It looks like we are just days away from the launch of the first Geezeo-powered private-branded online PFM. Fifty-thousand-member Stanford Federal Credit Union, one of the first financial institutions in the world to offer Internet banking in the mid-90s, has been promoting the soon-to-be-launched personal financial manager for several months.

The service, called MyMo is currently in final testing with SFCU employees. It will run both online (screenshot 1 and 2, below) and through a mobile app (inset).

MyMo has been the lead story in the CU's in-house newsletter for two months running (see screenshots 3 and 4). In November, the service was said to coming "this month." Then in December, it hedged with a "coming soon" message. There's still no specific info on when MyMo will launch, but there's a promotion running on the middle of the SFCU's homepage and Facebook page (see screenshots below), so it must be soon (note 1).  

The future: While private-branded online PFM is not new, Bank of America has several million users of its Yodlee-powered solution, the concept appears to be gaining momentum. Intuit/Digital Insight are now powering hundred of FIs while Wesabe and Jwaala have also made in-roads into the CU world. We'll see lots of innovation in this area in the coming decade (see note 2).

1. MyMo desktop: Dashboard view (link)

2. MyMo desktop: Add a goal

3. SFCU's November 2009 newsletter (link)

4. SFCU's December 2009 newsletter (link)

5. SFCU homepage (17 Dec. 2009)

6. SFCU Facebook page (link)

Notes:
1. While I think it makes sense to run a teaser campaign for a new product, SFCU should provide more detail on when the service will launch and why it's been delayed. Members want the service to be fully tested, so they won't mind waiting a bit longer as long as the CU is upfront with them about the timing.
2. For more information on the PFM space, see our Online Banking Report on Personal Finance Features.