Five years after rolling out OneSource, Charles Schwab & Co. has a lofty goal for the mutual fund mart's well-known brand name: to emerge as the Good Housekeeping seal of approval for one-stop fund shopping networks.

"There are lots of no-load supermarkets and they're all a blur," said David S. Pottruck, the newly minted co-chief executive officer of the San Francisco-based Schwab. "Our effort is to try to distinguish what we provide as the best."

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