I've never felt comfortable talking about this here before because I have zero interest in trying to make money off companies that need to conserve every dollar they've got. Been there. Recently.
It's really kind of tricky. I've been working with my team for the past couple months on an "Indie SDLC" (SDLC is the industry's jargon term for secure development); we gave a talk on it at C4 last August. Rentzsch may post the video someday, and I'll be sure to post it here.
I have a shortlist of things I think every company should be doing now on security:
1. Stop talking about security. (Don't be a target).
2. Train every developer on SQL Injection and Cross-Site Scripting, and --- if they're writing C code --- Integer Overflows.
3. Avoid a set of "features that always doom dev teams", including encryption, password storage, browser plugins that inject into the DOM, templating, installers, network listeners, and file upload/download.
4. Deploy the "rubber chickens" that make users feel safe --- SSL, big long random URLs, little lock icons, and if you really need to, something like Hackersafe (which is snake oil, but whatever).
5. Screw with amateur web pests --- use your own magic version of base64 with some of the characters swapped, use 3DES for something with swapped-around s-boxes, etc.
6. Make time in QA for every release to fuzz. Fuzzing is all you really need to do for security QA. Buy a copy of Burp Suite and run the "Intruder" on every page. Write your own fuzzer for any custom formats you handle.
7. For god's sake have a security contact and a /security URL on your site. Post a GPG key. Publish advisories when people find things. Act like you've handled this before.
(Obviously we fleshed a lot of this out, and the fact that we haven't posted it yet tells you that I'm not totally in love with where it is now).
Getting someone who bills N x $100 an hour to look at your app for free, even if it's open source, will probably be tricky. With the good firms (I like to think we're one of them), advice is free, so by all means reach out with lots of questions. If the question is "how can I get my app looked at without spending $50,000", well, that's a good question! There's probably something creative you can do.