ORLANDO - Keycorp is counting on strong growth in sales of financial services to the affluent, a senior executive said at an industry conference here.

Currently, Keycorp, the country's 10th-biggest banking company, gets nearly one-tenth of its profits from lending, investing, trust, and deposit services for affluent families and individuals, said Daniel E. Klimas, an executive vice president and head of the personal financial services unit that deals with the affluent.

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