Media Appearances THE HARDER YOU WORK, THE LUCKIER YOU GET

Fox & Friends Joe Ricketts Media Appearance

A number of people have asked me about my media appearances supporting my book, The Harder You Work, The Luckier You Get.  I thought it might be convenient to post everything in one place here.

TV:

CBS SUNDAY MORNING
Joe Ricketts on free enterprise, the engine that drives America
November 3, 2019
https://www.cbsnews.com/news/joe-ricketts-on-free-enterprise-the-engine-that-drives-america/

FNC/FOX & FRIENDS
TD Ameritrade founder Joe Ricketts shares his American success story
November 4, 2019
https://video.foxnews.com/v/6100312231001

FOX BUSINESS – COAST TO COAST with NEIL CAVUTO
Socialism ‘brings misery and poverty’: TD Ameritrade founder Joe Ricketts
November 4, 2019
https://video.foxbusiness.com/v/6100409700001/

BLOOMBERG TV – BLOOMBERG SURVEILLANCE with TOM KEENE
November 5, 2019
https://youtu.be/DOmgn6GMkLA

FOX BUSINESS –MORNINGS with MARIA, MARIA BARTIROMO
Parents should teach kids to value hard work, success: TD Ameritrade founder
November 6, 2019
https://video.foxbusiness.com/v/6101006383001/

C-SPAN – AFTER WORDS
After Words with Joe Ricketts
November 13, 2019
https://www.c-span.org/video/?466193-1/after-words-joe-ricketts

Radio and Podcasts:

FOX NEWS RADIO – KILMEADE and FRIENDS
November 4, 2019
https://dailybuzz.mediamaxonline.com/dailybuzz/play/broadcast/1940755.mp4

SIRIUS XM – DAVID WEBB
November 4, 2019
(link currently unavailable)

BLOOMBERG RADIO – BLOOMBERG SURVEILLANCE
November 5, 2019
https://www.bloomberg.com/news/audio/2019-11-05/surveillance-we-re-de-risking-topcuoglu-says-podcast

THE LARRY ELDER SHOW
November 5, 2019
https://dailybuzz.mediamaxonline.com/dailybuzz/play/broadcast/1941541.mp4

THE DENNIS PRAGER SHOW
November 12, 2019
https://dailybuzz.mediamaxonline.com/dailybuzz/play/broadcast/1946523.mp4

THE ERIC METAXAS RADIO SHOW
November 14, 2019
https://www.metaxastalk.com/podcast/thursday-november-14-2019/

BLOOMBERG RADIO – MASTERS IN BUSINESS with BARRY RITHOLTZ
December 1, 2019
https://ritholtz.com/2019/12/transcript-joe-ricketts/

Print:

KIRKUS
THE HARDER YOU WORK, THE LUCKIER YOU GET: KIRKUS REVIEW
October 1, 2019
https://www.kirkusreviews.com/book-reviews/joe-ricketts/the-harder-you-work-the-luckier-you-get/

Booklist:

The Harder You Work, the Luckier You Get: An Entrepreneur’s Memoir – Review
By Caren Nichter
November 2019
https://drive.google.com/file/d/1k9wgYIE4QXCyl3fgIkp2QCI-KifOmNjc/view

FINANCIAL HISTORY: MUSEUM OF FINANCE
An Entrepreneur’s Beginning: The Value of Free Enterprise
By Joe Ricketts
November 2019
http://fhmagazine.org/financial-history-issue-131-fall-2019/0125530001573747744/p16

WALL STREET JOURNAL
In Praise of Today’s Entrepreneurs
By Joe Ricketts
November 4, 2019
https://drive.google.com/open?id=1sLDmgRaG8bwoKAJUSb_KHbbPV8gnsgjk

WALL STREET JOURNAL
Who Read What: Joe Ricketts read ‘Sam Houston and the Alamo Avengers’ by Brian Kilmeade
By Joe Ricketts
December 15, 2019
https://graphics.wsj.com/image-grid/WhoReadWhat2019/8455/joe-ricketts-read-sam-houston-and-the-alamo-avengers-by-brian-kilmeade

