRM systems, which saves advisors time and gives them a comprehensive view of their client relationships.

aSince we have upgraded our customer relationship management platform to the Salesforce cloud-based solution, we are positioned to take advantage of industry-leading technology available through the Veo open access initiative,a said Christopher Weill, vice president of operations and information technology for Mercer Advisors. aOur strategic relationship with TD Ameritrade Institutional and their technology vision has resulted in a stronger Mercer Advisors poised to grow into one of the leading RIA's in our industry.a

Trading Integration Enables Rebalancing Efficiencies for Advisors
Enhancements to TD Ameritrade Institutionalas [ iRebal ]² rebalancing software improve the accuracy and efficiency of the portfolio rebalancing process. Advisors looking to take immediate action on portfolio rebalancing, cash management or tactical trading decisions in client portfolios can now enter orders directly from iRebal to Veo. TD Ameritrade Institutional eliminates inefficiencies typically associated with rebalancing software by leveraging the trading API to process trade orders straight through to the custodial platform. Processing trades within the rebalancing tool saves advisors time and helps minimizes risk of errors that occur when translating trade data between multiple disconnected platforms.

aMaking these integrations a reality for RIAs, in a matter of months, has had a profound impact and has changed the course of advisor technology and how it will be developed and adapted in the future,a said Christopher Valleley, director of technology solutions at TD Ameritrade Institutional. aThese four integrations provide advisors the freedom to step away from their back office burdens and shift their day-to-day focus to attracting and retaining clients.a

Advisors interested in learning more about the latest technology advancements can contact TDAmeritrade Institutional at (800) 934-6124 or email [ institutionalsales@tdameritrade.com ].

[ Orion Advisor Services, LLC ], Mercer Advisors, DocuSign, Salesforce, Ebix, and Redtail are separate from and not affiliated with TD Ameritrade, which is not responsible for their services, policies, or content.

Advisors have not received remuneration for participation in providing these testimonials. Advisor testimonials may not represent the experience of all advisors using TD Ameritrade brokerage services. The advisors mentioned are not affiliated with TD Ameritrade Institutional. More information about the advisors is available on the SEC website ([ www.sec.gov ]).

About TD Ameritrade Institutional
TD Ameritrade Institutional¹ is a leading provider of comprehensive brokerage and custody services to over 4,000 fee-based, independent registered investment advisors and their clients. Our advanced technology platform, coupled with personal support from our dedicated service teams, allows investment advisors to run their practices more efficiently and effectively while optimizing time with clients.

About TD Ameritrade Holding Corporation
Millions of investors and independent registered investment advisors (RIAs) have turned to TD Ameritradeas (NYSE: AMTD) [ technology ], [ people ] and [ education ] to help make investing and trading easier to understand and do. Online or over the phone. In a branch or with an independent RIA. First-timer or sophisticated trader. Our clients want to take control, and we help them decide how - bringing Wall Street to Main Street for more than 36 years. An [ official sponsor of the 2012 U.S. Olympic Team ], TD Ameritrade has time and again been [ recognized as a leader ] in investment services. Please visit TD Ameritradeas [ newsroom ] or [ www.amtd.com ] for more information.

Brokerage services provided by TDAmeritrade, Inc., member FINRA ([ www.FINRA.org ]) /SIPC ([ www.SIPC.org ]) /NFA ([ www.nfa.futures.org) ]

¹TD Ameritrade Institutional is a division of TD Ameritrade, Inc., a brokerage subsidiary of TD Ameritrade Holding Corporation.

²iRebal products and services are property of ThinkTech, Inc., an affiliate of TD Ameritrade, Inc. iRebal and TD Ameritrade do not provide tax advice.

Access to the Veo platformas open access capabilities is provided as a service to financial advisors using the brokerage, execution and custody services of TD Ameritrade Institutional. TD Ameritrade is not responsible for information, opinions or services provided by a third party. In no instance should the listing of a third party be construed as a recommendation or endorsement by TD Ameritrade.

Apple, the Apple logo, iPad and iTunes are trademarks of Apple, Inc., registered in the U.S. and other countries. App Store is a service mark of Apple, Inc. Apple, Inc. is an independent company, unaffiliated with TD Ameritrade Holding Corporation.

CNBC is separate from and not affiliated with TD Ameritrade, which is not responsible for their policies, services, or content.