August 1, 2025 (Toronto, Ontario) — In the world of investing, ETFs (Exchange Traded Funds) represent a growing category dominated by functional proof-point messaging, with little differentiation. Yet they provide incredible value — offering the chance to invest in a diverse mix of assets in a one-stop solution with low fees and the potential for strong returns — making them a perfect entry point to investing.

TD saw this as an opportunity to stand out in the market through an insight-driven approach that connects with young investors. The challenge: overcoming the perception among Gen Z that traditional paths to wealth are available to older generations but not to them. They feel as if they have missed the boat — which leaves them financially stressed and overwhelmed.

Enter "Don't Get Left Behind," a fresh creative platform developed in partnership with integrated marketing agency Diamond, designed to educate Gen Z on the appeal of TD ETFs as the perfect entry point to investing — a shortcut to an expertly picked, diversified portfolio that offers a simple, reliable way to grow their money.

The campaign launches with an integrated suite of assets across digital, social, and OOH, alongside influencer-led TikTok content that taps into the power of community engagement. As a precursor to the launch, TD and Diamond executed a stunt in August offering free, ETF-wrapped water taxi rides for anyone who missed the ferry and was left behind.

"When TD approached us with their brief, we were excited to tackle the challenge of engaging Gen Z in a conversation around wealth and investing, and find a way to marry two unique messages into one simple value proposition," said Lori Davison, Chief Strategy Officer, Diamond. "The reality is that young investors face both choice overload and a feeling of missing the boat. Don't Get Left Behind reinforces that there is a simple, reliable option available to them with clear, concise messaging delivered where they seek information."

To learn more about TD ETFs, visit td.com.