To show customers that it was serious about providing brokerage and insurance services, Kishacoquillas Valley Bank in Belleville, Pa., in mid-1998 started transforming three of its eight branches into "finance centers" - featuring investment and insurance brokers prominently and traditional teller stations set off in a separate room in the rear.

It has paid off. Kishacoquillas doubled income from its brokerage and insurance divisions in 1999, to $300,000 - about 19% of its net income - and is on pace to double it again this year. The centers have been so well received by residents of the region's small country towns that the $250 million-asset bank plans to renovate more branches. Bill Hayes, president and chief executive officer, said Kishacoquillas had to give its diversification high visibility.

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