How to find a stockbroker you can really trust
By Ken and Daria Dolan

(MONEY Magazine) – In choppy stock and bond markets like the ones we've seen this year, having a trustworthy, dependable stockbroker can be quite a help. And plenty of the nation's 94,000 brokers match that description. Trouble is, as a recent Securities and Exchange Commission report and a June MONEY story ("Brokers Still Treat Men Better Than Women") show, many do not. The SEC just found that during 18 months in 1991 and '92, 268 brokers in 14 branch offices of national brokerages were the subject of 2,400 complaints by customers or disciplinary actions by regulators. The Money article, which sent 50 male and female testers posing as customers to offices of six major brokerages around the U.S., stated that in many ways both sexes get lousy service. Example: 35% of the brokers failed to ask about risk tolerance. (Rep. Edward Markey, D-Mass., has asked the SEC to conduct its own inquiry into the Money article's findings.) So if you want a trustworthy broker -- and we think you should have one if you want advice in buying and selling stocks or bonds -- how can you find such a pro? Start by asking for referrals from friends, relatives or business associates with incomes and financial goals similar to your own. After you get the names of a handful, investigate their disciplinary records. Call the hotline at the National Association of Securities Dealers (800-289-9999), and ask if there have been any judgments against the broker by them or a regulatory agency or if any are pending. Within 14 days, the NASD will send you a computer printout of your broker's record. But be warned: This report won't mention any settlements through arbitration, the way complaints are typically resolved against brokers. Next, check out the financial health of their firms. Call Weiss Research ($15; 800-289-9222) for an over-the-phone safety rating; you want to work only with a broker whose firm is rated B- or better. Once you have three brokers with clean records and backed by financially sound firms, make an appointment to spend an hour with each. Ask the brokers these key questions: -- How long have you been in business? The answer that you want to hear: at least three years. Let a novice broker cut his or her teeth on someone else's money, not yours. -- What type of clients do you specialize in? You'll be best served by someone whose clients' investment objectives mirror yours -- for example, aggressive growth or steady income. Some firms specialize too. If you want to hire a broker to invest in municipal bonds, consider using someone at the national brokerage Smith Barney or the regional Scott & Stringfellow in Richmond, which are well known for their muni bond research. -- How often will we talk in person and review my portfolio? Be sure that the broker wants to get together at least quarterly -- more often if your account will be active. Don't let the broker trade without first getting your approval. -- How well have your clients' portfolios performed? Have the broker document 12 months of investment performance for three clients with objectives like yours; the broker can black out their names to ensure their privacy. Then check to be sure the returns have exceeded the most appropriate yardsticks. For example, if you'll be investing in stocks or stock funds to beat the market, compare the returns with Standard & Poor's 500 index, which was up 3.61% for the year that ended June 15. -- How much will you make from my investments? A reputable broker should disclose all fees and commissions. Generally, commissions on stocks run from 1% to 5%; some funds have initial sales charges that are as high as 8.5%. Brokers keep about 60% of the commission, and their firms get the rest. -- Finally: What would you like to know about me? More than any other, this question will tell you whether the broker is a true pro. She or he ought to ask about your risk tolerance, your investment goals, your knowledge about investing, how much you already have invested and what investments you currently own. If the broker isn't interested enough in you to probe for full answers to these critical questions now, say good-bye; you'll never get the treatment you deserve from a broker like that.