Final FINOVATE Conference Lineup

The schwag has been delivered, the notebooks printed, and the lunch order is in. We are all set to welcome more than 200 bankers, tech providers, press and analysts to Mid-town Manhattan on Tuesday, Oct. 2. We sold out the main auditorium last week, but you can still grab a good seat in the overflow room by registering at our conference website.

If you'll be there in person, be prepared to network with the presenters and other attendees. For two hours after both the morning and afternoon DEMO sessions, the presenters, along with other execs from each company, will be available for one-on-one or small group discussions and demonstrations. And a special thank-you to Philip Faulkner and Amdocs for sponsoring the networking area.

If you can't make it, watch this space for liveblogging during the event from Huntington's Brandon McGee. And at our NetBanker blog, Vancity's William Azaroff will also be covering the event in person (and check out his post today on planning your first social media effort). And within a few weeks, you'll be able to watch all the DEMOs in their entirety at our FINOVATE website.

Here's the final FINOVATE lineup:

8:00 AM Continental Breakfast

9:00 AM Welcome: Jim Bruene, Editor & Founder, Online Banking Report

9:05 AM Morning DEMOs (7 minutes per company)

    Geezeo
    Shawn Ward, Co-Founder

    Metavante
    Chris Burfield, Product Line Manager, E-Payments

    Lending Club
    John Donovan, COO

    Andera
    Charlie Kroll, CEO

    CheckFree
    Bob Homer, VP Product Management
    Milind Pandit, Director Product Management

    Mortgagebot
    Scott Happ, President & CEO

    Billeo
    Murali Subbarao, Founder & CEO

    Online Resources
    Bill Kinnelly, SVP Product & Marketing
    Mike Martell, Business Development Exec.

    Identity Theft 911
    Adam Levin, Chairman

    Yodlee
    Peter Hazlehurst, SVP Product Development

 

10:40 AM to 1:00 PM Networking with the                                                 Sponsored by:
              Morning Presenters                                               
             (lunch available)

1:00 PM Welcome: Jim Bruene, Editor & Founder, Online Banking Report

1:05 PM Afternoon DEMOs (7 minutes per company)

    Firethorn
    Kyle Cochran, Product Manager

    Monitise
    John Tantum, Business Development Director

    ClairMail
    Joe Salesky, President & CEO

    MShift
    Awele Ndili, Founder & CEO

    mFoundry
    Drew Sievers, CEO & Co-Founder

    Prosper
    Chris Larsen, CEO & Co-Founder
    Andrew Martinez-Fonts, Head of Product Management

    Jwaala
    Andrew Taylor, CTO

    iPay Technologies
    James Hyde, SVP Strategic Alliances

    Digital Insight, an Intuit company
    Paul Rosenfeld, VP & GM Small Business

    Mint
    Aaron Patzer, Founder & CEO

 

2:40 PM to 5:00 PM Networking with the Afternoon                          Sponsored by:
             Presenters (snacks & beverages available)

4:30 PM Best of Show Awards Presented

5:30 PM to 6:30 PM Informal cocktail hour (location TBD)

Final FINOVATE Conference Lineup

The schwag has been delivered, the notebooks printed, and the lunch order is in. We are all set to welcome more than 200 bankers, tech providers, press and analysts to Mid-town Manhattan on Tuesday, Oct. 2. We sold out the main auditorium last week, but you can still grab a good seat in the overflow room by registering at our conference website.

If you'll be there in person, be prepared to network with the presenters and other attendees. For two hours after both the morning and afternoon DEMO sessions, the presenters, along with other execs from each company, will be available for one-on-one or small group discussions and demonstrations. And a special thank-you to Philip Faulkner and Amdocs for sponsoring the networking area.

If you can't make it, watch this space for liveblogging during the event from Vancity's William Azaroff. And Huntington's Brandon McGee will also be covering the event in person. And within a few weeks, you'll be able to watch all the DEMOs in their entirety at our FINOVATE website.

