vertical portal

A portal that caters to consumers within a particular industry, sometimes called a "vertical industry". Vertical portals, also called "vortals," use Internet technology to offer the same kind of personalization tools that portals do. 

The B2C portal gave the B2B industry a model to work from, and now, most business-to-business sites bill themselves as vortals. Business-to-business sites are considered "vertical" because they deliver content and services focused on their particular niche. A portal for example is Yahoo (which serves up news and entertainment and tries to appeal to everyone), whereas a vortal for example is Vortal eProcurement (an e-sourcing platform that connects government buyers and suppliers for public tendering). 

The term "portal" keeps morphing because although many sites call themselves portals they are, in fact, simply web sites that use cookie and/or personalization technology (see: personalize).