Picking the Winners at FinovateStartup09

Analyst: Bill Bradway

May 6, 2009

On April 28, 2009, 57 financial software startups convened at FinovateStartup09 in San Francisco to show off their latest solutions. The conference format provided 36 of the startups with a seven minute live demo session. All of the startups had a booth in the exhibit hall to meet with the attendees to answer questions and stage additional demos. These startups covered a wide range of solution capabilities across eight primary solution categories, both direct to consumer and business-to-business. Financial institutions and FinTech vendors should consider these startups as either potential point solution tools to expand their respective capabilities, potential threats to their online franchise, or irrelevant. The 300 or so attendees voted Silver Tail Systems, Prosper, BillShrink, and SimpliFi as the “Best of Show” winners.

This analysis identifies the five vendors/solutions that are most likely to succeed commercially based on the startup’s business model, the solution(s) projected success in acquiring customers and generating enough revenue to become profitable. This analysis provides a short list of the five startups that are most likely to become a commercial success. The criteria for selecting these five startups is based on an analysis of their respective business model – solution focus and its likelihood for building a strong revenue stream and end user franchise in financial services. All of the winners have solutions that appeal to financial institutions or FinTech vendors. Readers should understand the answers to the following questions:

• What are the key factors that correlate with their projected success?
• What are the adoption characteristics for these five startups?
• What will their impact be on financial institutions and FinTech vendors?
• Will any of these startups survive and mature as independent companies?

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