About.com Launches Personal Finance Site

The more financial education the better.

Screen Shot 2016-09-07 at 10.45.15 AMIAC-owned About.com is getting into the personal finance game with the launch of The Balance, a site dedicated to educating young people about money.

The Balance—About.com’s second standalone brand after health-focused Verywell.com—will feature content on everything from buying a first house to picking stocks.

Giving The Balance some editorial backbone is Jean Chatzky, a personal finance expert, published author, financial editor for the Today show and host of the HerMoney podcast. Chatzky has joined the site as a senior editor.

About.com’s CEO Neil Vogel said The Balance is an indication of where the company is headed.

“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,” explained Vogel, in an announcement. “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.”

(Editor’s disclosure: I work with Chatzky on freelance projects and my wife was previously employed by her.)