• by Laurie Sullivan  @lauriesullivan, April 15, 2024

A Yahoo Finance premium service will launch Monday with new content and tools, expanding its offering for investors with series, subscriptions, news partnerships, and creators.

The change has been in the works for years, as Yahoo attempts to secure its place among those searching for information, from finance to sports and more.

Tapan Bhat, president and general manager of Yahoo Finance, called the latest move a “milestone” that reflects the momentum the company continues to build.

Yahoo Finance reaches about 150 million global monthly visitors. Today’s updates serve the needs of investors, helping them inform their financial decisions.

In 2023, Yahoo Finance took a gamble on redesigning its website by adopting what the company called a “user-centric” approach. The redesign focused on simplicity and functions to give advertisers an opportunity to reach the site’s affluent readership, estimating there are 8 million investors with portfolios valued at more than $1 million who come to the site.

The new tools include video and news hubs to keep up with markets and other information, a customizable dock to track portfolios and trending tickers, a 360-degree portfolio view to see connected accounts all in one place, plus the ability to analyze stocks side by side, access enhanced charts, and more. 

Adding the tools, video and content is expected to attract high-profile advertisers from a variety of industries looking to connect with investors and consumers who have the finances to invest.

Early tests show an increase in audience engagement and advertiser performance. During the tests, Yahoo Finance hit an all-time high, reporting its largest audience ever in one month as well as an accelerated growth rate of visitors, which now outpaces the rate of internet adoption by 4X as future investors come online.

Adding premium ad space has also shown strong performance for advertisers, yielding greater click-through rates and ad performance nearly doubled, up more than 85% – and in some cases even higher, according to the company’s data. 

The Yahoo Finance newsroom combined traditional journalists and creators. Creator Ross Mac of Macronomics will contribute to on-air segments, and explainer videos.

Yahoo Finance also launched a new partnership with Morning Brew, and will air the Morning Brew Daily video podcast, a daily talk show hosted by Neal Freyman and Toby Howell covering the latest news on business, and the economy - every weekday at 8am ET through its connected TV channel and associated platforms. 

One new series will focus on personal finance. Another will analyze economic data to help investors navigate their portfolios. Asking for a Trend dives into the influential trends of the day, which launches in May. The podcasts will launch April 22, and become available to watch or listen on Yahoo Finance, and connected TV platforms.