A start-up called Inlet Inc. has launched Boulevard R, a Web site for small-business owners, in partnership with Advanta Corp., a specialist in issuing credit cards to small businesses.

Matt Iverson, Inlet's chief executive, said Boulevard R delivers customized financial advice to users.

The San Francisco company is targeting young professionals and small-business owners in Generation X who are comfortable with the Internet and fit into the "lower mass affluent" category, with income of $100,000 and investable assets of $200,000.

The site went live Tuesday. It is an example of how Inlet can work with partners like Advanta to reach targeted customers, Mr. Iverson said.

Inlet works with financial planners to provide "comprehensive planning," Mr. Iverson said at the Finovate 2008 conference in New York, hosted by Online Financial Innovations, the publisher of the newsletter Online Banking Report and the NetBanker blog.