Mayer was determined to ensure that Yahoo had the best mobile app for each. This began to change in the spring of 2013, however, when Mayer attended the NewFronts, the annual event in New York where digital-content businesses display their coming programming for ad-agency buyers. Moreover, in two years she would be able to use the Alibaba cash to reinvest in her putative growth. Smith didn’t seem to mind the media scrutiny. The fact that so many start-ups have jumped into this space speaks to a problem with a basic business model that has plagued the financial advice industry for decades.