A new advisory service has been established for investors who are interested in putting their money directly into the stock market. BLFM is headed by the former head of private clients at ABN-AMRO Stockbrokers, Mr Brian O'Loughlin. The service is typically geared to individuals who can afford to have a minimum share portfolio of £100,000 (#126,973) and advice is tailored to individual investment requirements. It covers shares quoted on the Irish, British and Continental European markets. BLFM does not provide administration or share dealing services though and clients must arrange to conduct share dealing and associated administration services where they can get the best terms. The firm will offer advice on the relative merits of the services and charges offered by the various stockbroking firms.

The actual service provided varies from client to client mainly in terms of the frequency of reports and telephone contact. A semi-annual or quarterly investment report covering stock market developments will be available as well as a performance analysis of each client's portfolio. For an ongoing service there is a semi-annual or quarterly fee. The fee will vary from client to client and depends on the level of service required. It is also possible for BLFM to conduct a once-off analysis of someone's investment needs and to produce a recommendation regarding investment strategy together with a recommended portfolio of shares. BLFM will mainly focus on portfolios with a high concentration of large blue-chip stocks. The firm can be contacted at 01 478 4193.