Financial DNA, LLC Begins Assembling Strong Team to Discuss Internet Financial Services at its November 9th, 2005 Industry Conference

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On November 9, 2005, Financial DNA, LLC will be holding its 3rd Financial Technology 2005 theme conference on the subject of Internet Financial Services.

On November 9, 2005, Financial DNA, LLC will be holding its 3rd Financial Technology 2005 theme conference on the subject of Internet Financial Services. Key concepts associated with this event will include: 1) Improving Financial/Real Estate Decision-Making, and 2) Lowering Financial/Real Estate Transactions Costs.

Financial DNA, LLC conferences bring together investors and industry participants interested in expanding their knowledge of Financial Technology innovations and meeting with industry leaders. Its conference on Internet Financial Services will address some of the more important innovations to come along in Web Finance since the mid-1990s, namely: Lead Aggregation, Content Delivery Channels/Specialty Transactors, Credit Profiling, and Small Business Financial Services. These new approaches to connecting consumers and small businesses with financial suppliers have invariably improved the quality of decision-making, lowered financial transaction and opportunity costs, and reduced risk exposures particularly among new Web transaction sets.

HouseValues, a publicly-traded Real Estate Lead Aggregator, is a confirmed participant and represents a vivid example of a new entrant driving change in real estate. As we see it, its model has brought rapid and unambiguous improvements to one of the largest but most intractable segments in the financial economy.

Through its uncommon Web advertising approach, HouseValues generates leads for qualified real estate brokers who otherwise must rely upon personal relationships and word-of-mouth recommendations for new client generation. Each referral is monetized through what is now an accepted practice of lead generation.

In our opinion, lead generation is still relatively new economic construct to financial services and for this reason, the number of new innovators thrives. For example, for each entrenched player -- like Lending Tree, one of the earliest lead generators, which moved to safer havens after being acquired by IAC/Interactive Corp -- a new startup can readily be found to fill in. One such example is Reply.com, a potentially major upcoming force in the consumer financial lead aggregation business.

Beyond HouseValues, additional confirmed speakers include: BuySafe, CashEdge, HouseValues, ID Analytics, InsWeb, Online Resources, Stewart Title and many more.

More details on the conference can be found at http://www.financialdna.com under Internet Financial Services 2005.

Media Contact:

Gary Craft

415-661-9443

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