Personalized features and friendly user interfaces helped Fidelity Investments, American Century and New York Life win "excellent" designations from Boston-based Dalbar for the market research firm’s second quarter 2004 analysis of mutual fund Web sites.

Fidelity’s "excellent" ranking is nothing new, but American Century moved up by offering what Dalbar called an "excellent consumer Web site." In addition, the company said New York Life "delivers an excellent Web site for financial professionals."

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