CASE STUDY

TD Ameritrade – AI-powered financial service transformation. $11M account win.

My Role

Led experience strategy and customer research to reimagine fragmented digital offerings. Built data-driven personas, journey maps, and designed IBM Watson-powered personalization tools including Alvi, an AI chatbot that tailored investment education to individual learning styles.

Opportunity

TD Ameritrade’s digital offerings were fragmented and couldn’t meet evolving customer expectations, particularly for millennial investors. Multiple disconnected digital products with no unified customer experience. The company needed to personalize at scale while building engagement with younger investors who distrusted traditional financial institutions.

Result

Won $11M account and built foundation for customer-centric product development powered by AI.

Created data-driven persona framework (“I think, I am, I do”) that became foundation for personalization across products
Improved learning relevance and engagement while strengthening TD Ameritrade’s content and marketing strategy
Built modular engagement system that was deployable across devices, testable without disrupting existing platforms, and enabled quick customer validation cycles