Full service brokers provide a wide range of services including Analyst reports, recommendations, one-on-one advisory services, sample portfolios, strategy planning, Buy-Sell-Hold recommendations, place buy/sell orders with stock exchange, administration and management services as lite or comprehensive as you are willing to pay for, and access to a variety of investment products, some not normally available to small retail clients.

On-line brokers provide many but not all of the services provided by full service brokers.  In particular they do not provide personalised advisory services and usually provide limited access to service-providing analysts.