The objective of this paper is to examine the impact the Financial Services Modernization Act (FSMA) of 1999 has on the consolidation of the banking industry. The FSMA allows banks to simultaneously offer commercial banking, investment, and insurance services. I find a strong positive market response to the announcement of bank acquisition of brokerage firms (10.2 percent) and insurance companies (9.3 percent), but no significant response to bank acquisitions. I also find support for two complimentary hypotheses that explain the long-run returns to the acquiring banks. The product-market spillover hypothesis states that the post-consolidation returns of the acquirer are directly related to the banks\u27 ability to cross market their produ...