As fund companies have begun to realize that complex, feature-laden Web sites aren't generating the return on their investment they once hoped for, T. Rowe Price has taken a wider approach to the issue: Get your customers to open up their financial secrets online. But the company apparently isn't expecting a return on its investment.

This summer, T. Rowe Price added a new feature to its Web site called AccountMinder, which allows users to enter information about all of their online accounts, be they checking, savings, mutual fund or other brokerage accounts, into the system. Users can then check and manage those accounts from one Web site, namely that of T. Rowe Price.

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