Here's the final FINOVATE lineup:

8:00 AM Continental Breakfast

9:00 AM Welcome: Jim Bruene, Editor & Founder, Online Banking Report

9:05 AM Morning DEMOs (7 minutes per company)

    Geezeo
    Shawn Ward, Co-Founder

    Metavante
    Chris Burfield, Product Line Manager, E-Payments

    Lending Club
    John Donovan, COO

    Andera
    Charlie Kroll, CEO

    CheckFree
    Bob Homer, VP Product Management
    Milind Pandit, Director Product Management

    Mortgagebot
    Scott Happ, President & CEO

    Billeo
    Murali Subbarao, Founder & CEO

    Online Resources
    Bill Kinnelly, SVP Product & Marketing
    Mike Martell, Business Development Exec.

    Identity Theft 911
    Adam Levin, Chairman

    Yodlee
    Peter Hazlehurst, SVP Product Development

 

10:40 AM to 1:00 PM Networking with the                                                 Sponsored by:
              Morning Presenters                                               
             (lunch available)

1:00 PM Welcome: Jim Bruene, Editor & Founder, Online Banking Report

1:05 PM Afternoon DEMOs (7 minutes per company)

    Firethorn
    Kyle Cochran, Product Manager

    Monitise
    John Tantum, Business Development Director

    ClairMail
    Joe Salesky, President & CEO

    MShift
    Awele Ndili, Founder & CEO

    mFoundry
    Drew Sievers, CEO & Co-Founder

    Prosper
    Chris Larsen, CEO & Co-Founder
    Andrew Martinez-Fonts, Head of Product Management

    Jwaala
    Andrew Taylor, CTO

    iPay Technologies
    James Hyde, SVP Strategic Alliances

    Digital Insight, an Intuit company
    Paul Rosenfeld, VP & GM Small Business

    Mint
    Aaron Patzer, Founder & CEO

 

2:40 PM to 5:00 PM Networking with the Afternoon                          Sponsored by:
             Presenters (snacks & beverages available)

4:30 PM Best of Show Awards Presented

5:30 PM to 6:30 PM Informal cocktail hour (location TBD)

Taking the High Road in Credit Monitoring and Identity Fraud Protection

I was looking at Geezeo's new Facebook app this morning (more on that later), and I noticed one of the best credit report monitoring ads I'd ever seen. 

Instead of focusing on the negative aspects of your credit history, the banner ad features "testimonials" of the significant savings available with good credit (the banner above claims a $310 savings in her house payment). The stories are provided under the header, "Credit Diagnosis." And, I was initially impressed after clicking through the ad to find a good, landing page with more of the same.

However, the mostly-anonymous company behind the banner, FreeCreditReportsInstantly.com uses a $1, 7-day trial come-on for its $29.95/mo credit report monitoring service. I have no problem with the company charging what the market will bear. And to its credit, FreeCreditReportsInstantly (FCRI) does disclose the go-to fee on the first page of the application. But I think the typical young Facebook user is not going to be happy seeing $29.95 monthly fees on the credit or debit card.   

Why would anyone pay $360/yr for credit monitoring?
The Internet was supposed to make it hard for companies to charge 2x to 3x the going rate when dozens of competitors were just a few clicks away. But here we have a company doing just that and evidently bringing in enough revenue to afford a Facebook ad buy, not to mention holding down the number 3 ad slot on Google searches for "free credit reports" (note 1)?

The answer is complex. It has to do with consumer confusion over the whole business of credit scores, ID theft, and the government-mandated free reports which is what most Googlers are looking for when they type "free credit report." And consumers must share part of the blame too. In a rush to get "something for nothing" they blindly fill out "free trial" forms without reading the fine print or taking time to investigate alternatives.

Taking the high road
But the dizzying array of credit monitoring options provides an opportunity for banks and credit unions to do the public a great service, and turn a nice profit, by educating their customers and offering value-priced alternatives: 

  1. Credit scores/monitoring: Instead of pushing credit monitoring services that are too confusing and too expensive for the mass market, provide customers with their credit score each month, and if it takes a dive, alert the customer and provide the tools to access their credit report to investigate any potential problems (see our post yesterday and note 2).
  2. Identity fraud support: Citibank's Identity Theft Solutions advertising blitz was a nice humorous break from most bank advertising. However, I think it did a disservice by making full-blown identity fraud seem more commonplace than it really is. Consumers needn't be frightened, they need to be careful, they need to understand what to look for, and they need to know where to turn in the event of suspected fraud.

