Finworx Behavioral Finance Platform for Advisors Debuts at the Financial Planning Association 2017 Conference

NASHVILLE, Tenn., Oct. 3, 2017 /PRNewswire/ -- Lirio – a behavioral software company that harnesses human behavior, big data, and machine learning to help clients improve business outcomes – officially launched its newest version of its behavioral finance and engagement platform Finworx during the Financial Planning Association's (FPA) 2017 Conference in Nashville, TN. Phillip Fulmer, Finworx partner of business development and former head coach of the University of Tennessee's football team kicked off the conference with the opening keynote address offering tips on winning leadership principles.

Finworx was designed to help financial advisors put behavioral finance into action by identifying investors risk tolerance, behavioral biases and decision-making patterns. The platform helps advisors get to know their clients better via behavioral analytics, and empowers them with the communication tools they need to send the right message to the right client at the right time.

"As a former RIA, I understand all too well the challenge that advisors face when trying to create better outcomes for different clients while at the same time growing their business," said Miranda Carr, CFA, President of Finworx. "Finworx helps improve understanding and engagement by directing you to your best next action with clients. Our proprietary persona-driven messaging provides a seamless communications roadmap – complete with automation – so that you can easily take action and engage clients appropriately."

As part of the launch of Finworx, the company also announced three strategic hires to support the business as it continues to grow:

• John C. Martin, Ph.D., Chief Technology Officer: With a Ph.D. in Computer Science and almost 30 years of experience building high availability software systems, John leads the data science and machine learning initiatives for automatic discovery and delivery of meaningful insights and actions at scale. He is also the founder and CFO for Small Bear Technologies, Inc.
• George Hashbarger, Jr., Chief Financial Officer: With more than 30 years of experience in investing and 15 years of operational experience, George has strategically grown companies through acquisitions and organic revenue. He has also sat on the board of numerous private companies, and has significant experience in creating strategic partnerships.
• Victor Gaxiola, VP of Marketing: As a former financial advisor, social media consultant, and technology advocate, Victor evangelizes the innovation and adoption of behavioral economics in marketing to improve customer messaging and drive action. He was previously head of Customer Advocacy at Hearsay Systems.

"George, John and Victor all bring sage expertise in behavioral finance, technology and client engagement to Finworx," said Jeremy Floyd, Lirio CEO. "As we continue to expand our business and add to our roster of amazing talent, I'm excited by the ideas and energy that these three individuals bring to our company as we plan to achieve great things for our advisors. Welcome to the Lirio family, George, John and Victor!"

To learn more about Finworx, you can watch the Finworx personas videos which provide client snapshots and behavioral profiles, at finworx.com/media. For more information on Finworx, please visit finworx.com.

About Finworx:

Finworx helps financial advisors connect with their clients and improve their financial fitness by surfacing the best-next action for the advisor to take. Based in Knoxville, Tennessee, Finworx is a product of Lirio, a company which applies understanding of the psychology of human behavior, the power of big data, and machine learning to help clients improve their business outcomes, and surface the right action at the right time to the right person to provide mass personalization.

For more information, please visit: finworx.com.

SOURCE Finworx

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