Giving full-service brokerage customers the freedom to do Internet trades could be a risky proposition for firms whose livelihood comes from both the advice they give and the transactions they conduct on behalf of clients. Prudential Securities is taking the chance anyway, and will pilot PruTrade for a select group of customers beginning in December, says Pru Securities CIO William H. Anderson.

Initially, financial advisors will select clients falling into certain criteria to use the trading portion of the company's PruOnline, which provides account information and analysis. "This is somebody who's PC- literate and will work with his financial advisor," says Anderson.

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