In case you missed it, Mint won the TechCrunch40 Top Tech Company Award. Mint is a new simple way for you to manage your money online.

At first glance, it seems to be a more intuitive and user-friendly personal accounting replacement for Intuit’s Quicken. However, as you begin using Mint you begin to note how effectively it is proactively generating lucrative leads for various financial services companies from your financial data. As it scrubs for opportunities for you to save on expenditures and improve returns on your money it is spitting out opportunities for you to proactively engage companies with a better deal.

This is not just personal accounting software it is a lead generation platform (also note Sy Fahimi, CEO of Adteractive is an investor).

This platform raises two important innovative opportunities:

1. Can the companies that are receiving these lucrative leads have the analytic capability to effective improve their retention and win rates?
2. Once you receive a win can you effectively manage that lead into a conversion?

This is a true example of a marketing (yes, I see Mint as marketing and lead generation) company learning to stock the pond with consumers that self-organize, target, and initiate. Lead generation continues it evolutionary march.

Tags: mint, techcrunch, techcrunch40, personal finance, lead generation