Gooruf.com is a vertical social network for finance (online since 2017) that brings together all the players of the industry in an unprecedented way, connecting users and financial providers (such as publishers, trainers, experts, banks, insurers, and brokers). The platform aggregates news, product sheets, reviews, opinions, advice and educational materials to help people navigate the world of finance, and choose investments and products in a savvy and informed manner. Just as TripAdvisor changed the way people make choices for their travels, Gooruf.com promotes crowd wisdom and quality content to improve personal finance management. The platform will also enable profiled, targeted advertising for financial firms. At the present, the Italian version of the website is the most developed; our UK and Asia editions are growing every day. Technical improvement based on blockchain is fast transforming Gooruf.com into a decentralized ecosystem.