How to recruit developers from financial industry?

I would be very careful picking up people that just run to a field because it "pays well". I try not to hire software developers/programmers/engineers that went with the herd. I want the people that played with computers as a hobby well before they went to college. I want people that opted to take the more hardcore academic route of CS or CE over MIS, IS, Business, or Finance.

I think a cool idea is very compelling. Interesting problems will intruige and whet a good developers appetite. It also doesn't hurt to have a fun, laid back environment. Business casual gets old pretty fast.

Ultimately, I think it comes to down money. Unfortunately, finance pays a great deal, and its hard to turn it down when its in front of you. The more interesting the problem is, and the cooler the environment/people, the less money you'll need to offer to tear them away.