Recently launched personal financial site About.com wants to help adulting Millennials. Their new vertical The Balance caters to their 18-34-year-old users, who skew female, with advice for big financial decisions like buying insurance and planning for retirement. The site “looks a little like a finance site, but [is] so much nicer and friendlier,” thanks to a clean design, minimal ads, and about 34,000 articles on topics like money hacks and career advice. (Digiday)
