Thursday, September 20, 2007 - hard sell


Mint is a personal finance application that lets users track and monitor their financials in one place without the need of routine maintenance or accounting knowledge. It requires users to put in their username/passwords of banks/credit cards to pull down customer info. It does necessary number crunching and reports analysis of spending/savings and suggests ways to save money.

I decided to give it a test and half way through, I backtracked - I am not sold out on security. Yes, they use similar security measure as other big financial institutes - but its not just technology that helps customers gain trust - its the brand value of the institute itself. And Mint being new kid on the block no where compares to mentioned names like Fidelity and likes in brand value.


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