Thank you for sharing!

Your article was successfully shared with the contacts you provided.

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!”

The firm goes onto describe their service like this:

“The easiest way to get independent, comprehensive financial advice on the Internet. No big words or complicated formulas. No boring spreadsheets. Just tell Sophie where you are and where you want to go, and she’ll do the rest.”

But why? Why would anyone think that a cartoon could do your job?

Unless you’ve been under a rock for the past year, the headlines do not represent the financial industry in a favorable light. OK, let’s prove this. I say, “Bernie Madoff and AIG.” What happens in your mind? Do they conjure up an optimistic image? No.

Point is, all that negative ink adds up in the minds of consumers. Add to it the posturing and spin America sees in the news every day, and a message starts to become clear to the general population: financial people of all stripes are unprofessional and self-serving. Compared to that, a cartoon is a paragon of ethics and competence.

Complete your profile to continue reading and get FREE access to BenefitsPRO.com, part of your ALM digital membership.

Your access to unlimited BenefitsPRO.com content isn’t changing.
Once you are an ALM digital member, you’ll receive:

  • Critical BenefitsPRO.com information including cutting edge post-reform success strategies, access to educational webcasts and videos, resources from industry leaders, and informative Newsletters.
  • Exclusive discounts on ALM, BenefitsPRO magazine and BenefitsPRO.com events.
  • Access to other award-winning ALM websites including ThinkAdvisor.com and Law.com

Already have an account?


Join BenefitsPRO

Don’t miss crucial news and insights you need to navigate the shifting employee benefits industry. Join BenefitsPRO.com now!

  • Unlimited access to BenefitsPRO.com - your roadmap to thriving in a disrupted environment
  • Access to other award-winning ALM websites including ThinkAdvisor.com and Law.com
  • Exclusive discounts on BenefitsPRO.com and ALM events.

Already have an account? Sign In Now
Join BenefitsPRO

Copyright © 2020 ALM Media Properties, LLC. All Rights Reserved.