Services (BFS), that they say will be of benefit for everyone from the novice to the experienced investor.

Senior vice president, investments, Mr. Peter Mellor, said of the new initiative: "Our aim is to put world markets within everyone's reach. Through Bermuda Financial Services, Bermuda residents have access to a complete financial package, including investments, savings and estate planning. It is our job to care as much for people's money as they do themselves.'' The bank has established a staff of ten under BFS head Mr. Graham Jack and a special telephone number to facilitate enquiries. The bank has also established two specialised service desks in BFS to handle the trading of shares on the Bermuda Stock Exchange and to handle investments in the bank's more than 50 mutual funds.

BFS is the latest product emerging from a reorganisation in the bank's investment division that began two years ago, designed to capitalise on the changing investment environment, here and abroad.

Mr. Mellor said the two service desks did not exist a year ago. With the changes in the investment market, he said more and more people are seeking to take advantage of the opportunities.

He said there had been little in the way of investment advice, initially, but with the changes in the investment market, eventually some was provided. He said that BFS meant an improvement in the currently available investment information.

He continued: "If people have knowledge, confidence and information, they will do something. But without those first three, they won't do anything. So as we start to provide the knowledge and the bank provides the security, the structure, the confidence then people will feel much easier about investing.'' Mr. Jack said: "We have structured products for the first time investor up to the most sophisticated. With the resources of the bank's investment division behind us, we can offer advice or full management for a client's investment portfolio together with the ability to buy or sell stocks or bonds on the Bermuda Stock Exchange and all overseas markets.

"As we are actively involved with the launch of initial public offerings, customers of BFS are assured of immediate access to new investment opportunities as, and when, they arrive.

"Also with the Bermuda Stock Exchange opening up and improving its liquidity, investors will increasingly be able to diversify their cash savings into local equities and, in this way, participate in the future growth of Bermuda.

"The key focus here is to clearly indicate to the general public that services being offered by the bank from an investment, financial perspective are centralised and coordinated through this one body.

"This is the group you come and speak to and explain your investment aims, whether you want to save for your children's education or just realise growth.'' Mr. Mellor said: "We recognise that safety and security of assets are paramount and that it is vital that customers feel comfortable that their investments are being properly looked after. With BFS, we have the platform from which to satisfy people's financial requirements based on the delivery of efficient, helpful, effective and successful investment services.

"This is part of the growing investment aspect of Bermuda where the public could get good, competitive advice. This is a very complete service.'' Mr. Peter Mellor Mr. Graham Jack