Our Target Audience:
We're looking for Do It Yourself'ers. They are comfortable using a computer and the internet, they are more confident in themselves than in the standard channels.
They are probably saving money towards their retirement, are in the middle to late parts of their careers. Probably educated (college degree of some sort).
They don't have a pension plan. They don't have a trust fund. But they have saved up some money ($50,000 to $500,000).
Alternately they were very close to retirement and are going to have to postpone their retirement based on the recent losses in the stock market (and their retirement portfolios).
They are more "Can Do", but also more skeptical than average. They are tired of being fed a line of crap from their financial advisers.