Our Journey

There's more to us
than just finance

On May 1, 1975, the investing industry changed in a big way. The SEC allowed brokerage firms to set their own commission prices for buying and selling stock. While established Wall Street firms believed that no one would break ranks and lower prices, a handful of mavericks, including our founder Joe Ricketts, did.

TD Ameritrade opened its doors as First Omaha Securities. From day one, we built a business model that put investors' needs first, not our own. And we've aimed to disrupt the industry ever since. This means more than removing the cost barrier. It means making investing accessible, understandable, and valuable. For everyone.

In the nearly 45 years since we began, our company has grown and changed significantly.

But we've never lost sight of the innovative spirit that's at our core.

For the clients, associates, and independent Registered Investment Advisors who choose to work with us, as well as the communities and shareholders we serve, that means we'll keep pushing the limits of what's possible. We'll keep looking for ways to make a meaningful impact in the industry and beyond. We believe in our collective power to transform lives and investing for the better.

TD Ameritrade through the years


The SEC bans the practice of fixed brokerage commissions, and Joe Ricketts and three partners open First Omaha Securities, Inc. in Omaha, Nebraska.


Ameritrade Clearing, Inc. is established, providing correspondent clearing services for broker-dealers and Registered Investment Advisors.


The company is the first to offer automated trades via touch-tone phone.


The company acquires K. Aufhauser & Co, the first credited with offering online trading in 1994, and embarks on yet another way to bring Wall Street to Main Street—the internet.


Ameritrade Holding Corporation goes public, listing under the symbol AMTD.


Ameritrade launches its first national advertising campaign, touting a flat-rate commission offering of $8 per trade.


Ameritrade is the first to offer trading via mobile device, with the SprintPCS® Wireless Web.

Ameritrade introduces the nation to Stuart—a Mohawk-sporting Gen-Xer who begs Mr. P to "light this candle" and is today remembered as a trading icon.


Joe Moglia is hired as Ameritrade's Chief Executive Officer. Founder Joe Ricketts continues to serve the company as Chairman of the Board.

Ameritrade acquires National Discount Brokers Corporation, kicking off a decade of industry consolidation.


Ameritrade merges with Datek Online Holdings to become the largest brokerage firm in average trades per day.


Ameritrade offers the industry's first trade execution guarantee of 10 seconds.


Following the integration of Datek, the company launches a redesigned client website, including features like SnapTicket® and trailing stops—features that are considered must-haves today.

The company launches QuoteScope, a unique, visual approach to viewing market data that helped make technical analysis easier to understand for individual investors.

The company launches Amerivest, a first-of-its-kind online investment advisor that provides portfolio asset allocation recommendations based on a client's financial goals and investment risk tolerance.


Ameritrade acquires TD Waterhouse USA from TD Bank Financial Group and becomes TD Ameritrade. The merger marks the beginning of the company's strategic transition from focusing primarily on trading to focusing on trading and asset gathering.


Joe Ricketts announces his intent to step down as Chairman of the Board. Joe Moglia is named his successor, and Fred Tomczyk is named President and Chief Executive Officer of TD Ameritrade.

TD Ameritrade launches new tools designed to help investors with their long-term investing strategies, including Bond Wizard, WealthRuler and Portfolio Planner.


TD Ameritrade and Omaha's Metropolitan Entertainment and Convention Authority (MECA) announce a 20-year, $20 million naming rights agreement for Omaha's new baseball stadium, to be called TD Ameritrade Park Omaha.

TD Ameritrade acquires thinkorswim Group Inc., which includes the industry's fastest-growing broker, thinkorswim®, and the premium investor education business, Investools. The combination accelerates the company's trading strategy and positions it once again as a leader in innovation.


TD Ameritrade brings complex options, futures, and foreign exchange trading to its clients as a product of its ongoing integration with thinkorswim.

TD Ameritrade hosts the inaugural TD Ameritrade College Home Run Derby. East Tennessee State's Paul Hoilman is crowned the event's first champion.

TD Ameritrade breaks ground on a 12-story office tower and pavilion in Omaha's Old Mill neighborhood, which will anchor its new corporate campus.


TD Ameritrade for the first time signs on as an official sponsor of the United States Olympic Committee and the 2012 U.S. Olympic Team. That sponsorship is renewed to include the 2014 and 2016 U.S. Olympic and Paralympic Teams.

TD Ameritrade unveils Trade Architect®, a web-based streaming platform combining the best trading technology from both TD Ameritrade and thinkorswim, to visually introduce technical and fundamental analysis to intermediate investors.


Client assets reach $500 billion for the first time, following four consecutive years of double-digit net new client asset growth.

Mobile trades reach 10% of the company's daily trading volume. With nearly half of the company's mobile users starting their TD Ameritrade relationships via hand-held devices, the technology has proven it's here to stay.

TD Ameritrade launches TD Ameritrade U, an educational program designed to bring real-world trading experience and technology into the classroom.


For the first time in company history, monthly average client trades per day eclipse 500,000.

TD Ameritrade, through TD Ameritrade U, introduces the annual thinkorswim Challenge, a virtual trading competition for college students nationwide.


TD Ameritrade brings the TD Ameritrade Mobile Trader app to the Apple Watch®, effectively entering the wearable tech category.


Tim Hockey is named President and Chief Executive Officer of TD Ameritrade, after Fred Tomczyk announces his intention to retire at the end of the 2016 fiscal year.


TD Ameritrade acquires Scottrade. The deal adds significant scale and distribution capabilities for the company's investing services and education. The combined company has 11 million clients and $1.1 trillion in assets.

TD Ameritrade launches an AI bot for Facebook Messenger. The technology gives retail investors one more way to access the markets and their investments where they are, when they need support.

TD Ameritrade Network launches with a streaming lineup of programs from our media affiliate, offering real-time market news, insights and education.

TD Ameritrade becomes the first U.S brokerage firm to team with WeChat, providing clients in the U.S. and Hong Kong access to investor education, market updates, and support through the app.


TD Ameritrade offers 24-hour access to U.S. equity markets, a first for investors and the industry.

TD Ameritrade makes trading bitcoin futures contracts available to qualified clients.

TD Ameritrade launches a chatbot that allows clients to check their account and trade directly from Twitter.

TD Ameritrade is the first company to place an ad on the blockchain.

Clients can receive customized market briefings, access their accounts, and trade by voice with an Alexa-enabled device.

Clients can connect with TD Ameritrade through Apple Business Chat for financial market updates, investor education, research, and trading information.


Individual investors gain the ability to instantly fund brokerage accounts through Apple Pay.


TD Ameritrade is acquired by The Charles Schwab Corporation, a historic moment that brings together two leading companies with proud and successful histories of making investing more accessible to all. The combination will create a company with enhanced scale and an even better portfolio of world-class services and solutions, a talented team united by an unwavering commitment to clients, and a shared heritage of innovation.

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Apple Watch is a registered trademark of Apple Inc.

TD Ameritrade, Inc. and all third parties mentioned are separate, unaffiliated companies and are not responsible for each other's services or policies.

The mark of a purposeful company

Much has changed since the Ameritrade 1997 IPO, including our logo. But what's at our core remains the same, including our high standards of excellence and our commitment to putting clients' needs first.

That's why, to this day, investors and traders have access to straightforward pricing, objective research, professional market analysis, powerful trading tools, educational resources for beginners to gurus, personalized guidance, and innovative technology—including chat capabilities for placing trades. And it's all backed by dedicated support to help investors and traders pursue their financial goals.