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Responsible Banking


Building The Better Bank Material Issues How We Operate Responsible Banking


Economic Value Customer Service Privacy and Data Security Access to Banking Products and Services


Extraordinary Workplace Environmental Leadership Strengthening Communities Reporting


Systematic Savings Tools


Products and Services: Financial Education for Consumers


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Financial literacy is a critical skill for navigating today’s financial world and is therefore a priority for TD. We strive to educate our customers and give them the financial information, resources and support they need to adequately understand our products and services and better manage their personal finances.


Social Media


TD Helps is an online community that encourages both customers and non-customers to ask questions about their finances and receive answers from TD experts, helping them make good financial decisions. Unlike other sites that simply offer FAQs, answers from TD Helps are specific to the questions asked and are provided in a matter of hours. In 2014, we expanded the program to the U.S.


+ View a real example of TD Helps advice


We encourage customers to build their savings through the use of free automated savings plans. There continues to be great uptake of these tools by our customers. By the end of 2014, more than two million TD Canada Trust customers had set up an automated savings plan, helping them save more than $5 billion.


We also have options designed to help customers reach their savings goals faster. For instance, Simply Save helps customers save money every time they use their debit card. In 2014, we also supported the first ever Education Savings Week in Canada through promotions including a strong social media campaign, and our Get Saving website provided videos and support tools that re-enforce financial literacy topics.


The Canada Learning Bond (CLB) is a government grant that encourages customers to save for a child’s future education. In 2014, we facilitated $11.3 million in CLB payments and improved our process to increase uptake of the CLB. In 2015, we will be working with SmartSaver – a non-profit organization that helps eligible low-income families access education funding through government savings plans.


Tools and Resources


Clear Communication


We want customers to properly understand what they are buying or signing up for, so they can make informed banking decisions that are in the best interest of both the consumer and TD.


In 2014, The Pew Charitable Trust assessed the 50 largest U.S. banks on how well their disclosure, overdraft and dispute-resolution practices met policy recommendations. TD placed 7th, achieving a best- practice designation in four of seven categories.


TD has several websites that provide consumers with tools and resources to better understand and manage


financial products. Here are a few examples: n


Advice on Everyday Finances n Spending Smart at School


n


Financial Planning for the Modern Family: (a series of four YouTube videos): Couples with Young Children; The Sandwich Generation; Newly Single, Newly Divorced; New Canadians.


Awareness and Outreach


Every November as part of Financial Literacy Month, we launch an ad campaign throughout our branches to promote financial literacy and draw attention to the tools and resources available.


TD offers hundreds of free seminars each year on topics such as buying a home and making investments. For example, in 2014 we delivered 306 small-business workshops in the U.S., with 5,476 small-business owners gaining knowledge about cash-flow analysis, business planning and more.


See the Community section of this report to learn more about financial education programs in the community.


TD 2014 Corporate Responsibility Report Page 26





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