Wag Launches Online Publication Covering Personal Finance Topics for Dog Fanatics; Startup Aims to Form Bank Catering Exclusively to dog Fanatics

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Wag today launched a new website aimed at the most avid dog fanatics, at http://www.dog-bank.com. Wag is currently an online publication providing unique content on the financial aspects of the dog-oriented lifestyle, and is the first step in what the organizers ultimately plan to turn into a full-service online-only bank for dog fanatics. To celebrate its launch, Wag will make a charitable contribution to a dog-oriented 501c3 non-profit organization.

Wag is the bank for dog fanatics, and covers personal finance issues for the dog-oriented lifestyle

Wag, the Bank for Dog Fanatics

For dog fanatics, money is relevant in their lives because it helps them live the dog-oriented lifestyle they want. Thus, in order to be relevant, banking services must be tools to help them lead that lifestyle.

An organization named Wag today launched a new website aimed at the most avid dog fanatics, at http://www.dog-bank.com. The website is currently an online publication providing unique content on the financial aspects of the dog-oriented lifestyle. The website is the first step in what the organizers ultimately plan to turn into a full-service online-only bank for dog fanatics.

To celebrate its launch, Wag will make a charitable contribution to a dog-oriented 501c3 non-profit organization. Non-profits are invited to submit brief video nominations, and Wag will let its readers vote on their favorite non-profit to determine which organization will receive the contribution.

Tribed (http://www.niche-banking.com), the organization behind Wag, says its goal is to make financial services relevant, by providing banking member experiences that are tailored to extremely narrowly defined member segments who share passions. Partnering with an FDIC-insured financial provider to power the back-end banking operations, Wag will be the sole member experience interface the dog fanatic members interact with.

Jeff Stephens, founder of Wag and Tribed, and fellow dog zealot, says Wag is not for casual dog fans; rather it's for fanatical dog lovers. “For many people, their lives revolve around their dogs—or dogs in general,” Stephens said. “For these people, money is relevant in their lives because it helps them live the dog-oriented lifestyle they want. Thus, in order to be relevant, banking services must be tools to help them lead that lifestyle.”

Wag's vision is to create a small, tightly knit community of passionate dog fanatics, all engaged deeply in the dialogue surrounding the many financially related facets of the dog-oriented lifestyle. All members of this community—from the bank's members to its employees—will share this fanatical passion. Member service calls will be fielded by passionate dog fanatics on the phones. Products and services will be designed as appropriate to a dog-oriented lifestyle. Wag will support dog non-profits, donating a portion of its proceeds to the organizations, and will support events and causes. “A traditional, brick-and-mortar financial institution would never—nor could it ever—create a banking experience hyper tailored to dog lovers like Wag will,” says Stephens.

The company is currently building an opt-in list of dog fanatics who are interested in reserving a member spot when Wag's banking services are available. While taking unlimited reservation requests, Wag will limit initial membership to 1,500 in order to maintain the highest quality group of ultra-engaged dog fanatics.

Articles on Wag's website—written by dog lovers, for dog lovers—cover the hundreds of personal financial angles on the dog-oriented lifestyle, from saving money on everyday dog care purchases, to evaluating pet insurance, to starting a dog-oriented business, to cost-effective ways to travel with a dog, and much more.

About Wag
The company, which maintains an advisory board of Portland, Oregon-based dog business owners, dog non-profit directors and volunteers, plans to have banking services operational by early 2013 for Wag members. For more information, please visit http://www.dog-bank.com.

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