The startup offers a behavioral finance platform that utilizes psychometric assessments and personalized insights to enhance investor education and engagement. By helping financial advisors and retail investors understand investment behaviors and mitigate emotional biases, the platform aims to improve client retention and increase assets under management.
Funding
$200K raised to dateRaised to date based on public sources. This may differ from the amount the company actually raised and is based only on what is publicly available on the internet.
Founders
Product
Problem
Financial advisors often struggle to deeply understand their clients' investment behaviors and emotional biases, leading to generic advice and potentially lower client retention. Retail investors lack personalized insights and educational resources tailored to their specific investment personalities, hindering their ability to make informed decisions.
Solution
Finliti offers a behavioral finance platform that leverages psychometric assessments to provide personalized financial literacy and engagement tools. The platform analyzes individual investor personalities, delivering tailored insights and educational resources to both financial advisors and retail investors. For advisors, Finliti enhances client relationships by providing a deeper understanding of client behavior, leading to more effective and personalized advice. For retail investors, the platform offers customized investment insights and market news, empowering them to make more informed financial decisions and grow their wealth. Finliti integrates seamlessly with existing CRM systems like Salesforce and offers an API for discount brokerages to customize the investment experience.
Target Audience
Finliti targets wealth management professionals, including RIAs, investment advisors, and financial advisors, as well as retail investors seeking to improve their financial literacy and investment outcomes. The platform also caters to discount brokerages and ETF/mutual fund providers looking to enhance client engagement and product visibility.
Features
- Psychometrically validated assessment of investment personality
- Personalized financial literacy resources and market news
- Integration with Salesforce for wealth management firms
- API for discount brokerages to customize user experience
- Email integration for personalized investor insights delivery
- Virtual education platform in partnership with TerraZero™️
- Trading API that crafts trading algorithms based on individual profiles
- ProfitTaker API integrates a payment portal, card program, and distribution algorithm for clients