John M. Trice, market president of Frost National Bank in Corpus Christi, Texas, lays out a number steps banks can take to reach Baby Boomers in this month’s issue of ABA Banking Journal that is sound advice for mutual fund companies looking to win their business, as well.

Besides urging banks to offer products, services and education to help Boomers invest for their retirement and have adequate income, Trice makes the astute and seldom-heard point that Boomers don’t want to be treated as if they are old. Financial services institutions must approach this group with respect.

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