At the same time, the portals themselves must redesign their revenue models.
Portals remain enormously popular.
In addition, companies should consider sponsorships - attaching their names and messages to appropriate parts of a portal site, or creating altogether new sections. Despite this dramatic change, the study found, many portals still cling to an outdated revenue model that relies on advertising payments based in part on click-through rates. Expanded service offerings also hold great promise. Yahoo Finance and MSN's MoneyCentral, for example, now offer account aggregation, a service that pulls together all of a user's financial accounts so they can be seen on a single page. Aggregation sites get a deep view into users' financial lives, and can cross-sell services tailored to individuals.