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FT Launches Personal Finance Site

The Financial Times launched its personal finance site FTYourMoney.com, on Thursday.

The company says it has organised the new content around "life events" rather than product offerings.

The new site is intended to make the managing of family finances easier, with plenty of personalised, practical guidance. It offers in-depth product and provider tables, interactive calculators, breaking news, comment, and action plans tailored to each user.

"Nearly all personal finance information providers focus on the products rather than looking at where you are in your life and what is most suited to you," said Nic Cicutti, head of content, FTYourMoney.

"According to the National Consumer Council, nearly 13 million adults feel strongly that it's difficult to find truly independent financial advice. FTYourMoney.com understands the events and issues in people's lives such as moving in with a partner, having a baby or planning for retirement, and aims to help guide people through their financial decisions."

Nic Cicutti was formerly The Independent's personal finance editor and to help him at the FT he now has a commercial team with e-commerce expertise.

The big claim being made for FTYourMoney.com is that it is "genuinely independent." It says it will help users spot and sidestep unfair practices while leading them to where the genuine bargains are to be had.

"With FTYourMoney we think we can shake things up a bit and inject some new energy and new ideas into the personal finance market while putting forward a process that is very much FT in its core values of objectivity and trust," said Zach Leonard, executive director Business and Operations.

In the coming months, FTYourMoney.com promises to add many more features to become the top personal finance Web site in the UK.