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Service
Choice
Freedom
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Reward
Advocacy
Velocity
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  Opportunity is growing larger.  
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  Personalized Service We know who drives this company, and while the look of Ameritrade may change, our client-driven focus and high standard for service will always remain the same. It’s not just a claim to fame. It’s an obligation and a commitment. It means we listen and respond. We function to serve the best interests of the independent investor by helping individuals reach their financial goals. Sometimes that means taking the time to adjust our offering based on their needs or providing definitive answers and a reassuring voice. It always means fulfilling the needs of our clients.

Cares about the big guys and the little guys "We’re in the business of providing the best service no matter what the size of your portfolio is, whether you’re an institutional partner, independent investor, trading a hundred shares or 10,000. That’s the attitude—we’re here for clients, end of story."
Carey Douglas
 
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