Hoping to polish their image as capable, objective money managers, banks are increasingly offering financial planning services to both their wealthy and mass-market customers.

Institutions ranging from Old Kent Financial Corp. - which plans to install certified financial planners in all of its branches by the end of next year - to National City Corp. want to sell financial plans to their retail customers. Others are actively studying whether or not they should offer the service, either for free or for a fee, through their private- client groups.

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