GE Asset Management has given up on efforts to sell its line up of 21 retail funds no-load resulting from weak direct sales. In June, the firm stopped selling directly to investors on its Web site and through Charles Schwab’s no-load fund supermarket, according to Tim Benedict, a company spokesman.

"It was a strategy we wanted to try, but based on the limited appetite for this type of access, we didn’t see a reason to continue distributing them in this manner," he said.

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