At the halfway point of the morning demo session, we have David Kansas, president of FiLife. FiLife makes its first Finovate appearance today.

FiLife is a joint venture between IAC and Dow Jones, now owned by News Corp. The company launched the personal finance website last year with a blog, and added personal financial management features in June 2008.

FiLife is making the first public presentation of its capabilities today at Finovate. The website allows users either to find other “smart users,” or to read advice and ask questions from “friendly gurus.”

What’s new
FiLife is introducing a series of product pickers, starting with credit cards. A unique visual display shows the different product choices. They also have attribute sliders, similar to Kayak, to narrow down the choices.

Kansas also demonstrated the “stacker” approach to helping users figure out how they stack up with their peers.