Weighing the pros and cons of offering full-service versus discount brokerage is a fundamental task for banks as they develop into providers of investment services, experts say.

A growing number of mostly large banks - 156 at the last count by American Brokerage Consultants, St. Petersburg, Fla. - offer full-service brokerage exclusively, citing growing demand among their customers for investment advice. Banks see commission income as a lucrative revenue source.

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