Customers who buy investments and insurance where they bank are among a retail financial institution's most profitable, loyal and desirable customers, according to a new study.

Of the customers that had 5.5 banking products, 29 percent said they would not switch to another bank or credit union if sold an additional banking product compared to 39 percent who said they would not switch if sold an insurance product, according to LPL Financial’s study "The Value of an Investment and Insurance Customer to a Bank."

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