WALL STREET JOURNAL
Who Read What: Joe Ricketts read ‘Sam Houston and the Alamo Avengers’ by Brian Kilmeade
By Joe Ricketts
December 15, 2019
https://graphics.wsj.com/image-grid/WhoReadWhat2019/8455/joe-ricketts-read-sam-houston-and-the-alamo-avengers-by-brian-kilmeade

Online:

CBS SUNDAY MORNING
Joe Ricketts on free enterprise, the engine that drives America
By Joe Ricketts November 3, 2019
https://www.cbsnews.com/news/joe-ricketts-on-free-enterprise-the-engine-that-drives-america/

BUSINESS INSIDER
I’m the founder of Ameritrade, but my first ever job was as a janitor. Here’s how a life of work prepared me to launch a major online brokerage company
By Joe Ricketts
November 5, 2019
https://www.businessinsider.com/joe-ricketts-book-first-job-janitor-founded-ameritrade-2019-11

BLOOMBERG
The Man Who Brought Tech and Humor to the Brokerage Business
By Barry Ritholz
December 2, 2019
https://www.bloomberg.com/opinion/articles/2019-12-02/the-man-you-brought-tech-and-humor-to-the-brokerage-business

Thank You Ben for That Nice Book Review!

I’ve been quite pleased by the response to The Harder You Work, The Luckier You Get.  It’s been nice to see the Wall Street Journal recommend it on its What to Give:  Books on Business list and now to read Ben Weingarten’s review in the Federalist: Entrepreneur Joe Ricketts Tells A Quintessentially American Success Story.  It took me a few years to get the book written but now that it’s done and people are reading it, I’m happy I spent the time on it.

The Art of the China Trade Deal

Image of President Trump and China's President

President Donald Trump has, like no president before him, stood up for the American people against Communist China.

He has called out the Chinese regime for lying, cheating and stealing its way into challenging our power, while American workers lost their jobs and opioids flooded our towns.

More importantly than calling out China, he has taken action. The president has hit the regime where it hurts by imposing tariffs that have crippled the economy that helps keep General Secretary Xi and his cronies in power.

The purpose of Trump’s tough talk and tariffs is to force China into making a trade deal that will even the playing field.

Right now, it is a totally one-sided relationship. China steals hundreds of billions of dollars in intellectual property every year, and its trade practices are unfair and anti-competitive.

This is not even to mention things we don’t often think about like the untold millions if not billions China robs of American businesses by allowing its people to sell knockoff goods.

The status quo takes food off of your table; it makes it harder to send your kids to college; and it funds the Chinese Communist Party’s pursuit of world dominance, threatening your freedom.

So the president has said enough is enough.

But getting to a deal has been challenging.

One of the major sticking points is “enforceability.” How can we be sure that the Chinese will hold up their end of the bargain? After all, time and time again in the past they’ve played Americans for fools. They’ve been proven right.

But there’s still another problem that doesn’t get enough attention.

Let’s say tomorrow China agrees to every U.S. demand in a deal. They tell us they are deathly serious about honoring it. They even take immediate actions that might cost them a lot of money to show us that this time is different—that they mean what they say.

What if I told you that they were still holding most if not all of the cards.

How could this be?

China’s laws make it so.

Did you know that China’s State Security Law, passed in 2015, says that every citizen, company and organization has “the responsibility and obligation to maintain state security?”

Therefore, under China’s National Intelligence Law, all organizations and individuals are obligated to “support, provide assistance, and cooperate in national intelligence work.”

The same goes for “counter-espionage work.”

Then, what if I told you that according to some experts, China’s new cryptography law could require all encryption to be turned over to the state, with it potentially allowing the state to access all the data that was encrypted (which it can then share with state-run businesses)—again on “state security” grounds?

Let’s stop right here. The Chinese Communist Party defines “state security,” and determines what qualifies as legitimate “national intelligence” and “counter-espionage” work.

