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Smith Barney sees early success with push into advisory product; New program is designed to make brokers look like RIAs.(News)

Byline: Brooke Southall

SAN FRANCISCO - Smith Barney is reporting success in rolling out a pricing model that makes its stockbrokers look more like registered investment advisers.

The New York-based broker already has 1,100 brokers, or 10% of its sales force, with a combined $1 billion placed into the Smith Barney Advisor program since it was introduced in June.

But the program could really take off next year as it evolves into a supermarket of investment choices similar to Total Merrill, the signature cross-selling program used by many brokers at New York-based Merrill Lynch & Co. Inc., analysts said.

For now, the program allows brokers to manage only ...

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