Is there anything more volatile than a person’s relationship to money? Consumer attitudes toward the financial services industry have certainly taken a beating over the past few years, as corporate scandals have fueled skepticism and mistrust. At the same time, the globalization of the category, the proliferation of low-cost brokerage firms, the trend toward do-it-yourself financial management and the disappearance of the bull market have helped reshape the dynamics of this category. Nonetheless, customer relationship management still looms large and the value of advice remains a marketing fulcrum.

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