Do you think their definitions are the same as yours and mine?

It’s pretty clear that under Chinese law, anyone doing business on the mainland and even off of it with Chinese entities could be a sitting duck.

Also, consider that China requires that Communist Party cells sit in its own companies, including those that have joint ventures with American companies.

And remember, this is a country without the rule of law or private property rights. Heck, it has been holding its own people—one to two million Uighur Muslims in Xinjiang province—in modern-day gulags.

The truth is that the law is only what the Communist Party says it is.

And since the Party does what is best for the Party, the law serves the Party’s ends.

Too, when it comes to trade, China’s decisions aren’t driven by what is best for the Chinese people to pursue a better life, but what is best for the Communist Party to survive, and grow more powerful.

It would be foolish to think the Communist Party wants to engage in free and fair trade with the U.S. any more than it does for Hong Kong to retain its independence.

One can easily see a scenario where China claims it is fully complying with the deal while doing all sorts of things that totally violate it—with the excuse that it was “just following the law.”

We’ve gotten ripped off for far too long. President Trump has stood up and done something about it. It would be wonderful if we could agree to a trade deal that the Communist Party would keep. But we must remember who we are dealing with.

To succeed, the president will truly need the “Art of the Deal.”

Schwab merger agreement includes language sought by Joe Ricketts intended to protect Omaha jobs

Image og TD Ameritrade headquarters

I don’t normally post news articles here, but I feel so strongly about this topic. Jobs matter. One of the great satisfactions of my career is creating them. And I was proud to stand up for Omaha jobs when we merged TD Ameritrade with another organization.

By Henry J. Cordes / World-Herald staff writer
Nov 30, 2019
Omaha World-Herald Article

I don’t normally post news articles on my blog but this one was important to me so I wanted to highlight it here:

Charles Schwab and TD Ameritrade were set to publicly roll out a blockbuster brokerage merger that would shake up the investment industry, send both companies’ stocks soaring and fan deep fears of job loss in TD Ameritrade’s home city of Omaha.

Then just hours before the planned announcement, timed to hit just before markets opened Thursday, Nov. 21, Schwab officials noticed something concerning: The sale of TD Ameritrade had not been signed off on by the firm’s biggest individual shareholder, company founder Joe Ricketts.

The announcement was suddenly off. And when Schwab reached out to Ricketts later that morning, his representatives communicated a condition Ricketts wanted if he was going to sign off on voting his shares for the merger. The deal would have to include language offering some protection for TD Ameritrade jobs in Omaha.

In the end, Ricketts reportedly was satisfied with what he got — a signed agreement intended to provide a measure of security for TD Ameritrade’s Omaha workers.

Joe Ricketts initially delayed the TD Ameritrade-Schwab merger until an agreement on some protection for TD Ameritrade jobs in Omaha. “Omaha has been, and we hope may continue to be, an important employment center for our company,” said spokesperson Kim Hillyer. REBECCA S. GRATZ/THE WORLD-HERALD

On its face, the wording in the agreement Schwab filed with federal regulators last week provides no guarantee that all — or even any — of the 2,300 TD Ameritrade jobs will remain in Omaha for the long term. The language gives Schwab much leeway to reduce the acquired firm’s workforce in the city, and the agreement sunsets after two years.

But an expert on mergers law says the words could still pack both legal and practical punch. And a person close to the transaction says Ricketts was satisfied the agreement will accomplish his goal: requiring Schwab to be deliberate in the coming years as it considers how to integrate TD Ameritrade’s Omaha operations into its own.

“It’s not a rock solid ‘no one can get fired,’ but it’s a commitment by Schwab to be reasonable and thoughtful in how they approach this, and the fact Schwab agreed means they are taking it seriously,” said the source, who had knowledge of the agreement and spoke on condition of anonymity. “It’s a merger. Changes are going to happen. But they’re going to happen in a thoughtful way.”

A spokesperson for Schwab declined Friday to comment or answer questions about the agreement or how it came about. Joe Ricketts through a spokesman also declined to comment.

