Making Digital Feel Human at TD Bank

TD Bank's digital leader on letting customers choose their own path to open an account.



This Flashback Friday episode revisits a 2025 interview recorded at the Financial Brand Forum with Todd Purcell, who was in charge of digital transformation strategy, innovation and partnerships at TD Bank. The industry keeps pushing toward opening an account on a phone in 3 minutes or less with 3 fields. Todd says TD is thinking about it differently: some customers want that, and others may want a 10-minute guided journey with a person ready to help. The goal is to let each customer choose their own path.



TD's stores are known for pens, lollipops and dog biscuits, so Jim asks the obvious question: how does a bank make its digital experience feel that human? Todd is candid that TD hasn't figured it out yet. What he does describe is a connected customer experience built on choice, continuity and consistency across digital, the contact center and stores, and a 3-year strategy that starts with making the basics brilliant. He also points to Netflix and Nordstrom as sources of inspiration for connected, human experiences.



They also get into how TD runs the work. Todd put 1 prioritized roadmap in place, reads a report on customer irritants every morning at 8:30 and looks at friction even when scores beat target, and uses a 2-day design sprint on problems that would typically take 16 weeks. Customers interact with TD about 20 times a month, so Todd sees digital as the brand's largest everyday expression. Jim also shares how a partner's decision can change how a customer feels about their bank.



About Todd Purcell: Todd has spent his career in digital transformation, starting in 1995 at Chemical Bank, which became Chase, where he worked on the early build of what became Internet Chase Online Banking. He joined TD Bank in December 2023.



Hosted by Jim Marous. Subscribe to Banking Transformed for new episodes multiple times each week.