John Joseph 'Joe' Ricketts is an American businessman, the self-made billionaire founder, former CEO, and former Chairman of TD Ameritrade, one of the world's largest online brokerage firms. Born in Nebraska City, in 1941, he received a bachelor's degree from Creighton University in 1968.

Ricketts's career began in finance as a branch manager at Dun & Bradstreet. His pivotal career moment came in 1975 when he and a few partners co-founded First Omaha Securities, recognizing the immense opportunity presented by the newly deregulated discount securities market. His philosophy centered on empowering self-directed investors through innovative technology and lower commissions.

• TD Ameritrade (Founder): The core wealth generator, one of the world's largest online brokerage firms (acquired by Charles Schwab for $26 billion in 2020).
• Discount Brokerage Pioneer: He launched Ceres Securities in 1994, offering $18 flat-rate trading and pioneering online trading.
• Chicago Cubs (Owner): His family acquired a 95 percent controlling interest in the MLB franchise and Wrigley Field in 2009.
• Political Focus: He is a major Republican donor and founded conservative PACs (The Ending Spending Fund).

J. Joe Ricketts's strategic genius was leveraging technology and deregulation to dominate the retail securities brokerage market. His firm, First Omaha Securities, evolved into Ameritrade, managing hundreds of billions of dollars in client assets. A key milestone was introducing the first quote-and-order entry system using a touch-tone telephone (1988). The final massive exit occurred in 2020 when The Charles Schwab Corporation acquired TD Ameritrade for approximately $26 billion.

His public focus shifted in 2009 when his family acquired a 95 percent controlling interest in the Chicago Cubs and Wrigley Field. His son, Tom Ricketts, serves as Chairman, while his other children (Pete Ricketts, a former governor and current U.S. Senator, and others) sit on the board. The family led the team to win the 2016 World Series, ending a 108-year drought. His wealth is tied to his success in financial technology and the immense value of professional sports franchises.

J. Joe Ricketts's social impact is structural, stemming from his pioneering of online discount brokerage, which lowered costs and made investing accessible to millions of self-directed investors. His philanthropic efforts, through the Ricketts Art Foundation, Opportunity Education Foundation, and The Cloisters on the Platte Foundation, focus on education, conservation, and the arts. His political funding (The Ending Spending Fund) advocates for fiscal conservatism and reduced earmarks.

His career is a testament to the profitability of technological innovation in finance, despite facing public criticism over past political activities (anti-Muslim and racist emails).

J. Joe Ricketts maintains the pragmatic, composed style of a businessman and political donor. His attire is consistently professional and conservative. His aesthetic reflects his Nebraska roots and his commitment to conservative values and philanthropy.

Residing in Hoback Basin, Wyoming, his luxury is the immense security and financial reward derived from his multi-billion dollar fortune. His life is dedicated to financial investment, conservation, and the long-term stewardship of the Cubs franchise.