For the past two years, Bank of the West has assiduously courted high-net-worth clients. But now it’s starting to spread the love more broadly.

The San Francisco-based bank recently made a series of moves to attract the long-neglected mass-affluent customer. In August, it launched a retirement sales site, offering education, tools and a more robust capability to help the mass-affluent customer with retirement planning. That followed the bank’s decision in June to extend high-end advisory services once only available to its wealthiest customers to customers with $50,000 in investable assets. It also launched an online investing platform that linked customers’ banking and investment accounts for the first time.

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