Financial Services Insights

FOR MORE INFORMATION, PLEASE CONTACT NICOLE PALMER AT [email protected] TD Bank’s Bank Human Campaign Garnered Consumers’ SPOTLIGHT Attention in Phoenix’s Latest Retail Banking Study

The RB study provides an ongoing, continuous study among retail banking consumers Click Here To Learn to provide major retail banking providers with benchmarking, tracking, and analysis of More About Our Syndicated Studies November 2014 customer behaviors and attitudes to support advertising and brand optimization.

• Global Wealth Monitor • Active Traders • Financial Advisors • Diversified Insurance and Investment Providers (DIIP) “Late Arrival” “Like Magic” “Maintenance Guy” “Living Room • Retail Banking Band” • Investment Services “Like Magic” was “Living Room “Late Arrival” was “Maintenance Guy” on par with the Band” also saw the first ranked ad in also saw significant average with a significant recall, September thanks to recall and managed Charles Schwab’s score of 126 (vs putting it on par for “Why: 30” Was The exceptional recall, to break through 123). 51% of In-Market Best Performing Ad in as 48% of the creative clutter, consumers had Performance. It Our Latest IS Study consumers reported though it was on previously seen was found to have previously seeing the par for Creative the ad, and notable spot. It also ranked AdPi. The ad was respondents found Breakthrough, third creatively and directionally above it to have though it was was significantly average for In- significant average creatively. above the norm for Market Breakthrough. Persuasion. Performance. Source: October Retail Banking Study By Daniel Rivera

Active Traders Have Multiple Trading Accounts Up from second place last Many active traders continue to have more than one trading account; most month, Charles Schwab’s cross accounts with Charles Schwab, Fidelity, E*Trade, TD Ameritrade, ING “Why: 30” ranked first among TV ads in our Direct, Scottrade, and Merrill Edge. October Investment Services study. The ad 45 39.1 was able to connect on 26 40 of 27 consumer connection 35 30.6 metrics, and it was in the 30 first place spot for Creative

AdPi. Almost half (47%) of 25 20 17.5 respondents had previously seen the ad, and it was 15 able to lift investors’ Brand 10 6.8 % of Traders % of Impression and Purchase 5 1.4 1.5 0.7 0.5 0.4 0.2 0.3 0.4 0.4 0.2 0.1 Consideration. 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Source: October Investment # of Accounts Services Study

Source: 3Q14 Active Trader Study By Marc Grozalsky By Cait Robbins

FOR MORE INFORMATION, PLEASE CONTACT NICOLE PALMER AT [email protected] RBC Royal Bank Topped The Big Five With Highest Share of Advocate SPOTLIGHT Customers

Click Here To Learn Customers: At Risk Customers: Passive Customers: Loyal Customers: Advocate More About Our 100% Syndicated Studies November 2014 90% • Global Wealth Monitor 80% • Active Traders 70% • Financial Advisors 60% • Diversified Insurance and 50% Investment Providers (DIIP) 40% • Retail Banking

30% • Investment Services

20% Fidelity Customers 10% Most Likely to 0% Recommend BMO Bank of CIBC RBC Royal Scotiabank TD Canada Net Promoter Score is the % of Montreal Bank Trust Promoters (9 to 10) - % of Detractors (0 to 6)

BrandPi® is based on a fixed segmentation of brand customers and prospects. 25 22 20 Fidelity “Advocate” customers are classified as current accountholders who gave the 15 MetLife company a consideration rating of 6 or higher and recommended the company on a 10 1st unaided basis. 5 6 3 2 0 Prudential -5 John Hancock Source: 3Q14 Canadian Retail Banking Study By Daniel Rivera -10 -15 Franklin Templeton -20 -21 What Matters Most to Financial Advisors? -25 #1 Rank Importance: nd “Is a strong and stable company” Our 2 Quarter DIIP Study exposed that Fidelity Norm 5.63 customers are most likely Fidelity 5.80 to recommend the firm to a friend or colleague; the Prudential 5.70 brand’s customer base John Hancock 5.64 boasted a net promoter score of 22. MetLife, Franklin Templeton 5.64 Prudential, and John

MetLife 5.40 Hancock saw similar scores at 6, 3, and 2, 1 2 3 4 5 6 7 respectively, while Franklin In line with results from previous quarters, financial advisors revealed that they are Templeton’s high percent most concerned with a company that is strong and stable, is a company [their] of detractors led to a score clients can trust, and is a company that conducts business with the highest ethical of -21. standards. They are least concerned that a company is socially responsible, offers a Source: 2Q14 DIIP Study; *3Q14 wide range of products, and acts as an essential partner to running [their] business. Currently In Field Source: 2Q14 Financial Advisor Study; *3Q14 Currently In Field By Carl Uttaro By Cait Robbins