a personalized, holistic view of their finances

* Real-time, forward looking, personalized financial guidance based on customer profile, income, spending patterns and preferences

* Easy to use guidance for the non-expert, tailors itself to user’s level of sophistication

* Encourages what-if analysis to avoid bad decisions

* Cloud-based service with attractive, intuitive user interface that is both visual/graphical and textual

Consumers need help:

* Using a tool like Mint to see where the money went doesn’t help consumers manage it better,

* Consumer find out that they made a mistake by spending this money, but after they have already made it

* Consumers need help deciding what cards and loans to pay off, how to borrow wisely, which offers to accept.

* Financial decisions like buying a house have implications that are personal and dependent on a particular consumers financial situation; most online calculators dont even come close in assessing the true impact

Our goal is to build one application with many different faces: once the system knows a bit about the user, what the user will see will be relevant to their needs. So if the user is relatively inexperienced, they will get the coaching they need. If the user is an expert, they will be able to go quickly to the tools and features of interest to them.