Cake Financials

Founded in 2006 by Steven Carpenter, Cake Financial was a Web 2.0 financial technology company that provided a platform for investment transparency. The service securely connected to users' existing brokerage accounts (such as E*TRADE, Schwab, and Fidelity) and allowed them to share their portfolio composition and performance with a network of other investors, either publicly or with a trusted circle. The mission was to leverage social networking to help individuals make more informed investment decisions by seeing the aggregated, anonymized trades of successful investors. Cake Financial was acquired by E*TRADE in March 2010 and the service was eventually shut down.