However, Nebraska Gov. Pete Ricketts, his son, said the agreement “reflects a commitment to maintain a level of jobs in Nebraska” and “gives us the opportunity to make the case to Schwab to grow here in the future.”

Pete Ricketts, a former TD Ameritrade executive who as governor is the state’s de facto chief economic development officer, said he has since Monday spoken to Schwab chairman and founder Charles “Chuck” Schwab and company CEO Walter Bettinger.

“I will continue to make the case in the coming months,” Ricketts said.

The jobs agreement, signed by Bettinger, Joe Ricketts and his wife, Marlene, was part of a pile of merger-related legal documents Schwab filed with the U.S. Securities and Exchange Commission Wednesday. Here is how the relevant language reads (“Parent” being Schwab and “Company” being TD Ameritrade):

Post-Closing Integration. Parent commits in good faith to seek to maintain, from the Closing Date through the second anniversary of the Closing Date, a level of employment in Nebraska comparable to the Company’s level of employment in Nebraska at the Closing Date, taking into account voluntary attrition and transaction-related integration plans.

Irina Fox, a mergers and acquisitions expert with Creighton University’s law school, agreed that the latter part of that wording does give Schwab much freedom to reduce Omaha employment. But she said no one should overlook the significance of Schwab’s commitment to “in good faith” seek to maintain Omaha employment — words that also carry significant legal meaning.

“That does put a little restriction on their discretion,” she said. “If they were to fire a significant percentage of the Omaha employees, they would need to do quite a bit to justify that decision. There is a good faith clause there where they promise not to do it arbitrarily. I think this clause has some teeth.”

Legalities aside, it’s probably not a bad thing for Omaha’s future job prospects that Schwab’s leadership made a promise to TD Ameritrade’s founder. All things being equal, it’s certainly not unheard of for boardroom politics to play a role as companies make decisions on where jobs will be located.

And that may be particularly noteworthy in this case, in which the two company founders have a long shared history.

By 1999, Joe Ricketts was a billionaire — something Ricketts credits in part to TD Ameritrade’s back office trading center, operated so efficiently and cost-effectively, no competitor could afford to offer online trades for less. “It had always been a point of pride with me that this business I had built was helping bring prosperity to some of my neighbors,” Ricketts wrote in his recent book.
KILEY CRUSE/THE WORLD-HERALD

As it happens, within a single month this fall, both Chuck Schwab and Joe Ricketts came out with autobiographies telling their own life stories. And in back jacket quotes, each man actually offered praise for the other.

Schwab lauded the guts, tenacity and creativity of his Omaha-based competitor. Ricketts described Schwab as a man of high integrity and a fierce rival who he now considers a friend.

Indeed, the two men have much in common.

In 1975, Ricketts and Schwab founded two of the nation’s very first discount brokerages, their low trade commissions helping to democratize stock trading, bring investing to the masses and shake up the Wall Street establishment.

While Schwab’s San Francisco-based firm largely evolved into a traditional wealth management company offering financial advice to individual investors, Ricketts’ firm in Omaha was more of a technological innovator. One of his first breakthroughs was a niche technology he developed that allowed customers to make automatic trades on their touch-tone phones.

That platform left Ricketts’ firm well-positioned in the 1990s when the Internet and home computers rose to prominence. In 1995, Ricketts’ firm bought the company that had just pioneered the first online trade, and he dove headlong into the fast-growing, lucrative new business line.

The sales commissions starting rolling in, and TD Ameritrade shot off like a rocket. By 1997, Ricketts took his family business public. By 1999, Joe Ricketts was a billionaire.

The company continued to grow and thrive in Omaha, becoming the industry’s largest volume online brokerage with its widely recognized “eight bucks a trade” pitch. But technology and marketing aside, Ricketts spoke to a World-Herald reporter in 2006 about what he considered the secret of his firm’s success.

The key, he said, was the low-cost operations of TD Ameritrade’s back office trading center, at the time in the Southroads Mall in Bellevue. Staffed 24/7, it operated so efficiently and cost-effectively, no competitor could afford to offer online trades for less.

