SimpliFi Launches Simple, Free Financial Planning System for Everyone

New site offers easy to use financial planning tools and certified expert advice on long-term savings, debt management, insurance and investments

SAN FRANCISCO, April 28 /PRNewswire/ -- FinovateStartup -SimpliFi (www.SimpliFi.net), 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 consumers 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, SimpliFi's 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.

About SimpliFi

SimpliFi is a free online financial planning and advice service that lets anyone plan for their financial future. The company was founded in 2004 as a tenant company in Wake Forest University's Babcock Demon Incubator. SimpliFi is headquartered in Winston-Salem, NC, and has been providing white label financial planning services to credit unions since 2006. To start planning your financial future, or to find out more information about SimpliFi, visit www.SimpliFi.net.