TD Bank Launches "Chosen First Name" Feature to Help Drive Inclusive Banking Experiences
13 Juni 2024 - 3:03PM
Business Wire
TD Bank, America’s Most Convenient Bank®, today announced the
launch of the Chosen First Name feature, offering customers the
option to use a first name that is different from their legal or
given name on their online accounts and cards. TD’s Chosen First
Name feature is made available through Odyssey, TD’s innovative
retail sales and servicing platform. The initiative creates an
inclusive and welcoming experience, empowers customers to be their
authentic selves and is one of the many ways TD Bank is staying
committed to its Unexpectedly Human brand promise store by
store.
TD serves its customers throughout culturally diverse
communities with a human-centric approach to banking. “Chosen First
Name reflects TD’s unwavering commitment to furthering inclusion
for the communities we serve and seamlessly blends advanced
technology with community-driven innovation,” said Stephanie
Eckersley-Ray, Program Delivery Executive, and LGBTQ2+ Business
Executive Lead, TD Bank. “The Chosen First Name initiative allows
us to respect customer preferences and create more personalized
interactions, while embracing inclusivity for culturally diverse
and immigrant communities, as well as the gender-expansive and
transgender community.”
Most recently, TD Bank was recognized as a “Leader in LGBTQ+
Workplace Inclusion” for the 14th consecutive year by the Human
Rights Campaign Foundation, reflecting the bank’s commitment to the
advancement of workplace equity. This initiative demonstrates the
bank's continued commitment to support and drive positive change
for the LGBTQ2+ community, both within TD Bank and externally for
our customers.
As such, it was important to have a diverse and inclusive team
behind the development of the Chosen First Name feature to assess
how TD can best support the communities we serve. “As a proud
member of the transgender community, I understand the barriers
people with chosen first names often face and the painful impact it
can have,” said Jay Beaulieu, Senior Business Manager, Consumer
Distribution Program and Delivery, TD Bank. “Our goal with the
Chosen First Name feature is to provide an accessible option that
allows everyone to use their lived name with ease and convenience.
This is out of respect for the diverse identities we serve. This
enhancement will significantly and positively impact so many lives,
including but not limited to members of the LGBTQ2+ community.”
TD is committed to integrating innovation and creativity into
the brand. This initial launch lays a foundation for TD to enhance
the feature and create more seamless experiences for colleagues and
customers. “Our goal is to deliver innovation through best-in-class
technology to empower our colleagues to deliver legendary customer
experiences. Inclusion is essential to meeting that goal,” said
Ravi Acharya, Consumer Distribution Program and Delivery Executive,
and Multicultural Network Executive Sponsor, TD Bank. “We are
excited to continue building on this initial launch by expanding
this feature to other business lines and channels, and look forward
to seeing the positive impact it will have on colleagues and
customers.”
Retail customers have the ability to update their Chosen First
Name by going to any TD store location in the U.S. and requesting
these changes. Once these updates are made, they will be available
through in-store and online banking. This feature enables customers
to request debit and credit cards that display their Chosen First
Names and make those names visible for colleagues to properly
address them following authentication.
“At TD Bank, we are passionate about providing inclusive and
safe banking experiences for all so our customers and colleagues
feel empowered to be their true and authentic selves,” said Jennie
Platt, Chief Marketing Officer, AMCB, and Chair of LGBTQ2+ Steering
Committee, TD Bank. “We're incredibly proud to launch this Chosen
First Name feature as we strongly believe that our customers should
have the opportunity to use the names that reflect their true
identities. This initiative is a prime example of how we're
doubling down on our long-standing commitment to the LGBTQ2+
community and delivering on our Unexpectedly Human brand
promise.”
About TD Bank, America's Most Convenient Bank®
TD Bank, America's Most Convenient Bank, is one of the 10
largest banks in the U.S. by assets, providing over 10 million
customers with a full range of retail, small business and
commercial banking products and services at more than 1,100
convenient locations throughout the Northeast, Mid-Atlantic, Metro
D.C., the Carolinas and Florida. In addition, TD Auto Finance, a
division of TD Bank, N.A., offers vehicle financing and dealer
commercial services. TD Bank and its subsidiaries also offer
customized private banking and wealth management services through
TD Wealth®. TD Bank is headquartered in Cherry Hill, N.J. To learn
more, visit www.td.com/us. Find TD Bank on Facebook at
www.facebook.com/TDBank and on Instagram at
www.instagram.com/TDBank_US/.
TD Bank is a subsidiary of The Toronto-Dominion Bank, a top 10
North American bank. The Toronto-Dominion Bank trades on the New
York and Toronto stock exchanges under the ticker symbol "TD". To
learn more, visit www.td.com/us.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240613211339/en/
Media Gloria Rivera Corporate Communications Manager, TD
Bank Gloria.Rivera@td.com
Toronto Dominion Bank (NYSE:TD)
Historical Stock Chart
Von Mai 2024 bis Jun 2024
Toronto Dominion Bank (NYSE:TD)
Historical Stock Chart
Von Jun 2023 bis Jun 2024