Marla Sofer - AI and BeFi: Why Tech and Human First Advice Go Together
This week on Standard Deviations with Dr. Daniel Crosby, Dr. Crosby is joined by Marla Sofer. Marla Sofer is a former financial advisor and financial services executive who spent two decades inside wealth & asset management firms including BlackRock, J.P. Morgan, and Invesco, leading product, experience, and growth initiatives. She saw that while advisors deeply care about their clients, the systems around them were never designed to scale human understanding. Most firms track assets, risk scores, and transactions. Very few systematically capture what clients actually value, fear, and aspire to. To solve that structural gap, Marla introduced the concept of a client-powered “financial identity,” and built Knomee as the infrastructure to operationalize it. Knomee enables wealth management organizations to transform behavioral intelligence into structured, consent-based data that advisors can use to deliver personalized, measurable financial wellness at scale. The mission is simple: make human understanding the foundation of modern wealth management.
Standard Deviations with Dr. Daniel Crosby · Marla Sofer, Dr. Daniel Crosby
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Show Notes
Tune in to hear:
- Where do people consistently misperceive their own behaviors and their own financial tendencies? Also, what are the forces that drive those blindspots?
- Why do so many financial planning tools optimize for all the wrong things and how can we make client services better center the client and their goals?
- What are Marla’s hopes for the world of tech when it comes to minimizing the “knowing-doing gap?”
- Do people need more financial literacy or self-literacy/self-awareness?
- In the medium term, how does Marla see the role of the financial advisor changing with respect to AI? What’s the place of behavioral coaching in this new world?
- How does Marla think about the “creep factor” in her own business and how can we see clients for who they are without overreaching?
- What lessons, as an entrepreneur and business owner, has Marla learned from introspection about how to uplift herself after a hard day?
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