Welcome FiLife.com!

FiLife.com, a new personal finance site with impressive features, staff, and backers, launches this week.  We appreciate its inaugural hat-tip to RethinkingMoney, and are proud to be contributing to the site!

 

FiLife is a joint venture between internet holding company IAC and Dow Jones, owners of the Wall Street Journal, Barrons, and related blue-chip financial publications. After many months of development, www.FiLife.com went into its "public beta" phase on June 11.  This means that for the next few months, the site will continue its development live and online through a highly publicized official debut later this year. Reuters reports on the FiLife launch this week.
 
I have followed this project with avid interest since hearnig about it last year. They have the talent, the financial backing, and the impressive content--including exclusive rights to large swaths of Dow Jones's excellent personal finance coverage--that will allow them to make a big splash in the personal finance space in short order.  Even more impressive, they have committed themselves to helping people find the best match between product and specific need--whether or not those products generate revenue for their site.  Above all, it's this committment to objectivity that makes me so excited about filife's potential.  So excited, in fact, that I recently signed on as one of several "finance gurus."  In that role, I'll be answering questions, reviewing products, and generally contributing to the content on the site as an independent contractor.  
 
Early confirmation of FiLife's commitment to objectivity arrived today when they posted their excellent blog entry on the PenFed balance transfer deal I discussed here . As of now, Penfed doesn't advertise or do affiliate links.  But instead of favoring an inferior balance transfer offer that might have generated immediate revenue, FiLife opted to put its readers first by promoting the best offer they could identify--and then were gracious enough to credit RethinkingMoney in the process.  While this is only one early instance, it bodes well for their credibility, and it reinforced my decision to ally with them.
 
Welcome to the online personal finance community, FiLife!  Our staff wishes you the best, and we will be cheering you on as you approach your official rollout.