TD Bank Opens New Fort Pierce Store

New Facility is part of nationwide modernization

TD Bank’s newly relocated Fort Pierce store reflects the company’s nationwide NextGen redesign, featuring new digital signage, and flexible spaces built for advice-based customer conversations. TD BANK

TD Bank last September celebrated the opening of a new location in Fort Pierce as part of a nationwide initiative to modernize its stores — the term the bank uses instead of “branches.”

The new store opened at 1809 S. U.S. Highway 1. Rebecca Shpektor, a communications manager for TD Bank, provided insight into the change in a recent Q&A with Treasure Coast Business Magazine.

The store relocated. Where did it relocate from?

The store relocated from across the street on Ohio Avenue.

Why are they now called stores instead of branches?

We have always referred to them as stores. It’s one way we demonstrate that we are open, welcoming and here to serve our communities.

Is this part of the NextGen Store program that began in 2023 to modernize the bank’s stores?

Yes. We’re redesigning our stores to better meet customers’ needs for more private spaces to discuss their financial plans with us. We’re also implementing more consistent branding.

Does the new store have TD Wealth Financial Advisor offices?

While this location does not have dedicated space for financial advisors, we do have space to facilitate private conversations with customers. The Port St. Lucie North and St. Lucie West stores have dedicated offices and private meeting spaces for financial advisors.

In the new store, traditional teller lines are replaced with “lobby stations” where customers are greeted by employees with tablets to assist with simple requests and transactions. 

Tell us about this change.

The store is designed with advice-based conversations in mind and features a flexible layout and sit-stand workstations. This allows colleagues to quickly adapt the physical space to enable different types of conversations and respond to expected customer traffic on a given day.

Your signage appears different. Tell us about that.

We’ve upgraded our digital signage technology inside and outside stores to inform customers about products and services that reflect the needs of the specific community, whether personal or small-business banking. Additionally, we’ve launched new menu boards to welcome customers into our stores and celebrate the community. This includes replacing most analog posters and kiosks.

Does the new store have any local artwork or murals?

We do not have a commissioned piece of artwork, but in all of our store locations we seek out murals that represent the local community.

Anything else interesting about the new store?

With the addition of new digital signage, stores now have the ability to display messages celebrating customer milestones such as birthdays and anniversaries. We’ve also put tablets in the hands of our employees to give them the ability to send on-the-spot text messages to customers, complete digital financial assessments in real time and respond to online appointment requests. And thanks to our newly implemented servicing platform, customers can complete applications by scanning a QR code before meeting with a banker.