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In recent years, personal finance websites like have become increasingly popular as consumers look for ways to integrate their personal finances into one location. One site, Rudder, closed this month.

For financial institutions, the loss of another personal finance website presents the opportunity to reach customers and members by offering personal finance management (PFM) tools through the institution’s online channel. Many banks and credit unions already offer such tools from companies such as Intuit Financial Services, Fiserv, FIS, Online Resources, and Yodlee. Mark Schwanhausser of Javelin Research puts Rudder’s demise and the opportunity for financial institutions in perspective:

“It is a mistake to interpret Rudder’s demise as evidence that consumers don’t want PFM capabilities. They do, as our upcoming PFM report drives home. They hunger for a better way to see all their accounts consolidated in one place, and banks and credit unions are the logical place to do so. Banks and credit unions that recognize that will win the real battle: to become a consumer’s primary FI.”

Schwanhausser’s full blog post can be found here. Is your FI offering PFM tools to users? Let us know in the comments section below.


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James W. Gabberty

Gabberty is a professor of information systems at Pace University in New York City. An alumnus of the Massachusetts Institute of Technology and New York University Polytechnic Institute, he has served as an expert witness in telecommunication and information security at the federal and state levels and holds numerous certifications from SANS & ISACA.

Marisa Mann

Marisa Mann brings over 15 years of experience in consulting and financial services industries to the Solstice team, working on large scale enterprise initiatives across many technologies, including specializing in the digital space – Internet and mobile. Mann is passionate about mobile and the endless possibilities for the enterprise, delivering business value through strong brand recognition and driving to excellence in the consumer experience. Prior to Solstice, Mann worked at JP Morgan Chase, Diamond Management and Technology Consultants, Washington Mutual, Inc, and Accenture.

Brad Strothkamp

Zachary Ehrlich

25-year-old writer, and as a native San Franciscan, I am unreasonably loyal to Bank of America, if only for their superhero-like origin story, involving the 1906 earthquake and Italian fruit vendors.