Ricketts also expressed an appreciation and affinity for his staff, talking of the pride he felt in helping create jobs that made a difference in the lives of his employees and their families.

“It had always been a point of pride with me that this business I had built was helping bring prosperity to some of my neighbors,” he wrote in his recent book. At times when he had to lay off workers due to stock market crashes, he’d do so, but said he’d “rather cut off my own arm.”

Once TD Ameritrade went public, the control the Ricketts family held over the firm loosened with time. Joe Ricketts retired as CEO in 2001, saying he was firing himself to put the company in more capable hands. He left the board of directors completely in 2011, though other members of the Ricketts family have continued to hold at least one board seat since that time.

Tapping its TD Ameritrade fortune, the Ricketts family in 2009 acquired the Chicago Cubs baseball team. Joe Ricketts became one of the largest funders of conservative politics and libertarian thought. He saw his son, the firm’s former chief operating officer, win the Nebraska Governor’s Office in 2014.

But over the years, Ricketts also continued to own huge amounts of TD Ameritrade stock, despite the persistent advice of financial advisers that he should do more to diversify. TD Ameritrade remained his baby.

To this day, he and his wife hold 8.6% of TD Ameritrade’s shares, and his children own sizable stakes as well. Before word of the Schwab merger leaked, Joe and Marlene Ricketts’ shares were worth almost $2 billion. Based on the premium they and other shareholders will receive from the sale, those shares are currently worth $2.5 billion.

Joe Ricketts rode his company’s stock through highs and lows over the years. He also watched as the firm gobbled up competitors and in 2013 moved into its new headquarters, a green-tinted tower meant to resemble a ticker tape that rises over Interstate 680 and West Dodge Road.

But in recent years came an industry challenge that finally proved the company’s match.

An upstart called Robinhood in 2014 began offering no-commission trading on a phone app, causing all the traditional players to start ratcheting down their commission rates.

On Oct. 1, Schwab announced it was eliminating all sales commissions on U.S. stocks and exchange-traded funds. Within hours, TD Ameritrade and other competitors were forced to match the move.

Schwab was completing the “race to zero,” and it appears to have been a strategic play, as it disproportionately hurt Schwab’s chief competitors.

For Schwab, the lost commissions reportedly amounted to less than 5% of revenue. For Ameritrade, the loss was 15%, nearly $1 billion a year. TD Ameritrade’s stock price plummeted by almost one-third.

At some point, Schwab and TD Ameritrade began merger talks. And when they got serious, TD Ameritrade officials provided Joe Ricketts and his family a “voting support agreement.” Such documents are common in business mergers and acquisitions, signed statements that bind major shareholder to vote stock in favor of the merger.

Such an agreement wasn’t needed for the deal to go forward. The considerable Ricketts family holdings were still just a fraction of TD Ameritrade’s shares.

And Ricketts actually fully backed the merger. According to the source close to the transaction, Ricketts believed that in a zero-commission world, having a company of significant scale would be critical to future success. Marrying TD Ameritrade with Schwab would provide that scale.

But Ricketts simply wasn’t interested in signing the voting support agreement. He just wanted to vote his stock the same way any other common shareholder would, later when TD Ameritrade schedules the shareholder vote.

While the reason is unclear, the fact Ricketts declined to sign the agreement apparently was not communicated by Ameritrade officials to Schwab until just hours before the planned Nov. 21 announcement.

Schwab’s leadership balked. They weren’t comfortable going forward without the Ricketts agreement.

It’s not exactly clear why Schwab officials hesitated. But it’s conceivable they were concerned that Ricketts owned enough stock he could cause difficulties for the merger if he suddenly decided the deal was a bad one and worked against it before the official shareholder vote.

Nebraskans in recent years have seen firsthand the power that can be wielded by a significant minority shareholder like Ricketts. Sidney-based outdoor outfitter Cabela’s was forced to merge with a competitor in 2016 after an activist investor owning 9% of its stock vocally objected to the firm’s financial performance and led a campaign for major change.

