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Yahoo! Finance Gets a Fresh Feel (Update 1)

Updated from 7 a.m. EST to provide comments from Yahoo! in the third paragraph.

NEW YORK (TheStreet) -- I pleaded with Yahoo! (YHOO) CEO Marissa Mayer not to ruin Yahoo! Finance when I heard the venerable finance portal was making a makeover. It appears my prayers were answered.

Yahoo! unveiled its newest version of both Yahoo! Finance desktop and a new Yahoo! Finance app for Apple's (YHOO) iOS operating system this morning, putting the property more in line with other revamped Yahoo! properties, including the homepage. Not only is Yahoo! Finance updated, there's now more real-time data from different providers to give users a much more "now" feeling when looking at quotes, tickers and news.

Update: A Yahoo! spokesman emailed me to tell the new Web experience would be delayed, but the app is available in Apple's App Store Wednesday.

At the top of the page, you'll see dynamic charting, allowing users a more visual and aesthetically pleasing experience when looking at financial news. Mayer has continued the theme of personalization, with Yahoo! Finance getting more personalized quotes and access to users' portfolios right at the top of the page. You can change the screen to go from your personalized look to stocks that you're following, which is done by clicking on a star next to the ticker. There's a place to click to bring up your personalized portfolio, showing how it's doing in real time.

In addition to the obvious increased emphasis on white space and real-time data, there is a redesigned editorial module. Users can toggle Yahoo! Finance to focus on different topics, including more personal finance content. The goal behind this is to get the right content in users' hands, optimizing the content for breadth and source.

Disclosure: TheStreet is a Yahoo! Finance content partner.

As with the revamped desktop version of Yahoo! Finance, the mobile apps, optimized for iOS 7 and available today, have been remade for a design-first feel, giving them a more beautiful, highly personal. Users will have the same follow lists across all devices, with personalized stories based on their follow lists, just as on desktop. As with other Yahoo! properties, Yahoo! Finance users will have the same experience on desktop as they do mobile.

As a new feature with the mobile app, Yahoo! will now be issuing alerts based on the users' portfolio, designed to notify them of an important event on that particular stock, similar to what Bloomberg does with its app.

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