As 2010 begins, we take a look back at the changes made across the financial services industry in the last month of 2009.

Of particular note, some credit card firms started to get into the holiday spirit with charity-focused giving initiatives and new tools were introduced across several industries.

Spirit of Giving

In December, two firms launched initiatives to encourage their customers to give. Discoverintroduced its new Discover Giving Sitelet, which allows cardholders to donate to a charity of their choice and earn rewards. Chase and Capital Oneoffer similar charity-based sitelets and applications, though Discover’s new giving sitelet is limited to Discover cardholders exclusively. Citizens Bank also launched the Gift of Saving promotion, allowing customers to give a savings account as a gift for family members or friends.

New Tools Introduced

Having recently revamped their advisor site, Lord Abbettreintroduced the Advisor Intelligence Tool, which allows advisors to prospect for new clients by establishing criterion (such as net worth, alma mater, etc.) and searching the provided database. A new fund comparison tool was added by iShares, allowing advisors to compare up to five of the firm’s ETFs. In the Credit Card industry, Discoveradded a new cardbuilder tool that enables users to build their own credit card by selecting a rewards program, card design and terms. The tool is available on the firm’s public site, and users must first complete two questions about their credit standing and card balance management before creating their card.

In other news…

• Roth IRA Conversion Materials – With 2010 and the Roth IRA conversion opportunity just around the corner, several firms, including Merrill Lynch, Vanguard and Wells Fargo added new articles and information pertaining to the Roth IRAs. John Hancock added a new Roth IRA conversion resource center to its public site, offering comprehensive information and new conversion calculators specifically addressing the Roth IRA conversion opportunity.

• A New Look for the New Year – Franklin Templeton and Invesco AIM revamped and reorganized their advisor sites. Fidelity revamped its Retirement & Guidance section and Vanguard added a new Insights tab that contains videos, market commentary and research and investment articles.

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