How they describe themselves: SimpliFi was founded with a simple mission: create a web service that would allow anyone, regardless of wealth or investment knowledge, to create and update their own comprehensive financial plan. Since launching Version 1.0 to financial institutions in 2005, SimpliFi has developed a solid presence in the credit union marketplace and recently launched a direct-to-consumer version in April 2009.
What they think makes them better: Unlike information sites or straight PFM tools, SimpliFi actually gives personalized advice on what to do with your money. As an SEC-Registered Investment Advisor, SimpliFi provides unbiased advice on savings, spending, debt management, insurance and investments. SimpliFi also dynamically “grades” each plan to help users assess risks and adjust their plan accordingly. SimpliFi has recently added streamlined PFM capabilities to its service, so users can now aggregate account data and link their longer-term financial objectives with their shorter-term spending plans, tracking their progress along the way. Planning + Budgeting = Real Financial Management!