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Review: Simplifi : A Free Online Financial Planning Service

Posted May 16 2009 10:10pm

SimpliFi (, a free online financial planning and advice service that lets anyone plan for their financial future, launched today at
FinovateStartup , an annual conference that showcases innovative financial technology products and services.

SimpliFi was created to give middle and lower income consumer’s access to the kind of professional financial planning and advice usually available only to those in higher income brackets who work with financial planners. SimpliFi replicates the same financial planning process used by 95% of Certified Financial Planners (CFPs), and the company itself is a Registered Investment Advisor with the SEC.

“Given the current economic climate, now more than ever is the time for
regular people to start setting long-term goals and planning their
financial future,” said Bryan Link, CEO of SimpliFi. “Currently, less
than 5% of Americans have a written financial plan, but those with a
plan are 250% more likely to achieve their financial goals. We believe
that everyone, no matter their income or tax bracket, should have access
to professional financial planning tools and advice.”

SimpliFi provides comprehensive advice and guidance on a range of
financial topics, including long-term savings, debt management,
insurance and investments. When a new user logs on, SimpliFi gathers
information about where they are on their financial path, what their
goals are, and where their financial trouble spots may be - and then
develops a series of steps for success. SimpliFi analyzes debt, assets,
insurance and other information, and builds out a realistic, set of
action steps. Sophie, Simplifies virtual financial advisor, reminds
users when goals are due and when it’s time to update their plan. Once a
user establishes a plan on SimpliFi, it can be easily updated to reflect
changes in circumstances.

Unlike current money management Web sites that help consumers track
spending by categorizing their financial transactions, SimpliFi does not
collect or store users’ financial information , nor does it evaluate
budgets or short-term spending. SimpliFi solely focuses on helping users
identify and execute on long-term financial planning.

“Many Americans are living in the present and are doing dangerously
little to plan for tomorrow, and there aren’t enough good resources to
help middle income earners make sound decisions when it comes to
long-term financial planning,” added Link. “After providing financial
planning technology to some of the largest credit unions in the country,
we feel the time is right to provide consumers with the same
professional, expert advice.”

Today’s news marks the third major version release for SimpliFi since
2005. In its first direct to consumer offering, SimpliFi has updated its
technology with new integrated modules for insurance, retirement
Planning and a top-level spending plan. Additionally, SimpliFi has
incorporated product referrals directly into reports so users can take
action and begin improving their finances.
What a great service for “everyday People!!!

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