Steven is on stage. Cake did a good piece of PR a couple of months ago when they launched an application on FaceBook. Their goal is to help American investors to manage and invest their money themselves. He demoes his homegrown aggregation platform. "You can see all your stuff in one place."

They bring all their transaction history up to 10 years, in real time they calculate your average annual returns. You set up your account in only 2 minutes. The interface looks quite sleek. They calculate your risk for you; you can display them by category, by holding. They use their own proprietary algorithm.

I was particulary interested in how they are leveraging their community: "Community with credibility." Steven didn't have too much time to demo all the features, but he showed us the real time alerts, and started to talk about the cake tick feature and collective wisdom.

Steven was the second presenter to talk at least 30 secs past the five-minute limit.