And since most banks and credit unions don't have the resources to provide full-service fraud assistance, turnkey solutions providers have stepped up to fill the need. We are lucky to feature one such company at our Finovate conference next Tuesday in NYC.

Full-service education and victim response from Identity Theft 911
Five years ago, I met the entire Identity Theft 911 team when they were in Seattle making sales calls. It was refreshing to see someone in the identity fraud space taking a genuine interest in helping the end-user out of a jam, rather than simply trying to get them on the hook for a $150+/yr monitoring service. And over the years, I've kept in touch with the company chairman, Adam Levin, as he's worked the trade shows to garner support for Identity Theft 911 and his other company, Credit.com. Adam will take the stage Tuesday morning in NYC to demonstrate the full range of his company's resources to help banks and credit unions make their customers feel MORE secure, rather than more afraid (see screenshot below of AFL-CIO Employees Federal Credit Union's Identity Theft 911-powered services, link here).  

Note:
1. Search performed from Seattle IP address mid-morning on 26 Sep 2007.   

2. For more information on credit monitoring, see the latest Online Banking Report here.

Mobile Banking = Online Banking

If you are looking for a single article that summarizes the current state of mobile banking, check out Karen Epper Hoffman's feature article, Mobile Banking: Where's the Business Case in this month's BAI Strategies. Karen is one of the most important writers in the financial services press, with a rich industry background, and I always enjoy speaking with her and reading her work.

The business case is indeed elusive: Unfortunately, Ms. Hoffman is not able to answer the question raised in the headline. But it's not her fault. It's simply too early to know how the mobile banking business case will shake out. With just a few hundred thousand users out of 200 million U.S. adults, even finding someone who's used mobile banking is difficult, much less figuring out if they'll do expedited payments on the phone or decrease their costly chats with your service rep.  

There are literally hundreds of factors that will determine whether mobile becomes a standalone profit center or is just one more cost center. Many of those factors won't be known until well into the next decade. In fact, we are likely headed towards a convergence of phone, laptop, and entertainment device, that will make the question moot.

But it matters little: Banks have no choice in the mobile matter. Whether or not the business case is made with straightforward fees (e.g., signature debit) or with a bunch of impossible-to-measure intangibles (e.g., online banking), banks WILL support mobile access, just like they support telephone and online today. 

But HOW they support it during the next five years is a matter of great debate and fortunately our upcoming FINOVATE conference (note 1) includes mFoundry the company behind the most high-profile launch to date, Citi Mobile, and MShift, the company that supports more than 80% of all the live U.S. mobile banking programs.

mFoundry
Even after all the hype of the past 12 months, the fact remains that only one bank, and one vendor, have launched a fully downloadable, custom mobile banking app: Citi Mobile powered by Sausalito, Cal-based mFoundry (see previous coverage here). And with a reference account like Citibank, mFoundry is on everyone's short list for 2008/2009 deployments of downloadable mobile banking & payments apps. I've had a chance talk to CEO Drew Sievers several times this year, the last time at the Mobile eCommerce Summit in June, and I look forward to seeing the latest from his pioneering company at FINOVATE.

MShift
While Citibank may have the highest profile launch to date, the vast majority of financial institutions offering mobile banking, 90% or so, use the platform of San Jose, Cal-based MShift. After meeting CEO Awele Ndili in May at a Metavante user conference, we wrote about his amazing hold on the smaller end of the market and listed the 32 clients they had live as of mid-May (here). There have been several launches since then including one of our favorite credit unions, Tech CU, also located in San Jose (news release here). The thing I remember most from my first meeting with Dr. Ndili is how he manages to run simultaneous live demos from 3 or 4 different handsets at time, including a check image on a tiny flip phone screen. It will be interesting to see if he tries to perform that trick on the FINOVATE stage.
 

