Tom Ebling

By Tom Ebling In the six years or so since the Internet went mainstream, it has rocked even the most staid financial institutions right down to their marble floors. Prior to the Web, competition in the financial services arena was largely regional, with consumers having only limited options from which to shop for auto loans, checking accounts and mortgages. But all that changed with the Web. Now dozens of personal-finance sites—and nearly every major Web portal—are delivering up-to-the minute rate comparisons to home computers all across the globe, all with online loan applications a quick click away. By placing product rates side-by-side for the

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