Great analysis, very valuable -- thanks to Marc for taking the time to do it. The points about the Yodlee tradeoff and focusing on the use case that required a

Great analysis, very valuable -- thanks to Marc for taking the time to do it. The points about the Yodlee tradeoff and focusing on the use case that required a lot of work from people are very insightful. I agree with the others here that Mint's name and design played a huge role in its success. Years ago somebody mentioned Wesabe to me and from the way the name sounded I couldn't find it on a quick web search, I gave up. When I eventually saw the site my reaction was "looks complicated". By contrast Mint was easy to find and looked very easy to use.