Personal finance is an area that has been bombarded by start-ups, but it appears that the sector is fragmenting to satisfy various niches.
There’s a website called DailyWorth that describes itself as “a community of women who talk money”, acting as a go-to source about personal finance.
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“Like Weight Watchers to dieting, and Cliff Notes to literature, DailyWorth makes complex financial concepts simple,” the website says.
The site, founded in 2009 by Amanda Steinberg, was born out of the realisation that women need solid advice, dished up in their own language, to get on top of their personal finances.
“DailyWorth seeks to empower women around the topic of finance… by providing an open and honest community of women who talk money,” the site says.
Last year, DailyWorth raised $850,000 from a host of investors. In January, it added an additional $2 million to the kitty. Does this suggest niche finance sites are in high demand?