Effective immediately, National Bank Discount Brokerage will be known as National Bank Direct Brokerage.

National Bank says the name change reflects the direction the business has taken.

National Bank Direct Brokerage is also launching a new Internet trading site for its customers. The site features advanced technical analysis tools and a more user-friendly navigation system.

The firm says its pricing structure is competitive, with he most active of its clients pay as little as $14.95 per trade.

Later this fall, the brokerage firm will be introducing an interactive voice response (IVR) brokerage system to offer its clients a fast and effective way to meet their primary brokerage-related needs. The IVR system will enable clients to trade shares, check account balances, transfer funds and receive stock quotes on the phone.