With the announcement suddenly off, the source said Schwab officials reached out to Ameritrade’s founder. Ricketts’ representatives explained that he simply didn’t want to sign the agreement. But they said he’d be willing to do so if Schwab made a commitment to preserve jobs in Omaha.

The memo details the $26 billion transaction and provides, it says, “answers to common questions.”

“Joe is a businessman,” said the source. “If you’re going to ask something from him, he’s going to ask something from you. The only thing he asked for was the jobs language.”

Ricketts was certainly realistic that the elimination of redundancy between the two companies will require job losses in Omaha. He wasn’t going to ask for blanket protection. But he still wanted to pursue language that would make Omaha jobs “top of mind” for Schwab — potentially easing the impact, the source said.

Schwab officials were “thoughtful and respectful” and took the request by Ricketts seriously, the source said. It was considered at the most senior levels of Schwab. It’s unclear to what degree Chuck Schwab himself, as Schwab’s chairman, participated in the considerations.

With some tweaking, the language was officially agreed to on Sunday, Nov. 24. The merger was announced the next morning.

Though it’s clear the language offers no guarantees, the source called it an important commitment from Schwab — one that bodes well for how that firm will approach Omaha jobs in the merger.

What the combined Schwab-TD Ameritrade ultimately looks like will be a long game that will play out over years. The deal is not expected to close until next year, with Schwab officials saying the full integration of the companies could take up to three years after that.

The Omaha agreement isn’t the only geographic consideration. With the merger, Schwab announced that the combined headquarters will be in the Dallas-Fort Worth metro area, where both TD Ameritrade and Schwab already have significant operations.

While Schwab declined to comment on the Ricketts agreement, TD Ameritrade officials acknowledged it, but said it’s premature to talk about how it will impact the firm’s more than 9,000 employees nationwide.

“Omaha has been, and we hope may continue to be, an important employment center for our company,” said spokesperson Kim Hillyer. “But it would be a disservice to our people — in Omaha and in other cities across the country — to speculate on what staffing in Omaha may ultimately look like.”

Fox, the Creighton professor, said the Ricketts agreement won’t keep Schwab from creating the efficiencies that shareholders expect when two firms merge. But she said the agreement could help shape where the combined operations end up. And the firm in many cases will have multiple cities to choose from, as both companies have operations spread around the country.

For example, about half of TD Ameritrade’s 2,300 Omaha workers are part of its clearing operations, making sure trades get posted to the proper accounts, at the right price and according to federal regulations. TD Ameritrade also has clearing operations in Dallas.

For its part, Schwab has clearing operations in both Dallas and Colorado. It would seem quite likely the merged company will continue to have clearing jobs in more than one location.

While Omaha is officially the home of TD Ameritrade’s corporate headquarters, company employees say the reality is most of its top executives have been based in New Jersey for the past decade. In effect, Omaha lost most of those jobs years ago.

Besides clearance, the balance of TD Ameritrade’s Omaha workforce is largely a mix of certified stockbrokers who handle trades by phone and information technology workers who operate the trading platform. There are such workers in other locations around the country, too.

George Morgan, a former stockbroker who teaches finance at the University of Nebraska at Omaha, said Omaha has lots of business advantages that should be appealing to Schwab. The city offers low operating costs, is home to one of the industry’s most user-friendly trading platforms, and has some of the nation’s best technology infrastructure, part of its legacy as the strategic home of the nation’s nuclear arsenal.

“From the perspective of Schwab, maintaining a presence in Omaha makes a lot of business sense,” he said.

But he said the Ricketts-Schwab agreement certainly won’t hurt matters, either. “I really commend Joe 100 percent for taking care of what he has built,” Morgan said.

Indeed, beyond the legal significance of the jobs agreement, Fox said there’s a practical effect, too. She doubts Schwab and its leaders would take a pledge they made to the founder of TD Ameritrade lightly.

