Fast-growing TD Bank opening another branch
TD Bank has been aggressively expanding in South Florida, opening six branches in less than four months to cater to niche markets such as Canadian snowbirds in south Broward or Haitian-Americans in north Miami-Dade.
The latest is a store at 1626 E. Hallandale Beach Blvd., in Hallandale Beach that will have a grand opening Saturday from 10 a.m. to 2 p.m.
Just like Hollywood, its neighbor to the north, Hallandale Beach has many Canadians who live here part-time or who have established permanent roots by starting businesses or buying homes, said TD Bank regional president Ernie Diaz.
They are perfect customers for TD Bank, which is part of Canada's Toronto Dominion banking group, he said.
To keep TD in Canadians’ minds, the bank has created billboards along Interstate 95 emphasizing how it offers the comforts and convenience of banking at home. One billboard even touts that it’s as easy to bank at TD Bank than to go sunning on South Florida beaches.
South Florida is attractive because as the nation’s eighth most populated area in the country, it offers more than 5.6 million people in a relatively small area, said TD Regional President Ernie Diaz.
“When you look at the density of the population, there is tremendous opportunity,” Diaz said
TD also is going after other groups such as Hispanics and Haitian Americans who have been underserved by banks, Diaz added. In fact, the bank has opened three outlets in Miami-Dade since November — in Miami, Miami Beach and North Miami Beach.
The bank also relocated a branch to 11825 Pembroke Pines Blvd. in Pembroke Pines in November and last month relocated a Palm Beach County branch to 578 East Woolbright Rd. in Boynton Beach.
TD Bank now has 19 stores in Broward and 25 in Palm Beach, spokeswoman Martha Gaston said.
The bank promotes its trademark convenience to attract South Floridians who may have never opened a bank account before. Unlike most other banks, TD is open seven days a week, 361 days a year, only closing for Thanksgiving, Christmas, New Year’s Day and Easter, Gaston said.
The bank also emphasizes friendliness. At the Hallandale Beach’s Saturday grand opening, for example, people are encouraged to bring their dogs. “We’ll give them a free dog biscuit,” Gaston promised.
TD promotes its range of services, from its Penny Arcade, with free coin-counting, to its TD Ameritrade stock brokerage and TD Insurance products. For the wealthy, it also offers private banking through TD Wealth.
TD also has its Right Step Mortgage program that allows moderate-income families to put down lower down payments and to use family gifts or grants from nonprofits, such as local housing authorities, as part of the down payment.
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