TD Bank on Thursday said it launched the “Chosen First Name” feature, offering customers the option to use a first name that is different from their legal or given name on their online accounts and cards.
The Cherry Hill-based firm’s Chosen First Name feature is made available through Odyssey, TD’s innovative retail sales and servicing platform.
The initiative creates an inclusive and welcoming experience, empowers customers to be their authentic selves and is one of the many ways TD Bank is staying committed to its “Unexpectedly Human” brand promise store by store.
TD serves its customers throughout culturally diverse communities with a human-centric approach to banking.
“Chosen First Name reflects TD’s unwavering commitment to furthering inclusion for the communities we serve and seamlessly blends advanced technology with community-driven innovation,” Stephanie Eckersley-Ray, program delivery executive, and LGBTQ2+ business executive lead, TD Bank, said. “The Chosen First Name initiative allows us to respect customer preferences and create more personalized interactions, while embracing inclusivity for culturally diverse and immigrant communities, as well as the gender-expansive and transgender community.”
Most recently, TD Bank was recognized as a “Leader in LGBTQ+ Workplace Inclusion” for the 14th consecutive year by the Human Rights Campaign Foundation, reflecting the bank’s commitment to the advancement of workplace equity.
“Our goal with the Chosen First Name feature is to provide an accessible option that allows everyone to use their lived name with ease and convenience. This is out of respect for the diverse identities we serve. This enhancement will significantly and positively impact so many lives, including, but not limited, to members of the LGBTQ2+ community,” Jay Beaulieu, senior business manager, consumer distribution program and delivery, TD Bank, said.
Retail customers have the ability to update their Chosen First Name by going to any TD store location in the U.S. and requesting these changes. Once these updates are made, they will be available through in-store and online banking. This feature enables customers to request debit and credit cards that display their Chosen First Names and make those names visible for colleagues to properly address them following authentication.
