A question that kept coming up.
Advisors kept asking the same thing: why do clients behave so differently under pressure than their risk profile suggests? We started taking that question seriously.
About Finliti®
Jennifer Schell, Founder & CEO
Most client conversations in wealth management are shaped by a questionnaire that asks how people feel about hypothetical losses. Jennifer spent fifteen years in the industry watching those answers fall apart under real pressure. Finliti® is what she built instead.
The gap between stated risk tolerance and actual behavior isn't a client problem — it's a measurement problem. Advisors have always known this. Most just didn't have a better tool.
FIPI® was developed with Dr. Stefano Di Domenico, a behavioral scientist at the University of Toronto, to give advisors something more reliable: a framework grounded in psychometrics that maps how a client actually processes uncertainty, pressure, and advice.
We've spent the last several years turning that research into something useful inside a real advisory practice — not just as a profile, but as context for discovery, planning, reviews, and the conversations that keep clients from making decisions they'll regret.
Backed byRBC FinSec IncubatorNEXT AIUniversity of TorontoOSC Launchpad
How we got here
FIPI® takes shape.
The Finliti Investor Profile Indicator® grew out of that question — a framework for mapping decision patterns, pressure responses, and communication needs before emotions drive the conversation.
We brought in someone who studies this for a living.
Dr. Stefano Di Domenico, a behavioral scientist at the University of Toronto Scarborough, joined to guide the research layer. His work on personality, intrinsic motivation, and decision-making gave FIPI® its psychometric foundation.
The RBC FinSec Incubator helped us understand the enterprise context.
Working with FinSec pushed us to think clearly about what behavioral intelligence actually needs to be inside a regulated advisory firm — useful for advisors, defensible for compliance, and practical in real workflows.
From research layer to something advisors can actually use.
NEXT AI helped us sharpen the product path — figuring out how to take behavioral insight and turn it into infrastructure that works at the advisor and investor level.
Suitability became a real part of the conversation.
Engaging with the OSC Launchpad grounded FIPI® in what regulated advisory environments actually need — behavioral rationale that can support a suitability file, not just inform a conversation.
Building toward something connected.
Pulse, FIPI®, and Finlitiverse are coming together as one system — linking advisor workflow, behavioral research, and investor education in a way that makes each piece more useful.
Curious about the research behind FIPI®?
Request the Research Summary