inancial DNA LLC, a research, analysis and consulting firm, held its first conference on May 12, 2005 to examine emerging markets in the financial technology segment. The stately, former Federal Reserve Bank building in San Francisco's Financial District provided an apropos setting with great acoustics.

The roster included plenty of names and topics familiar to people in payments, but the conference's focus was very different from events in this industry.

The Emerging Payments 2005 Conference provided attendees a forum for in-depth discussion and networking opportunities, as any trade show or meeting does. The difference was in the intended audience.

Established companies including Visa U.S.A., Lightbridge's Authorize.net, TNS, Pay By Touch, Cardinal Commerce and PayPal shared the podium with such startups as Dexit (with a new micropayments solution) and Billeo (with a new online bill payment solution).

Presentations included information on Check 21 from the Fed and a panel discussion on authentication.

Investment bankers and top level executives rarely have opportunities to come together in neutral settings such as this, according to Gary Craft, Financial DNA's Founder and Consulting Services Director. "It's a different level of discussion and presentation, presented in the language of Wall Street," he said. "It's not about product, it's about business and financials."

Modeled after the research, analyst and investor meetings that take place on Wall Street, these forums allow company executives to present information to potential investors and catch up with their peers.

Financial DNA, based in San Francisco, puts businesses in touch with equity investors through conferences, newsletters and other publications. The firm has two more events planned this year: Unbanked Financial Services Innovation 2005 is set for Sept. 14, and Financial Portals, Content and Fulfillment 2005 is set for Nov. 2. Craft said the firm has plans for five conferences in 2006.

For more information on Financial DNA, visit the Web site at www.financialdna.com .