Just 12 months ago, most consumers feared entering a credit card number on the Web. While those concerns have mostly been overcome, it’s a much different situation when you ask someone to enter their entire financial history into a Web form, especially if you are an unknown entity. Although, we are surprised at how many will do it. Case in point: prior to its Web site overhaul the first week of May, GetSmart www.getsmart.com provided few details about the company, no privacy statement, and little else that would help a user determine whether the company was legitimate. Despite these drawbacks, during the last three months 114,000 consumers turned over private financial details to the company in the hopes of getting a good deal on a credit card, mortgage or car loan. But we think GetSmart could have done even better had they addressed some of the consumer concerns listed in the following table: (Note: GetSmart’s new Web site now includes a prominently posted privacy statement.)

How to Overcome Online FUD*

* FUD = fear, uncertainty and doubt