Note:

1. FINOVATE 2007: DEMOing the Future of Finance includes 7-minute demos from five key mobile players: mFoundry, MShift, ClairMail, Firethorn, and Monitise Americas (see previous coverage here). While the auditorium seating is sold out, we have a few remaining seats available in a 40-seat overflow room down the hall. That room features a great view of the live audio-video feed of the demos. To register, visit the FINOVATE site and click register in the upper-right corner.

One Last Chance for FINOVATE 2007

Last week, we announced that our Oct. 2 FINOVATE conference was sold out, just a month after it was first announced (here). But while touring the venue Friday, we learned that we could use a nearby 40-person room as an "overflow location." The space is right down the hall from the main auditorium and will carry a live video and audio feed of the DEMOs. Those in the overflow room will have an excellent view of the action on screen and will be able to fully participate in the after-demo networking. 

To join 200+ fellow financial services professionals, register by Thursday, Sep. 27, at our FINOVATE website (click on "register" in the upper-right corner)

FINOVATE 2007 Sold Out

Thanks to Serge Van Dam, Head of Marketing at New Zealand-based M-Com, for purchasing the final seat a few hours ago for our Oct. 2 conference. We look forward to seeing everyone in NYC in 10 days.

We have a wait list forming in case we find a few extra spaces during our walkthrough at the venue tomorrow. Please email, finovate@netbanker.com to add your name to the wait list.

For those not attending in person, there should be plenty of news from the conference. More than 20 members of the media plan to attend including American Banker, The Wall Street Journal, The Financial Times, Money Magazine, Yahoo Finance and more.

We're the first financial services conference to proactively court the blogging community, and we're proud to have bloggers from four countries in the room. Plus, we'll have live blogging here. And soon after the show, all 20 demos will stream from our FINOVATE website.

Thanks again for your support.

Online Banking & Lending Tools at FINOVATE

Much of what we cover at NetBanker falls under the traditional "marketing 4 Ps": product, place, price and package. But, there are also hundreds of important things going on behind the scenes that can make or break a company's Web presence. We are lucky to feature two important tools at our upcoming FINOVATE conference Oct. 2 in NYC.

Online Account Opening from Andera
During the past two years, few areas have received more attention within banks and credit unions than the tricky business of online account opening. It's an absolutely critical element of turning a profit online but also an area rife with risk, error, and the potential for turning away potential new business. We are pleased to have Andera on stage, a company we are seeing more and more of as we drill down through the offerings of major credit unions. The company is a major force in online account opening with more than 125 clients including: Alliant Credit Union, Associated Banc-Corp, General Mills FCU, American First FCU, Toyota Federal Credit Union, First Mid-Illinois Bank & Trust, Energy First Credit Union, CSCEFCU, Service Credit Union, and Bank Rhode Island. Its recent alliance with Yodlee (press release here) opens up even more opportunities. We look forward to seeing its account-opening process in action at FINOVATE.

Web-based Collections from Online Resources
I first met Online Resources in 1992, when its national sales rep visited Seattle to show us their cool smartphone-based banking service. I was new in my R&D assignment looking at alternative delivery methods for US Bancorp, and I really thought there would be a market for this hybrid call center/online banking solution. Of course, that was before the Web burst on the scene three years later. Luckily, Online Resources didn't have all its eggs in the telephony-based basket and adapted quickly to become a leader in Internet banking and electronic payments. The company is a two-time OBR Best of the Web winner, in 2003 once for its novel MoneyHQ premium online banking service and via acquisition of InCurrent which, in 1998, took home one of our first awards for its futuristic online credit card management service. 

At FINOVATE, Online Resources will be showing its Virtual Collection Agent. I have not yet seen it in action, but from the briefing it sounds like a smart way to improve actual collection yields while maintaining the customer relationship during a very tricky time. 

