Finovate2009 Best of Show winner Yodlee is the secret sauce behind the majority of online personal financial management services (Finovate video here). The Redwood City, CA company licenses data aggregation, personal finance management, online account enrollment, account verification, bill payment, and funds transfer systems to more than 150 clients including 40 of the top 50 financial institutions. Yodlee distributes its platform directly and through partnerships with financial industry companies, including fellow Finovate alums Andera, Metavante, and S1.

Financial institution customers include Bank of America and Chase, as well as investment firms such as E*Trade and Fidelity. Yodlee also does the account aggregation for PFM industry-leader Mint. However, that may change as new owner Intuit owns its own data aggregation technology. Yodlee also powers the recently released In & Out Cash Management Systems (Netbanker post).

In all, Yodlee estimates that it powers 85% of the U.S. PFM industry, drawing data from more than 11,000 sources covering over 100,000 types of accounts. The company projects the PFM industry will have more than 30 million users by the end of 2010 (see inset).

In February, Yodlee opened the Yodlee FinApp Store (see screenshot below), a platform for developers to create and distribute financial applications. Yodlee enforces a certification program for all developers using the Store.

#1. Yodlee's new FinApp Store

#2. Applications in development in the FinApp Store