Summary
Fidelity Investments is launching a new home page more akin to Yahoo! Finance or SmartMoney.com than to any other financial services firm's home page. Fidelity.com will feature hundreds of news stories daily, commentary from independent financial columnists, and personal finance tips and tools. The redesign won't turn Fidelity's Web site into an investor destination rivaling media sites like The Motley Fool or CNNMoney.com, but Forrester believes that the new content will earn the loyalty of Fidelity clients. If Fidelity executes well, it can pioneer a new distribution model that other large financial services providers would be compelled to follow.
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