Firethorn and Monitise Make Major Announcements

September, October and November are traditionally great months for new product announcements. True to form, at least five major U.S. mobile banking announcements appeared last week. Brandon McGee posts a quick synopsis here.

Of special interest were the announcements by Firethorn/CheckFree and Monitise/Metavante, all of which will be presenting at our upcoming FINOVATE conference in New York City on Oct. 2 (see note 1).

Firethorn
Firethorn ended a relatively quiet stretch with an important announcement, the addition of Ogden, Utah-based America First Credit Union to its mobile banking consortium which includes Wachovia Bank among others (see previous coverage here). The top-10 credit union has more than 400,000 members and gives Firethorn a reference account in the credit union and non-mega-bank categories. The service is expected to go live in early 2008.

We've had the pleasure of hearing the Firethorn story several times, but going into the critical fall marketing period, it will be interesting to hear an update on the Firethorn rollout with AT&T and Verizon Wireless.

Monitise/Metavante Joint Venture
Although disclosed in March of this year, the Monitise and Metavante joint venture was officially announced last week (here). Monitise crosses the Atlantic with mobile banking and payment solutions already widely deployed in its United Kingdom home market under the MONILINK brand. Its client list reads like a who's who of U.K. financial and telecom players: BT Global Services, T-Systems, HSBC, First Direct, Alliance & Leicester, Royal Bank of Scotland, NatWest, Vodafone, Orange, O2, T-Mobile and Hutchison 3G. The JV's Oct. 2 presentation at FINOVATE marks the first time the new entity, Monitise Americas, will be on stage to DEMO the new service expected be available by year-end.

Note:

1. Our FINOVATE 2007 DEMO conference is expected to sell out some time next week, so if you want to reserve a place you should register ASAP at www.finovate.com.

Mint’s Coming-Out Party at TechCrunch 40

Update (8 PM Pacific): Earlier this evening, Mint was named Best Presenting Company at TechCrunch 40 (see here) and took home the $50,000 grand prize. A good first day in the life of the startup!    

Congratulations to Mint on being one of just two financial services startups to win a spot at TechCrunch 40, the tech-startup con-fab in San Francisco that concludes this afternoon. More than 700 companies applied for the presentation slots, and just 40 were chosen. The other financial company was Cake Financial which competes with Zecco, Covestor, and Social Picks, in the "social investing" space, i.e., companies that help users track their investment portfolios and share them with others.

Mint presented in the "Productivity & Web Apps" category this morning and received high marks, scoring a 4.0 out of a possible 5.0 from 67 voters. During the first seven sessions (35 companies), only three have scored higher than 4.0. Mint also received favorable comments from the expert panel comprised of Guy Kawasaki, Esther Dyson, Roelof Botha, and Mike Arrington (blog post here).

For those of you attending our FINOVATE conference Oct. 2 in NYC, you'll have a chance to see a live demo from Mint CEO Aaron Patzer. If you can't wait until then, Mint opened its personal finance app to the public today with a public beta version. Let us know what you think.

Payments Still a Vital Part of Online Banking Success

As a one-time bill payment product manager, I've long appreciated the difficulties of making online payments live up to the hype. It was one of online banking's "dirty secrets" in the 1990s that if you wanted your bill paid quickly, you'd usually be better off whipping out your checkbook and dropping the "ink on dead trees" into the so-called snail mail (see note 1). 

Thankfully, those days are behind us. Thanks to CheckFree, Metavante, Online Resources, MasterCard RPPS, and smaller companies such as iPay Technologies, Billeo Inc., Princeton eCom (now owned by Online Resources), and Yodlee, we have reached the point where most bill payment transactions are fully electronic from consumer initiation to posting by the biller. The paper has finally been wrung from the system, at least on the remittance side. There's still some work to be done on the actual billing statement itself.  

Luckily, we have six of these payment innovators appearing at our upcoming FINOVATE 2007 conference to be held in NYC on Oct. 2, although Yodlee will be showing its online personal finance manager and Online Resources will be DEMOing its virtual collection technology. If you are interested in attending the conference, please register now, since there are only 37 seats remaining. Here's the link.

