If you're involved with financial services, you need to consider a new federal regulatory scheme, which deals with both online and offline privacy. The first step in the compliance process is to determine if your site is directed to children. Refreshingly, the Federal Trade Commission uses a common-sense approach in its rules. Let's be practical here. In case you're not familiar with terms of website use, it's the contract governing the use of your site by surfers.
Many sites just have a link at the bottom of their home page to the terms.
Then, you should go a step farther. On the form where you might collect personally identifiable information, you might add a box asking the surfer to certify that they are not under the age of 13. Of course, you'll have no way to really know that the surfer is telling the truth, but if you're not directly or indirectly gearing your site or a portion of your site to young kids, you'll probably be fine with these procedures in place. Among other things, you'll need to post a privacy policy. It must include specifics on the types of personal information you collect, how you'll use the information and whether the information will be passed on to advertisers or other third parties.