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The Balance is an American personal finance website that helps people make and manage financial decisions.

History
The Balance was launched in September 2016 by the American Internet-based network of content About.com (now Dotdash) as one of its verticals, or standalone brands. At its launch, The Balance had 34,000 pieces of content written by 70 writers, previously located in About.com’s business/finance and jobs/careers network, which had 5.8 million unique visitors in July 2016, according to comScore. The Balance then added career advice and small business advice. Jean Chatzky, the financial editor for NBC's Today Show, joined the website as a senior editor.

By spring 2017, The Balance had become a top 10 personal finance site, reaching 10 million US unique monthly users and having grown 57% since its launch, according to About.com.

Services
The content of The Balance is organized in five categories: personal finance, investing, "money hacks" (saving money), career advice, and small business tips.

Half the audience that went to About.com for financial-related articles in 2016 were aged 18-34 and predominantly female. The website has been perceived as aiming at young adults making big financial decisions. In fact, its main menu does not display the five categories, but asks the user what exactly they are trying to solve (get out of debt, plan for retirement etc.).