Billeo Inc.
Billeo is an outside-the-box-thinking online payments facilitator that uses the power of Web-based tools to make it easier for consumers to track and manage all their payments, both at the point-of-sale, and one-time and recurring bills. Blue-chip clients include Visa and Target among others. The Santa Clara, CA-based company won an OBR  Best of the Web in 2005 for its toolbar-based interface. The venture-backed company's innovative streak lands it on the pages of NetBanker quite frequently (see previous coverage here) and we look forward to seeing the next generation of its service at FINOVATE in three weeks.  

CheckFree
CheckFree literally created the market for online bill payment in the United States and has worked tirelessly to help convert what was once a large paper-pushing operation into a finely tuned, almost totally electronic, process. They've been the leader not only in creating a smooth back-office system, but also in smoothing out the rough edges in the payee sign-up process, in the customer interface, and in moving billers towards bill presentment. CheckFree, which closed on its acquisition of platform-provider Corillian just a few months ago, has been swept up by Fiserv in a proposed acquisition pending shareholder approval. Every year the company raises the bar for online bill payments, and I look forward to seeing what they have in store for FINOVATE attendees.

iPay Technologies
We've written about iPay Technologies in Online Banking Report a number of times, but unless you've shopped bill payment providers in the past few years, you may not be familiar with the nimble Elizabethtown, Kentucky-based firm. The privately held, 250-person bill payment specialist now handles payments for more than 1,000 banks and credit unions with a total user base just under 500,000. The company is a full-service provider offering not only bill payments, but also person-to-person payments, interbank transfers, gift-oriented payments, and even old-school telephone bill payment. If you haven't met the management team of iPay yet, you are in for a treat. Dana Bowers and her team are a delight, and I encourage everyone to talk to them during the FINOVATE breakout session.

Metavante
Metavante, wholly owned by Marshall & Ilsley, but on a path to be spun out later this year, is involved in almost every aspect of banking from risk management to loan originations and of course payments and online banking. The company's Products and Services page lists 78 items. I've had the opportunity to participate in its user conference the past three years, and it's mind-boggling to see the breadth and depth of its products displayed in one event. Its latest is a joint venture with leading UK-based mobile-provider Monitise, another FINOVATE presenter (press release here). On Oct. 2, Metavante will be demonstrating its Immediate Payments service, something that customers have long valued. It will be interesting to see how Metavante delivers on this tricky payment capability.

Note:
1. For those of you new to the bill-payment business, the reason snail mail beat online payments was that prior to the turn of the century, the majority of "online" bill payments were actually sent via snail mail, often from remote locations, that took longer to traverse the country than if the consumer had sent it themselves.

Online Personal Finance Heats Up: Part 2

One of the biggest themes at our upcoming FINOVATE 2007: DEMOing the Future of Online Finance (here) is the interesting developments in the online personal finance space (see lineup below).

As we mentioned last week, the race to add personal financial management (PFM) features to online banking sites is just getting started. To some extent, every bank and credit union supporting online banking already offers extensive personal finance functionality. Think back on how the average person managed day-to-day finances prior to 1997: telephone calls, ATM slips, or in my case, the moment of terror once per month when opening the monthly bank statement.

But now that everyone offers base level PFM, the new race is to provide advanced features to hold on to customers, attract new ones, and potentially cross-sell complimentary products such as debt consolidation, mortgage refis, insurance and so on (see note 1). We also hope to see some fee income from the new features, either through elevated checking account fees, or with premium online banking surcharges (note 2). The latter appears unlikely to happen in the United States unless Bank of America starts charging fees.

At FINOVATE we'll see demos from five key players:

  • Two industry veterans, both two-time OBR Best of the Web winners, will be launching significant new versions this fall: Digital Insight (Intuit) and Yodlee
  • Two "class of 2007" new startups: Jwaala (coverage here) and Mint (coverage here)
  • And Geezeo, which recently changed its name and moved aggressively into personal finance (coverage here)

Digital Insight (Intuit)
One of the most intriguing acquisitions in online banking in the past ten years was Intuit's purchase last year of online banking platform provider Digital Insight (see coverage here and here). Everyone expected the merged companies to push hard on personal finance, the core of Intuit's much-admired brand. I've had a chance to see the Personal FinanceWorks and Small Business FinanceWorks demos several times and came away impressed. Combined with the depth of Digital Insight's client base, these products have a chance to become the online banking standard within a few years. Intuit is a two-time OBR Best of the Web winner with its Web-based tax services.

