It's no joke. Simplifi LLC is the firm introducing this "upgrade" to the financial services industry. It seems that they have figured out how to have a cartoon do what you do – only better. It's a digital cartoon character named Sophie, and here's how they describe her – er, I mean "it":

"Sophie is SimpliFi's Virtual Financial Advisor, and her job is to help guide you through the online planning process. If you get stuck along the way or aren't sure what to do next, just click on Sophie and she will tell you what you need to know. And once you've completed the process, Sophie will email you occasionally to remind to update your plan so you can stay on track. And because she is animated, she will always give you service with a smile!"