without disclosing net worths, shares owned, portfolio sizes, etc.

Another great feature they provide users are investment "journals" or blogs that can be commented on. Users can write about their buys and sells, provide advice and ask for advice. If their journal entry on a certain position is relevant it will be included on the specific position page. Cake Financial wants to provide investors with "an equal balance of 'actions' and 'words' on the Cake network."

Most people are pretty private about their personal finances and investment decisions and Cake Financial has special security features to protect this information. For instance, users can choose anonymous usernames, so they can compare and share investment performance without disclosing their real name. Also, they use the same security technologies that companies like Wells Fargo, PayPal, Quicken, BankOne, and Citicorp use, which makes sense since most of their staff came from some of these companies.

Once users have built of trusted networks of friends, family and professional investors they can be alerted of their buys and sells via activity alerts. If you want to find an individual investor with similar investment style but isn't a friend, family member or top investor, the site has a "Match Me Up" feature for finding similar investors. The site also has a "Top" section that provides users with updates on the most widely held positions, most watched positions, top members by strategy, etc.

Cake Financial is funded by Alsop Louie Partners and angel investors including Baseline Ventures, Fred M. Gibbons and Geoff Ralston.

Competitors include social stock-picking site Covestor and Social Picks.