Receiving financial advice in tandem with cultural understanding

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For Obed Boateng, Greater Ontario regional manager of Black customer experience at TD, providing financial advice isn’t as cookie-cutter as some might assume. 

“Canadians in Black communities, like everyone across the country, want trusted financial advice, but the advice each of us needs is unique to our own financial situation, goals, lived experiences and the communities we are a part of,” he says. “Knowing that the advice you’re receiving is being shared by someone you trust, and who is cognizant of your cultural background leads to greater confidence in the institution you’re putting your trust in.” 

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The principle is simple: what might work for one person may not for another, and unique insight, especially when it comes to Canadians’ finances, is invaluable. As Boateng explains, in addition to the financial goals, habits and preferences that are unique to Black Canadians, the diverse communities they belong to have a significant impact on their financial needs – something that TD specialists understand. 

Whether you’re looking to build a better investment strategy to encourage generational wealth, or if your goal is to create a plan that will help launch a business, getting the financial advice from someone you trust is essential.  

In practice, this tailored approach is personified by TD’s Black Customer Experience Team, a group dedicated to supporting the banking needs of Black communities in Canada. Whether through the Black Entrepreneur Credit Access Program, an initiative designed to help address the unique financial challenges that Black Canadians face, or through advice on building wealth, mortgage solutions and more, TD regional managers, including Boateng, are deeply embedded in the communities they serve. 

Launched in 2021, the Black Customer Experience Strategy was created to help strengthen the financial services and support that TD provides to Black communities across Canada. Rooted in research and designed with an informed approach, this program is in its third year and has been assisting Canadians to obtain financial knowledge and expertise that makes a difference to their personal and business financial success.  

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“It’s rewarding to connect with a customer, whether they’re brand new to Canada, starting their business or looking to grow their wealth, and see that the trust you’ve established with them can lead to some amazing outcomes in their financial health,” says Boateng. 

For specialists like Boateng, who are able to uniquely speak to the experiences that Black customers have when banking, this understanding allows them to share insights with customers that are capable of making a meaningful difference when it comes to the level of comfort and confidence that they have when they bank with TD. 

To help encourage financial prosperity, TD prioritizes providing younger generations with resources to build financial acumen. For younger Black Canadians, benefitting from the insight of generations past is a key component to realizing financial success – something TD considers in serving the communities in which it operates.  

Along with other team members on the Black Customer Experience Team, Obed Boateng has been trained to provide elevated financial advice and tailored customer experiences for Black Canadians – something he takes great pride in. 

“For me, offering financial advice that makes a positive difference in the lives of Black Canadians is what the TD Black Customer Experience Strategy is all about,” says Boateng. “With your financial goals in mind, we connect you to the advice and community programs that can help you.” 

Follow this link for more information on TD’s Black Customer Experience Strategy. 

This story was provided by TD Bank Group for commercial purposes. 

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