The Full-Service Brokerage Firms provide a range of services beyond filling buy-and-sell orders. Because the firms often have investment banking and underwriting arms, they may also offer clients greater access to initial public offerings (IPOs) and new bond issues.
And traditionally, it costs less to trade through an online account than to call in an order.

Online firms give you 24-hour access to your account, as well as the opportunity to do research, track investments, and follow the latest market news online, but they offer no personal contact or advice. Historically, discount firms have not offered research, investment advice, or financial planning. However, today, discount firms offer more and more research and personalized attention, blurring the line that separates them from their full-service competitors, while providing their services at lower cost.

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