About.com launches The Balance, a personal finance website for everyone

In a adventure to dismantle itself and become more relevant in the 21 st Century, IAC-owned About.com is propelling another standalone horizontal in the form of The Balance, a personal commerce website tailored to todays millennial.

The Balance is focused on representing personal busines easily understood , no matter where you are in life. The website will launch with more than 34,000 bits of the information contained written by 70 columnists, all organized under the topics of personal finance, devoting, fund hackers, career suggestion, and small and medium-sized companies tips.

There are plenty of personal commerce websites out there that clothe various parts of the market, but we dont reflect anyone caters to the same sell as we do, said About.com CEO Neil Vogel. Most of our challengers gratify rigorously at the very highest net worth parties, but we want to help everyone get better at earning, saving and investing their money.

About.com hopes the website will help users approach the large-hearted decisions in life, like buying an Engagement Ring or a first house, without all the formality and business gibberish of other sites.

The Balance isnt About.coms first standalone symbol. In late April, About launched Verywell, a state and wellness site meant to combat WebMD with practical state and nutrition advice.

But Verywell and The Balance are just the beginning, according to the company.

About.com propelled the whole way back in 1997, and although it is has immense SEO and troves of advice-based content, it doesnt have a firebrand that relates to todays internet user.

These periods, the internet is fragmented into highly targeted websites, concentrate on a specific topic with a unique enunciate. Despite the wide and caliber of About.coms content, its long required a prettier outfit.

With the launch of standalone firebrands, that same content is more organized, easier to conclude, and placed under a better environment where it belongs as part of a greater narrative.

Nobody wants to get personal busines recommendations from the same site where they learned to cook a pasty, said Vogel.

Vogel went on to explain that there was a slight plunge in traffic during the transition from About.com to Verywell, as Google was figuring out the SEO switch to a new discipline. However, Verywells traffic is now up 25 percent from what it should be on About.com Health.

If The Balance can play as well, About.com could be in a strong position heading into the new year with plans to launch brand-new standalone sites.

But these starts arent without their defies. Vogel explained that company culture is the biggest casualty of these changes, with works toiling extra hard to launching a brand-new website simply to pick up and start work on the next one.

That said, the companys advertise pipeline is 2x what it was last year, which is a good motivator to keep up work on the new sites.

You can check out The Balance right here.

Read more: https :// techcrunch.com

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