NEW YORK - Mutual fund companies should turn their web sites into personalized, compelling sources of information for shareholders and financial advisors, executives agreed last week at a conference here sponsored by International Business Communications of Southborough, Mass., a company that organizes financial service conferences. The theme of the conference was "Successful Strategies for Electronic Distribution of Mutual Funds."

Mutual fund companies can draw customers to their web sites by consolidating shareholders' account balance information and updating the figures daily, the executives said. The statements could even include assets from other sources, such as real estate, as well as other fund holdings, they said.

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