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About.com Launches The Balance

Tuesday, September 6, 2016 - 09:30

New York, September 6, 2016 — Today About.com unveiled its new brand, The Balance (thebalance.com), a personal finance site built to empower users to be smarter with their financial lives. The Balance is the second stand-alone media property from About.com, following the recent launch of its health and wellness brand, Verywell.

Featuring more than 34,000 pieces of content written by 70 Expert writers, The Balance simplifies and demystifies financial information and advice. Clearly organized around the topics of personal finance, investing, money hacks, career advice and small business tips, The Balance empowers thoughtful financial decision-making for all phases of life, from building a career and buying a home, to planning for college and saving for retirement. The Balance has also added its first senior editor, Jean Chatzky, the financial editor for NBC’s, “Today Show” and author and host of the podcast, “HerMoney”.

The Balance approaches personal finance with openness and warmth—a credible and accessible refuge in a marketplace filled with financial jargon and a formal manner. And, relative to traditional personal finance sites, The Balance’s audience features millennials and women as a disproportionately large percentage of users. “With our clean and modern responsive design, unique editorial approach, and proprietary data tools that leverage years of insights, we attract audiences beyond what’s available on other finance sites,” said Neil Vogel, CEO of About.com.

The Balance launch is the next step in About.com’s continuing evolution into a vertically-branded premium publisher. “We’ve bet on a future in which vertical content reigns, and so far we really like the results - consumers have responded incredibly well to our new products, and advertisers are excited about our combination of data, scale and unique vertical brands,” said Neil Vogel, CEO of About.com. He added, “For the past 20 years, About.com has helped consumers make decisions, answer questions and solve problems, and The Balance is a great example of how we intend to help people for the next 20 years.”

About The Balance

The Balance (thebalance.com) simplifies and demystifies personal finance by delivering clear, practical advice to strengthen consumers’ lifelong relationship with money. As a top-15 personal finance site, The Balance makes money personal by providing friendly and easy-to-understand financial information so users can earn more, spend smarter, invest well and build a more secure future. The Balance is an About.com brand.

About About.com

About.com is reimagining the way people find expert advice and answers online. Through its premium vertical brands including Verywell, The Balance and its namesake About.com, we help millions of users answer questions, solve problems, and find inspiration on topics they deeply care about.

About.com is an operating business of IAC (NASDAQ: IAC) and part of IAC Publishing, IAC’s premium collection of digital publishing brands.

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