Under a partnership with AOL Time Warner Inc., the ING site, www.ingmoneymentor.com , will feature items such as editorial content from AOL Time Warner’s business magazines and feature film clips, according to a Dow Jones report. The idea is to provide entertainment along with sound advice to help less-sophisticated investors with their financial planning, said Tom McInerney, chief executive of ING Americas. ING’s target audience is affluent consumers with $100,000 to $1 million to invest.
The site, which goes live Monday, uses movie clips to direct investors through a series of questions designed to personalize financial information. For example, MoneyMentor uses clips from Michael J. Fox’s 1991 hit “Doc Hollywood” to discuss 401(k) rollovers while Academy Award winner “Chariots of Fire” comes in during a discussion of retirement strategies.
Mike Kelly, president of AOL Time Warner Global Marketing Solutions, told Dow Jones that a number of financial services companies have agreements to use branded content from its business magazines – Money, Fortune and Business 2.0 – but that no company is using its entertainment the way ING is.