Full-service brokers are what most people visualize when they think about investing—well-dressed, friendly business people sitting in an office chatting with clients. These are the traditional stockbrokers who will take the time to get to know you personally and financially. They will look at factors such as marital status, lifestyle, personality, risk tolerance, age (time horizon), income, assets, debts, and more. By getting to know as much about you as they can, these full-service brokers can then help you develop a long-term financial plan.
Discount brokers, on the other hand, do not provide any investment advice and are basically just order takers. They are much less expensive than full-service brokers since there is typically no office to visit and no certified investment advisors to help you. Cost is usually based on a per-transaction basis and you can typically open an account over the internet with little or no money. Once you have an account with an online broker, you can usually just log on to its website and into your account and be able to buy and sell stocks instantly.
The bottom line is that your choice of broker should be based on your individual needs. Full-service brokers are great for those who are willing to pay a premium for someone else to look after their finances. Online/discount brokers, on the other hand, are great for people with little start-up money and who would like to take on the risks and rewards of investing upon themselves, without any professional assistance.
We would be more than happy to explain these choices in more detail!