Lule Demmissie is responsible for the product strategy, development and management of TD Ameritrade’s investment products and financial guidance services, along with the development of the digital experiences that accompany these products and services.
During her tenure at TD Ameritrade, Lule has lead the development and the launch of financial guidance services, tools and products for long-term oriented retail investors. Her commitment to the firm’s Agile/Lean approach to product development has resulted in the launch of many innovative firsts for the firm including the Investment Management Services solution, Essential Portfolios and Selective Portfolios, the retail Goal Planning experience and the long-term investor-focused mobile application—TD Ameritrade Portfolios, to name a few.
Lule is committed to cultivating a culture with diverse perspectives and talents and was the recipient of TD Ameritrade’s 2015 Impact Award for Diversity & Inclusiveness, which recognizes a leader who is paving the way in building, developing and retaining a diverse group of associates — while continuing to foster a culture where all associates feel valued, respected and challenged. She is a regular contributor to various blogs on topics related to goal planning and behavioral insights that can help drive strong financial choices among retail investors.
Prior to working at TD Ameritrade, Lule worked for leading investment firms such as Morgan Stanley, J.P. Morgan, and Merrill Lynch as a product manager, product developer and a financial advisor. She holds a B.A. in Economics from Smith College, an M.B.A from Columbia Business School and several financial industry licenses and designations.
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