But for most investors, the Web's biggest impact will be on the advice offerings of big brokers, whether online or old-line. Online brokers are adding human contact to their cyberadvice. While you're online, a Fidelity phone rep can watch the screen you're working on and guide you. Online advice without the human push usually won't go anywhere. But they're rapidly adding cybertools to let investors track portfolios and figure out their own investment mixes.
Brokers can monitor the results and follow up with specific recommendations.
Once you have signed up, you can get an aggregated statement of your accounts at SSB and any other institution that posts statements online. And when it comes time to pick stocks, the broker can insert links to SSB research, news articles, and Webcasts into your statement page, where you'll see them the next time you log on. For customers, the online push is likely to improve the big brokers' advice. Most online brokers don't charge directly, hoping the offerings will attract bigger accounts. After discussing the results with a broker, a client can monitor the progress toward meeting the recommendations via the Web.