Wise Publishing, Inc. Buys Half Banked, Personal Finance Site for Millennials

Acquisition adds to financial publisher's growing family of online properties

Wise Publishing, Inc., the personal finance publisher whose popular websites MoneyWise.com and MoneyWise.ca are visited by 10 million unique monthly readers, today announced that it’s acquiring Half Banked, a consumer finance site that offers “stress-free” money management tips for Millennials. Terms of the deal were not disclosed.

The acquisition is a first for Wise Publishing and expands the company’s growing family of online brands as it pursues a goal of becoming one of the top sources of personal finance information in the U.S. and Canada. 

The purchase will provide Half Banked with resources to offer more content and new voices, plus the brand will be introduced to more readers through Wise Publishing’s large network of syndication partners. But though it will have a new owner, Half Banked will maintain the unique, breezy style its loyal audience enjoys.

“I am thrilled that Half Banked is joining forces with Wise Publishing, one of the smartest personal finance publishers in North America,” said Desirae Odjick, the Ottawa, Ontario-based founder of Half Banked. “I started Half Banked as a side gig and passion project to help people figure out their finances, and I’m so excited that it has a chance to have an even bigger impact as part of a larger enterprise under the stewardship of a great team.”

“Half Banked is fresh and fun, and it provides its audience with valuable information for starting down life’s financial journey,” said Kyle Trattner, Wise Publishing CEO. “The brand fits perfectly with our mission: to help people make good decisions and get ahead.”

About Wise Publishing, Inc.:

Launched in 2017, Wise Publishing, Inc. and its websites MoneyWise.com and MoneyWise.ca provide personal finance information, news and tools in ways that are clear, trustworthy and engaging. Readers throughout North America have come to count on the Toronto-based company to help them save money, find the best bank accounts, get the best mortgage rates and navigate many other money matters. Wise Publishing content has been featured by leading media outlets including MSN Money, Yahoo Finance, the Financial Post, USA Today, Fortune, ABC Radio and The San Diego Union-Tribune, among others. 

About Half Banked:

Desiree Odjick started Half Banked, a personal finance website, after she sat down to work out a budget and realized she was years away from meeting her financial goals. The initial focus was on her personal journey of saving for a house and an emergency fund, and the site has since expanded to cover saving in general, spending, investing and budgeting, all in an accessible way for Millennials. About 50% of Half Banked’s readers are between ages 25 and 34, another 20% are between 18 and 24, and an estimated 65% are women. Half Banked has been cited by media organizations including The Globe and Mail, the CBC, Flare and Lifehacker.

Source: Wise Publishing, Inc.

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Tags: acquisition, blogs, online publishing, personal finance


About Wise Publishing, Inc.

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With editorial offices in South Florida and administrative offices in Toronto, MoneyWise.com and Wise Publishing, Inc., provide trustworthy and valuable personal finance information, news and tools to help consumers make smart choices and get ahead.

Doug Whiteman
Doug Whiteman
Editor-in-Chief, Wise Publishing, Inc.
Wise Publishing, Inc.
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