In the movie Moneyball Brad Pitt's character, Oakland A's general manager Billy Beane, found himself handicapped by the lowest salary constraint in baseball but still holding onto dreams of winning the World Series. What was his angle into the “field of dreams?” Brad/Billy had to look at things differently than every other team in baseball – he had to find a competitive advantage.

Are dogs the center of your financial life? If your answer is “Yes”—or even “Huh?—you may want to check out Wag, which explores the intersection of content, affinity and financial services marketing.

With articles such as “Find the Best Veterinarian for Your Budget” and “Fidos and Fiduciaries,” Wag says it plans to become “a complete financial resource for…people who are fanatical about dogs” by providing financial expertise “by dog fanatics, for dog fanatics,” special deals and offers for dog lovers, a directory of “dog-friendly financial service providers” and Internet-based banking services for dog lovers.