Yodlee
Yodlee
used to be known as "that account aggregation company." But over the years they've worked hard to shed that image and morph into a full-service financial tools provider. The company offers account-opening tools, bill payment services, personal financial management, long-term archives, and, yes, account aggregation, although it's now more integrated with the company's other services, especially its MoneyCenter personal financial manager. MoneyCenter is the engine behind Bank of America's MyPortfolio which helped Yodlee win its second OBR Best of the Web (see coverage here).    

Notes:

1. For more info on online personal finance, see Online Banking Report #132/133 and #142/143.

2. For more info on premium online banking pricing, see Online Banking Report #109.

Online Personal Finance Heats Up: Part 1

The race to become the next Quicken of online finance is heating up this fall with several launches expected before year-end (note 1). At our upcoming new products conference, FINOVATE 2007, you will be treated to live demos of five leading personal finance apps. Three are newcomers: Geezeo, Jwaala, Mint, and two are industry veterans launching new online versions, Digital Insight (Intuit) and Yodlee. Here are brief profiles of two newcomers. We'll look at the other three in part two on Friday.

Jwaala
Jwaala, out of Austin, Tex., made a splash in March when it debuted on Amplify Credit Union's site, winning our OBR Best of the Web award in the process (see post here). The specific feature to win recognition (see note 1) was the personalized RSS feeds available to MoneyTracker users. The natural language search is also a significant improvement over typical expense manager search functions.

Jwaala, which was a finalist in the TechCrunch 20 start-up conference, has also built a simple Google-like, text-based ad server into its MoneyTracker interface. It allows CU and bank marketers to run relevant marketing and educational messages next to transaction data and query results (see screenshot #1 below). Amplify CU, which is an investor in Jwaala, has given the service considerable marketing play with several links on its homepage (see screenshot below) and a series of instructional/marketing videos accessible from the MoneyTracker landing page (here).

Mint
Mountain View, Calif.-based Mint is still in limited private beta, so we can't say much about its online personal finance manager. However, the company says this about itself:

Mint is building a free, simple, and secure personal finance web-app. Designed to be effortless, Mint consolidates your financial life in one place. Easily see how much you have, how much you owe, and where your money goes. Advanced alerts notify you before you bounce a check or forget to pay a bill. Patent pending algorithms even show you personalized ways to save and make more money. If your finances could use organization without effort, Mint is for you.

After putting our name on its mailing list several months ago, we finally received an invitation to its private beta Saturday. I am about to sign up, but since I will be sworn to secrecy, I wanted to finish this post first, so that I wouldn't have to worry about accidentally revealing a feature. As we mentioned in our previous post (here), you can learn quite a bit about the product and the company's outlook by reading the active Mint blog (see screenshot #3 below) which has published 102 articles in its 6-month history, an amazing amount of content for a company that hasn't yet launched its product.

Notes:
1. For more information, consult two recent reports from Online Banking Report: Online Personal Finance and Social Personal Finance.

2. OBR Best of the Web awards are given out occasionally for features that raise the bar in online financial services. It is NOT necessarily an endorsement of the company or its full product.

Exhibits 

Screenshot 1: Jwaala interface showing personalized "marketing bar" (4 Sept 2007)

 

Screenshot 2: Amplify CU homepage with links to Money Tracker (5 Sep 2007)

Amplify CU homepage 5 Sep 2007

Note: Amplify makes great use of video to sell the benefits. Check out the video tour of its "cafe style" branch (on the Amplify homepage here, click on the "play video" button to the right of the branch photo).

Screenshot #3: Mint blog main page (5 Sept 2007)