It only took a couple of months for consumers to flock to BBVA's white-label offering of online personal financial management tools - further bolstering the argument for PFM as a major new appendage for online banking.

"PFM's critically important, it's a vision of the future of online banking," says Emmett Higdon, a senior analyst at Forrester Research focusing on e-business and channel strategy, who says that about 50 percent of the banks the research firm talks to are interested in PFM, a dramatic expansion from the early days of 2006 when BofA first used its Yodlee-powered MyPortfolio account aggregation service to deliver PFM. BBVA joins a growing group of banks aggressively pursuing PFM that also includes Citi - which is reportedly developing a site with Microsoft.

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