The award-winning Mint is the leader in the free online personal finance applications space. Mint was part of the lineup at the first Finovate in NYC. Aaron executed another excellent demonstration. It takes two minutes to set up, and you can receive alerts by email or text. The key strength of Mint is to make personal finance easy.

I am quoting Aaron: "Mint looks cool!" Their user interface is extremely intuitive. Aaron demoed a few recent additions such as "the world's easiest budgeting system," and spend-space which enables you to compare your spending with other Mint members). I liked Aaron's example: he showed us how much he was spending on coffee every month, and compared it to the average spenders in San Francisco and Seattle.

You probably know that Mint's business model is to make financial product recommendations. Mint has signed up about 40 advertisers - among them, all the major U.S. credit card issuers. In the future, they plan to expand in several verticals such as student loans. At the end of his demo, Aaron was proud to show how they flag the charges from banks, and the impact Mint will have on the industry. Good delivery Aaron. And cool product.