www.boulevardr.com

HQ Location: San Francisco, California
Product Being Demoed: Boulevard R
Product Launched: Today!
Metrics: Not available

How they describe themselves:
Founded in April 2006, BoulevardR.com provides unbiased, actionable and comprehensive advice to help people reach their financial goals. Designed to make financial planning engaging, BoulevardR.com walks users through a step-by-step process that makes independent advice accessible for the non-rich. The advice, which is prepared by a qualified Certified Financial Planner™ and documented in a Boulevard R Roadmap, outlines users' next steps for a secure future, as well as strategies to grow their savings. BoulevardR.com then keeps their Roadmap up-to-date as their situation changes.

What they think makes them better:
Unlike banks and brokerages that sometimes promote their products first and put their customer's interests second, Boulevard R is an advice-only service without the conflicts of interests. The visual interface is backed up by serious technology and draws from the best practices used by leading independent financial planners and behavioral economists. Instead of just offering advice on investing, Boulevard R provides a comprehensive analysis, while also providing community features like Ask a Planner, Tips and Groups.

Executives: Jon Iverson (Co-Founder and Chairman), Matt Iverson (Co-Founder and CEO)

Investors: Self-funded

Customers: Boulevard R was created to help the millions of Americans who can't afford ongoing independent financial advice. We're focusing on Generation X consumers, who are dissatisfied with the current advice offerings from their banks and brokerages.

Advisors: Dar Ariely (Professor at MIT's Sloan School of Management and MediaLab; Author of Predictably Irrational), Bernie Newcomb (Co-Founder of E*Trade)

Contacts:
Business Dev. & Press – Matt Iverson, CEO, matt@boulevardr.com, 415-250-6727
Sales – Jon Iverson, Chairman, jon@boulevardr.com, 707-481-1845