Echoing Fidelity Investments’ recent purchase of eMoney Advisor LLC for $250 million, Northwestern Mutual has sprung for a digital financial planning software firm of its own, also for a reported $250 million.

But while analysts easily grasped the rationale for Fidelity’s purchase of eMoney — namely its ability to generate cash flow as a stand-alone unit — they are at more of a loss to understand what exactly Northwestern is up to with its purchase of LearnVest Planning Services.