Will HelloWallet transform online financial advice? - BusinessWeek

Even in good times, it can be tricky to navigate the waters of personal finance. And yet, amid the devastation wrought by the Great Recession to investment and college-savings accounts—not to mention dashed vacation dreams and retirement goals—only a fortunate minority of Americans with substantial incomes have access to a trusted financial adviser.

Despite the popularity of online financial sites and the offerings of many employers’ human resources departments, most workers have nowhere to turn for independent comprehensive advice on the best methods and places to save and invest. Online sites often have arrangements with banks and lenders who offer "bounties" when consumers sign up. Employers, too, offer services that are sometimes hard to navigate or understand, focus primarily on retirement rather than other financial needs, and are linked to particular providers who may not offer the best deals to employees...