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I just Googled “open an investment account.” The first five listings are TD Ameritrade, Merrill Edge,, Schwab and Fidelity. These firms are spending millions of dollars to promote the idea that they’ve got the same goods and services of a full-service Advisor, but at a lower price. Welcome to the world of commoditization. Is it working? Not one full-service firm popped up on that first page.
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