A new direction

Boulevard R has made a pretty significant adjustment in how we approach financial planning. Up until about a month ago, we were focused on retirement planning. But over the course of talking with users, experts, friends and strangers, we came to the realization that what consumers are more focused on are their immediate financial goals.

At FinovateStartup we launched our new approach: creating personalized financial plans prepared by independent Certified Financial Planners™ to help non-wealthy consumers reach their financial goals. We figured that the rich had enough people fighting with each other to serve them, but that those with less than $500,000 in investable assets didn’t have a lot of options when it came to unbiased financial advice.

Since then, we’ve been getting some positive reviews about how we’re approaching financial planning. Not only from financial planners who are frustrated with an industry business model that relegates them to serving only wealthy clients, but analysts are also interested in what we’re up to.

Here’s what a senior analyst from Aite Group wrote in his assessment of how Boulevard R stacked up within the category of companies we presented with at FinovateStartup:

“Investment analysis/planning.
By my count, there were eight firms that fell into this category, including Boulevard R, Zecco, Cake Financial, Motley Fool CAPS, Invesra, Money Pools, Trade King, and Vestopia.

My take:
…I’ll tell you who I’ll be watching in this space: Boulevard R. While they offer an assessment approach not too unlike the Wells Fargo and ING approach I criticized here, what distinguishes Boulevard R’s approach from the big firms was the apparent level of detail in the plan that’s produced (I say apparent because they flipped through the screens too quickly, which was understandable given the time constraints)…

We’ve also been getting a bit of press from InvestmentNews and TheStreet.com:



We’re now turning our focus to improving the online dashboard so that consumers can get expert advice on how to complete their Next Steps and reach their financial goals. If you have any thoughts on how we can make Boulevard R better for you, we’d love to hear from you. You can email us at support@boulevardr.com

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