iDayo Investor's new relationship with Sage Online, a consumer-oriented investing site, foretells of things to come. The online financial tool provider has built its business with broker/dealers, but it is ready to make its entree into the mutual fund industry.

The Philadelphia-based firm is currently in negotiations with several unspecified large mutual fund complexes to feature its tools on their Web sites.

Isn't the industry already clogged with toolmakers?

"It's a big industry," said Chad Giardinelli, director of marketing. "We have great tools and they adapt easily to different environments. The core of them stays the same; it's the frills on the outside that may change."

iDayo's deal with Sage Online includes a tool which Giardinelli said resembles Morningstar's Portfolio X-Ray. What about a deal with the utility-happy Chicago firm?

"Maybe later on," replied Giardinelli. "So far, we haven't spoken to them about anything."

iDayo inhabits the same space as Morningstar and Wiesenberger, marketing to advisors and broker/dealers that want mutual fund-dissecting tools. As the new kid on the block with a highly adaptable product, iDayo is open to private labeling or other relationships. The question is, will the other kids play nicely with iDayo? Only time will tell. 

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