Announcing Poseidon Financial

I’m excited today to announce the official launch of Poseidon Financial, a company I’m co-founding along with Jimmy Atkinson and Andy Hagans.

Poseidon Financial will run a network of five targeted sites in the investing vertical: FundReference.com, DividendReference.com, AllEmergingMarkets.com, ETFReference.com, and FixedIncomeDatabase.com.

Our goal is simple: on each of these properties we will produce data, tools, analysis, and commentary that makes it easier to be a smart and informed investor. We’re launching today with just a few pieces of content on each site, but are hard at work on a number of products that will roll out over the coming months.

Approach to Poseidon

I’ve been lucky to be surrounded by really great teams everywhere I’ve worked, but I’m especially excited to be working with Andy and Jimmy again. We’ve all learned a lot since we launched ETFdb.com six years ago (and a few less successful ventures in the years between), and we’re all determined to make Poseidon Financial into something that makes a difference — however small it may be — in the lives of our users.

We’re doing things a bit differently this time around. Instead of rushing to get products out the door, we’re taking the time to discern what is essential, set aside whatever isn’t, and thoughtfully execute on what is. The clean site designs — complete with some beautiful logos — are the first fruit this approach has yielded.

screenshot

I’ve always loved the Abraham Lincoln quote “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.” Now I’m trying to live it. We’re confident that this approach will lead to better products, better sites, and a better user experience.

The rest of the Poseidon Financial team includes a talented developer, and a couple of extremely smart advisors and investors. The dream team has been assembled, and now we’re getting to work.

Part of starting a new venture is getting back to basics, so I’ve been doing a lot more writing than I have in the past few years. Here’s the part where I shamelessly plug some of what we’ve been working on:

If you have any thoughts, ideas, or complaints, I’d love to hear them. Thanks for reading, and for your interest in what we’re building.

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