Filter selects info just for you

What: Alerts.com, Bellevue

Who: Pascal Stolz, 46, CEO and co-founder

Mission: Reduce online data overload by filtering for the most valuable information and delivering it to the user.

Post-it note: With Alerts.com, consumers can request automatic alerts from different sources. The present selection is somewhat limited, only a cross-section of what's expected over time. Perhaps the most relevant is a gas-price alert that broadcasts the lowest daily price in a specific neighborhood. One module will search news releases for specific keywords and then deliver headlines. Voice is also an option, with customers able to configure a wake-up call sent to their cellphone.

Message therapy: Once the service catches on, Stolz expects developers to use their imagination to create some useful reminder formats. "We will help people save money," he said. "You may buy an appliance with a 30-day price guarantee, and alerts will arrive if the price falls and you deserve a refund."

Employees: Six full time, three part time and seven contractors.

Financials: The privately funded company is in a launch period. It is free to the consumer, with revenue generated by targeted advertising that matches users with alert types. "The messages — and the ads — will be delivered within the context of your life," Stolz said.

Flip the switch: The company thinks its advantage has to do with centralization and control. Stolz said today's alert-oriented content requires you to sign up for reminders and notifications from different sources, which requires you to remember multiple passwords and agree to multiple terms of use and privacy policies. A change of phone number or e-mail require updates to individual providers. Alerts.com performs the updating with a single action.

Vision quest: "Searching has become very competitive platform," Stolz said. "We provide a better way to get exactly the content you request, delivered when you want it and on your own terms."

— Charles Bermant