National Financial Partners Selects Bridgeline iAPPS for New Enterprise Intranet Initiatives

August 25, 2008

Leading national distributor of financial products partners with Bridgeline Software to streamline corporate communications, bolster partner access to critical business applications

Boston, MA August 25, 2008 - Bridgeline Software, Inc. (NASDAQ: BLSW), a developer of SaaS-based web application management software and award-winning web applications, announced today that National Financial Partners ("NFP") has selected Bridgeline iAPPS® Framework and iAPPS® Content Manager as the platform for their Enterprise Intranet and business applications gateway. The iAPPS® Framework and Product Suite are innovative SaaS solutions that unify Content Management, Analytics, eCommerce, and eMarketing capabilities – enabling business users to swiftly enhance and optimize the value of their web properties. Additionally, Bridgeline will develop the new systems and assist NFP with integration and deployment.

National Financial Partners is a national network of independent financial advisors consisting of over 180 owned firms and more than 320 member firms in 41 states and Puerto Rico offering financial services to high net worth individuals and growing entrepreneurial companies. NFP offers their owned and member firms the advantages of a national organization to improve their competitive position and enhance their ability to better serve their clients.

"NFP has a long-standing relationship with Bridgeline and has been extremely satisfied with their capabilities”, says Stuart Tainsky, Senior Vice President, Chief Technology Officer at NFP. "They understand our business and know how to develop a technology solution to solve a business problem. We’re extremely excited about leveraging iAPPS for our corporate Intranet and Enterprise Applications gateway, as well as extending our use of the platform for additional business technology needs."

The new system is part of NFP’s overall technology strategy to better streamline access to all web-based business process applications and reference materials most utilized by their owned and member firms. Making use of iAPPS Framework’s integration capabilities, the new system extends iAPPS built-in user management features and utilizes existing NFP deployments of Active Directory and CA SiteMinder to manage all end-user identity profiles and permissions. With native integration between iAPPS Framework and iAPPS Content Manager, Bridgeline’s flagship web content management system, content managed within Content Manager can be personalized and dynamically published based on authentication corresponding to the end-user’s security access, geographic location, and line of business specialty.

Using iAPPS in their centralized approach to managing content and access to business process systems not only offers NFP tremendous efficiency gains in overall web application management, but also leverages the .NET development capabilities of their internal IT teams. The iAPPS Framework and Product Suite are scalable .NET solutions based on a set of common technology process classifications that enable companies and developers to extend their website and web application deployment using internal resources. For companies like NFP who have proficient .NET development teams, iAPPS’ common service layer’s APIs and integration capabilities offer powerful advantages.

Beyond empowering technology teams, iAPPS Content Manager offers NFP website administrators remote authoring capabilities employing a simple user interface and easy-to-use functionality. Content owners can quickly update and customize content for new groups of users or other corporate communication needs. With iAPPS Content Manager, non-technical staff can manage and deliver content to any web interface from virtually any source to ensure the right content is delivered at the right time, to the right audience. And for administrators, iAPPS provides centralized control and management over site structure and content, workflow, and user access rights. Says Tainsky, “Technology solutions, no matter how robust, are only successful if there is user adoption and the flexibility to implement the right process to support business needs. iAPPS provides this and we are confident that this investment will pay high dividends from the perspective of streamlined communications and efficiency in directing our users to the tools and materials that are most meaningful to them."

About National Financial Partners

National Financial Partners Corp. (NYSE: NFP) is a leading distributor of financial services products to high net worth individuals and companies. It operates a national network of independent financial advisors in 41 states and Puerto Rico consisting of over 180 owned firms and 320 member firms, specializing in life insurance and wealth transfer, corporate and executive benefits, and financial planning and investment advisory services. Founded in 1998, NFP is headquartered in New York. For more information, please visit www.nfp.com.

About Bridgeline Software

Bridgeline Software is a developer of SaaS-based web application management software and award-winning web applications that help organizations optimize business processes. The iAPPS Product Suite is an innovative SaaS solution that unifies Content Management, Analytics, eCommerce, and eMarketing capabilities – enabling business users to swiftly enhance and optimize the value of their web properties.

Combined with award-winning application development services by Microsoft Gold Certified development teams, Bridgeline Software helps customers to cost-effectively maximize the value of their rapidly changing web applications. Bridgeline Software's teams of developers specialize in web application development, usability engineering, SharePoint development, rich media development, and search engine optimization.

Bridgeline Software is a recipient of the Inc. 500 award for America’s fastest growing companies and currently has over 600 customers ranging from middle market organizations to divisions within Fortune 1,000 companies that include: DTCC, Smithers-Oasis, Marriott International, Berkshire Life, Honeywell, PODS, Budget Rent A Car System, John Hancock, AARP, Claire’s Stores, National Financial Partners, American Dental Association, CadaretGrant & Co., PerkinElmer, UBS, JBHanauer & Co., Omgeo, William T Grant Foundation, American Academy of Pediatrics, and Partners Healthcare.

Bridgeline Software is headquartered near Boston with additional locations in Atlanta, Chicago, Cleveland, Denver, Minneapolis, New York, Washington, D.C., and Bangalore, India. To learn more about Bridgeline Software, please visit www.bridgelinedigital.com.

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