According to Venture Beat Mint.com surpassed its 1 millionth user this last Sunday. This is big news for the finance word online and lead generation.

As I mentioned a few post ago I had a few conversations at LeadsCon revolving around the current lead generation model and how it was shifting towards more social media specific model. This thinking is inline with LendingTree’s move to acquire JustThrive.com. What is so amazing is how many people said that Mint.com wouldn’t catch on. “Oh, once people realize that they have to give their personal banking information they will back out”. “People are not going to manage their banking and bills on a third party site.” So on and so on. Last Sunday proved many of the skeptics wrong. Consumers are willing to give their personal information to a third party site if their sense of security and the benefits of joining outweigh the risk.

The keys to Mints success are many, however coupling them all gave them the ability to keep the consumer engaged and returning and that is the main reason. Sites that do not give the consumer reasons to return on a frequent basis will ultimately fail to build a solid community.

Congratulations to Mint for getting it right.

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