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Financial Planning > Behavioral Finance

Sovereign Adopts Truebridge Cross-Selling System

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NU Online News Service, April 15, 2003, 4:58 p.m. EDT – Sovereign Bancorp Inc., Philadelphia, has started using the Web-based Cross Sell Advantage marketing system from Truebridge Inc., Hingham, Mass.

The system steers Sovereign customers to financial education articles from Truebridge. When customers want more information, the system refers them to financial consultants in local Sovereign bank branches.

The consultants work for Lantern Investment Services, a unit of Independent Financial Marketing Group Inc., Purchase, N.Y. Independent Financial, in turn, is a unit of Sun Life Financial Services of Canada Inc., Toronto.