Pity the "affluent Americans." With financial futures too complex to be forecast or planned by Quicken or Mint, but with insufficient resources to get top-flight financial planning from a wealth management firm like Goldman Sachs, these (approximately) 15 million households are woefully underserved.
That's the start of the pitch from Personal Capital, a new financial adviser firm with a strong, free online financial management app. The founders I talked with, ex-Intuit execs Bill Harris and Jim Del Favero, told me that most financial planning tools just don't sell. Harris said, "I built a tax planning tool twice. It sold practically zero, both times."
So he's trying to build instead a "complete solution" for the connected, sort-of-high-net-worth consumer: a product that gives Mint-like ease of use and information, but with a focus on giving these users grown-up insight. In particular, Personal Capital shows you your investment allocation across all your accounts, so you can see if you're, for example, too heavily invested in U.S. stocks vs. emerging market stocks, bonds, currencies, and so on.