budgeting personal finances

In 2006, recent Harvard grad Alexa von Tobel was headed for a job at Morgan Stanley. But though she would soon be managing the bank’s investments, she realized she didn’t know the first thing about her own finances. Most financial guides seemed to be written for middle-aged readers with millions in assets, rather than recent college grads. "I was reading every book I could find, but none of them spoke to me," she says. So she came up with the idea for LearnVest, an online personal-finance resource for young women like her, and ended up writing an 80-page business plan.

After two years at Morgan Stanley, von Tobel entered Harvard Business School in 2008. But upon winning a business plan competition held by Astia, a non-profit that supports women entrepreneurs, she took a five-year leave of absence and invested $75,000 of her Wall Street earnings to start LearnVest in November. She quickly enlisted advisors, including Betsy Morgan, the former CEO of the Huffington Post, and Catherine Levene, the former COO of DailyCandy, to help develop the site’s content and technology. In January 2009, she secured $1.1 million in seed funding from executives at Goldman Sachs.

LearnVest’s site launched a year later and has since signed up more than 100,000 members. It offers online budgeting calculators, video chats with certified financial planners on the company’s staff, and free e-mail tutorials on topics such as opening an IRA. The company earns revenue from advertising and by referring its users to companies such as TD Ameritrade. In April, after just four weeks of fundraising, von Tobel closed a $4.5 million investment round led by Accel Partners, which has also invested in Facebook and Etsy. (Incidentally, Facebook CEO Mark Zuckerberg lived in the same dorm as von Tobel at Harvard.)

Von Tobel likens LearnVest to an online version of The Suze Orman Show, but with the goal of reinforcing positive finance habits early on. “Suze Orman helps 45-year-old women get out of debt,” she says. “Why not reach 20-year-olds to keep them from getting into debt?”

J.D.: Parents tend not to like parenting advice from parents either. You really can’t win. It’s a war zone re: parenting choices out there, and all that tells me is that overall families with kids are not feeling well-accommodated in the current economic structure.

Glad the family factor finally got mentioned though. Similarly our first cutting area would have to be kids’ extracurriculars, second would be quality of nutrition, third would be heat, then we’d sell the house or take on a tenant rather than lending our basement apartment to a friend.

Parenthood has three-quartered our income and nearly quadrupled our expenses. We didn’t have a car, for example, before the kids started begging for us to please get out of the city sometimes. And how do you say no to that if you can afford it? “No, kid. Go play in the parking lot. Trees aren’t all they’re chalked up to be.” Our only financial fat is kids’ activities. With two kids and no consumer debt, we have very little to cut re: grownup expenses. (Um, we get takeout once a week so I can stop cooking for a minute?)

Etc. etc..

That said I’m constantly looking for ways to bring a little in here and there while I’m mostly at home. This will get easier when they’re both in full day school. Day care + summer camps would cost more than my salary as an arts professional, so I opted to stay mainly at home for seven years. Opted being a strong word. It was a financial no-brainer, and I personally felt I had no choice. On the other hand other parents I know feel compelled to work full time because in their particular situation that makes the most sense. Truly every situation is different, and no doubt everyone is doing what they can to provide as much as they can for their kids.

Financial factors aside, some people freely admit to not being able to handle the stresses of at-home parenting. Self-knowledge is key to this gig. Better the kids are in daycare than cared for by a no doubt loving but resentful and unhappy parent. Loving the act of parenting and loving your children are two very different things.

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