To me, the larger story is about risk. A lot of people here, if directed to build a personal finance startup, would go about it in much the same way that Wesabe

To me, the larger story is about risk. A lot of people here, if directed to build a personal finance startup, would go about it in much the same way that Wesabe did. Launch early, attempt to build a community of enthusiasts, and grow the site organically (through word of mouth) as opposed to advertising. This is the time-honored way, and a lot of startups have succeeded by it. What did Patser do? He went and dropped $2 million on the domain name before he even had a single user, and then inked a sweetheart deal with Yodlee to gain an overnight technical advantage on the competition. He spent money on advertising, artwork, and design. (Interestingly, the claim that Mint spent $1/user conflicts with something I read earlier: http://www.slate.com/id/2228846/ http://www.slate.com/id/2228846/. Not sure where the truth lay.) He did everything that the 37 Signals / MVP crowd says you shouldn't. I'm not criticizing, but in their pursuit of instant profitability / dislike of VC money, they sometimes seem to lose sight of the value of gambling big. Patser took risks, and the market rewarded him for it.