SigFig Partners With Yahoo Finance To Power ‘My Portfolios’

SigFig, a startup that tracks your investments and provides Mint-style graphics and recommendations, has reached an agreement to provide the technology for the “My Portfolios” section of Yahoo Finance, according to a source with knowledge of the partnership.

SigFig declined to comment for this post. I also reached out to Yahoo and will update if I hear back.

I haven’t heard too many details about how the partnership will work, but I’m guessing it won’t be too different from the startup’s recently launched integration with USA Today, where you can find a portfolio tracker that’s “powered by SigFig” embedded in the newspaper website’s┬ápersonal finance section, which includes the full SigFig functionality.

So when the integration goes live, Yahoo’s portfolio tracking page will probably start looking a lot more like SigFig. This is a big win for a product that only launched in May of this year (the company itself is older). In fact, it’s probably an even bigger deal than the USA Today partnership, because according to comScore, Yahoo Finance remains the most popular site for business-finance news and research.

It’s also a nice shift from the team’s old guise as Wikinvest, a financial news and data site that was being pitched as a direct competitor to Yahoo Finance. With SigFig, it seems that the startup isn’t trying to challenge stablished sites like Yahoo, but instead partnering with them to build its audience.