The head of Admiralty Bank, which formed an alliance four months ago with a local unit of USI Insurance Services Corp., has found there is a fine line between selling insurance successfully and selling it too aggressively.

"We've introduced the fact that we're selling insurance through brochures in our lobby and with notices on our statements," said Ward Kellogg, president and chief executive officer of the $170 million-asset bank in Palm Beach, Fla. "But we're saying if you have a deposit account with us, no one is going to call you and try to sell you insurance unless you already said that you were interested."

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