Finovate Startup Showcases Nifty New Web-Based Financial Services

Many Web-based personal finance managers do a great job of aggregating account information, tracking your spending, and helping you create a budget so that bills get paid. Simplifi has the bigger picture in mind: Give it detailed information on your income, debt, assets and goals, and it will put together a long-term financial plan.

Designed for middle-class customers who don't have extensive background in finance, Simplifi pleases in part through its attractive design and in part by avoiding jargon and using plain English: For example, during setup you're asked to input information about things you own (that is, assets), things you owe (debt), and things that grow (investments). If you prefer audio tutorials, Sophie--an animated "virtual financial advisor"--is always at hand on the upper right of the screen.