“It is in the interest of Chuck Schwab to have Ricketts on board with the merger,” she said. “It is in everyone’s best interest to assure a smooth transition.”

Experts: Saving some operations is the best hope for Omaha’s TD Ameritrade jobs

Image of Charles Schwab and TD Ameritrade store fronts

This article touches upon important issues for the Omaha community.

By Henry J. Cordes and Jeffrey Robb / World-Herald staff writers Nov 25, 2019
Omaha World-Herald Article

With the gut-punch announcement that TD Ameritrade is being sold, focus turned Monday to how many of the online brokerage’s 2,300 Omaha jobs can be saved.


TD Ameritrade has 650,000 square feet of office space — 530,000 square feet that TD Ameritrade occupies in the tower complex in Omaha’s Old Mill area and an additional 125,000 it leases in two neighboring buildings. The firm also has more than 1,750 parking spaces.
RYAN SODERLIN/THE WORLD-HERALD

Ironically, among those scrambling and pushing for Charles Schwab to preserve operations in the city was Gov. Pete Ricketts, the son of TD Ameritrade founder Joe Ricketts and the firm’s former chief operating officer.

“In the coming days, I will work to personally make the case to Schwab to stay committed to Omaha,” said Ricketts, whose family long ago ceded controlling interest of the company.

The announcement means Omaha will lose a major corporate headquarters and the hundreds of associated jobs. San Francisco-based Schwab announced Monday the combined headquarters will be in suburban Dallas-Fort Worth, which came out as the biggest geographic winner in the $26 billion deal.

Omaha’s best hope to keep jobs appears be in preserving some of TD Ameritrade’s operational and customer service functions. A site selection expert and local economists think there’s a good chance some of those roles can be preserved.

“That would be a best-case scenario,” said John Boyd, principal of a New Jersey site selection firm. “I know the governor and his team will be working around the clock to make the case to keep as many jobs as possible. But make no mistake. Jobs are at risk and likely to be moved to suburban Dallas.”

Early Monday, Schwab made official its rumored acquisition of rival TD Ameritrade, creating a new brokerage industry behemoth that will hold more than $5 trillion in client assets and be based in Westlake, Texas.

Schwab celebrated the “synergies” and “attractive returns” to shareholders when the firms are combined. The deal would not gain needed regulatory approvals until sometime in the second half of 2020. Integration of the two companies would follow over the next 18 months to three years.

In announcing the move, Schwab was quite specific about the effect — or, rather, lack thereof — on its San Francisco employees. It said the vast majority of jobs there would not be affected, with any moves to Texas occurring largely through attrition and relocation over time.

“Schwab was founded in San Francisco and has maintained a longstanding commitment to the Bay Area, which will continue,” the company’s statement said. “Schwab expects to continue hiring in San Francisco and retain a sizable corporate footprint in the city.”

But Schwab had little to say about Omaha.

“We have not provided that level of specificity yet,” Schwab spokeswoman Mayura Hooper said.

TD Ameritrade officials didn’t speak publicly Monday but acknowledged that the merger will significantly affect its nationwide workforce of more than 9,000.

“We believe that a large number of TD Ameritrade associates will continue on with Schwab post-integration, but there will likely also be many that do not,” the company said.

Employees in TD Ameritrade’s green-tinted tower at Interstate 680 and West Dodge Road met with company officials late in the day but received few answers during the 90-minute session, which one employee called somber.

“The bottom line is people are going to lose their jobs,” said the 20-year employee, who declined to be named. “Some people are going to keep their jobs, but they don’t know yet.”

After watching TD Ameritrade absorb numerous competitors over the years, the employee said it was strange to watch the other shoe drop.

“It is part of the American corporate culture,” he said. “We basically eat our young.”

Indeed, TD Ameritrade had survived numerous rounds of industry mergers and disruption. But in the end, it appears it couldn’t survive a recent trading commissions war. Joe Ricketts actually has much in common with Charles “Chuck” Schwab. Both men in the 1970s founded discount brokerages that challenged the Wall Street establishment. While Schwab’s became a more traditional brokerage, Ricketts’ Omaha firm made its mark as a technological innovator, in time becoming the nation’s highest volume online trader.

