In a rapidly diversifying financial services marketplace, banks are upping the competitive ante by forging alliances with non-traditional partners to offer new investment products and services to retail and small business customers.

Such arrangements give banks the added expertise they require to make precise product selections, conduct sophisticated marketing initiatives and provide customers with efficient, high-quality servicing. In some situations, alliances not only enable banks to sell new products to existing customers, but also to acquire new customers.

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