Intelligent, Affordable and Fiduciary- Financial Advice Gets a Makeover

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Pefin introduces the world’s first AI Financial Advisor

Pefin was built to make sure anyone could access true fiduciary advice, from planning and saving to investing, in a way that only acts in their best interest.

Pefin, the world’s first Artificial Intelligence (AI) financial advisor, announced its launch today. The platform provides intelligent, unbiased and personalized financial planning and advice. Pefin’s mission is to look after the financial best interests of its customers in a way that embraces the unique individuality of their lives.

The platform offers:

1. Long-term Financial Planning services, including a complete Financial Plan
2. Financial Advice, including savings and debt management strategies
3. Investment Advice and Portfolio Management Services
4. Real-time monitoring, updates, and curated financial literacy content for each user

Pefin takes into account each user’s current financial situation and future plans, incorporating their financial behavior to offer comprehensive advice. Individuals and families link financial information such as their credit card and checking accounts, debt, investments, and retirement plans to the platform.

An interactive chat experience helps customers plan for life events that matter to them – from kids, to college, to a new home, to changing jobs, all the way through retirement. Pefin’s AI uses this information to craft a detailed financial plan, showing customers if their plans are affordable. It then provides advice on how they can save to achieve their goals, when they should repay debt, whether investing is appropriate and if it is, how they should invest. Over time, Pefin learns from the user’s unique spending behavior and personal preferences and automatically adapts, updating the user’s financial plans and advice based on their actual behavior.

Pefin’s AI is capable of making 80-year financial projections and keeping up with 2-5 million data points per user, 24/7, including changing rules, markets, and lives to provide accurate, real-time advice. Unlike other services, Pefin does not insist customers invest through its platform, but if chosen, it tailors each portfolio to help them achieve their plans. In today’s data-driven environment, security is a natural concern and Pefin utilizes military-grade encryption and multi-factor authentication, all geared towards securing users’ personal and financial data.

Financial planning and advice is available to the first 100,000 customers for the subscription price of $10/month; a 33% discount to the regular subscription price of $15/month. Investment advice and portfolio management services are offered by Pefin Advisors, an SEC regulated subsidiary of Pefin. There is no required minimum investment size, and fees are 0.25% of assets under management, with the first $5,000 managed for free.

Pefin’s Founder Ramya Joseph, is a former Wall Street executive and one of the few female founders in FinTech. “Pefin was born out of a recognition that something had to change in the way financial advice was being delivered to people. My Wall Street career helped millionaires and yet I saw my own parents and close friends of modest income, being sold investment products or services they didn’t need when seeking advice. Pefin was built to make sure anyone could access true fiduciary advice – from planning and saving to investing, in a way that only acts in their best interest. Pefin being fiduciary by design is a milestone – it is the start of how we believe AI will democratize access to financial advice” Joseph said.

Pefin’s CEO, Catherine Flax has more than two decades of experience from the old and new worlds of financial services. Her former roles include Managing Director and Head of Commodity Derivatives and Foreign Exchange, Americas at BNP Paribas, Chief Marketing Officer of J. P. Morgan and board member of leading blockchain company, Digital Asset Holdings. “Technology is transforming every aspect of our lives, and it was long overdue that it be applied to personal finance. Pefin plays a pivotal role in this shift – offering affordable, fiduciary advice that encompasses all areas of a user’s personal finances.” Flax said.

Pefin’s goal is to help everyone live their best financial life regardless of age, gender, income, wealth, financial expertise, or even past mistakes. “At Pefin, we’re being the change we’d like to see in financial services by improving their delivery, where the customer is always put first and trust is truly earned” Joseph said.

About Pefin

Established in 2011, Pefin, is a financial technology company based in New York City. Pefin, which stands for PErsonal Financial INtelligence, uses Artificial Intelligence (AI) to provide fiduciary financial advice at the fraction of the cost of a traditional financial advisor. Pefin’s proprietary, patent-pending AI technology factors over 2-5 million data points, including a user’s unique financial situation, future plans, markets, government rules and regulations, and regional demographics to craft highly tailored financial plans and advice on how to achieve their plans. Through its SEC Regulated Investment Advisor, Pefin Advisors, the platform also provides Investment Advice and Portfolio Management Services, which are optional for the user. For more information, please visit

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Abhilasha Meshram
since: 08/2015
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Pefin- the world's first AI Financial Advisor

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