When you get a third call in a week from someone wanting to discuss their business plan in the same area of work, you know that this is an industry just waiting to take off. Advisory in financial services in the online space is buzzing with new start-ups and business plans. The first wave of business ideas came some five years ago with comparison and execution platforms across the home loan, insurance and mutual fund industries. As it happens in start-ups, many of the ideas went under. But there are businesses in each of these verticals that have survived and look viable. Most of the ideas that centred on pure-play financial literacy died a natural death. People don’t log on to learn about finances just as we don’t go on to the Internet to learn to medicate ourselves and self-prescribe drugs for persistent problems.