Then Schwab announced last month it was eliminating sales commissions on U.S. stocks and exchange-traded funds. Responding to Schwab’s strategic play, within hours TD Ameritrade announced that it was likewise doing away with its $7-per-trade commission. The “race to zero” on commissions had been brewing for years. But TD Ameritrade was far more reliant on such commissions than Schwab, losing $1 billion in annual revenues from the move. Wall Street took notice. TD Ameritrade stock plummeted by almost 30%, no doubt helping fuel merger talks.

Schwab officials said the boards of both companies voted unanimously for the merger. That apparently included Todd Ricketts, son of Joe, brother of Pete and the lone Ricketts on TD Ameritrade’s 12-member board. The move was also approved by an independent outside board that TD Ameritrade established to oversee all negotiations on the transaction.

So why did the new firm land in the northern Dallas-Fort Worth metro area?

Both TD Ameritrade and Schwab have significant operations there, Schwab in Westlake and TD Ameritrade just a few miles away in neighboring Southlake.

TD Ameritrade already has some 2,000 employees there, almost as many as in Omaha. Just a year ago, the company consolidated its Dallas-area workforce in a new Southlake operations center.

Boyd, the site selection expert, called Westlake one of the most desirable suburbs in the United States, with attractive housing, excellent schools, great air service and, since it’s in Texas, no state income tax. Schwab has invested heavily in its Westlake campus and will obviously do so more now.

Ameritrade would represent Omaha’s second recent loss of a Fortune 1000 corporate headquarters, coming four years after ConAgra announced it that was moving to Chicago. The still-fresh ConAgra departure also might offer a good primer on what could be ahead for TD Ameritrade.

Get the latest development, jobs and retail news, delivered straight to your inbox every day.

While the headquarters is gone, ConAgra continues to have about 1,300 employees in Omaha, down about 1,000. A number of operations remain here, including research, product development, supply-chain management and oversight of production and distribution.

Similarly, Schwab could choose to preserve some TD Ameritrade jobs or functions in Omaha, such as the hundreds of registered brokers who handle telephone trades.

Ernie Goss, an economist at Creighton University, said he thinks a “sizable” number of jobs will remain. Any thought that all 2,300 jobs will relocate to Dallas or San Francisco “is just not credible,” Goss said.

“It’s not good,” Goss said of Monday’s announcement. “But it could be a lot worse. In the end, I think Omaha will come out just fine.”

There’s other consolation for those who lose their jobs, Goss said. Given the struggles of many Omaha employers to fill job openings, prospects are good that workers can find another job here.

Eric Thompson, a University of Nebraska-Lincoln economist, agreed, citing the region’s relatively strong economy. “It should be a reasonably favorable environment to find new work,” he said.

State and local officials wasted little time making their pitches to preserve TD Ameritrade jobs.

Mayor Jean Stothert said Monday that she’s hoping to have a conversation with TD Ameritrade’s CEO and has already reached out. The mayor said the city is also prepared to work with the Greater Omaha Chamber to help affected workers find new jobs.

“Our concern is for the employees,” she said.

David Brown, CEO of the Greater Omaha Chamber, noted that much of the past success of TD Ameritrade “has been fueled by an experienced, hard-working talent pool.” He said those workers would continue to strongly support the new merged company or “any other organization here in Omaha that will be lucky enough to put their services to work.”

Ricketts said he would work in coming days to personally make the case to Schwab to stay committed to Omaha. He cited Nebraska’s “incredibly competitive” cost of doing business and its productive workforce.

Ricketts knows a little about how hard TD Ameritrade’s employees work. When Ricketts was a young executive in the company in the 1990s, his office was in the company’s Bellevue operations center with the rank-and-file employees. The governor said Schwab’s announcement creates significant uncertainty for the thousands of Nebraskans who loyally worked for the company through the years.

“I am anxious to see what their decision means for the people of Nebraska,” Ricketts said.