Marla Sofer - AI and BeFi: Why Tech and Human First Advice Go Together

This week on Standard Deviations with Dr. Daniel Crosby, Dr. Crosby is joined by Marla Sofer. Marla Sofer is a former financial advisor and financial services executive who spent two decades inside wealth & asset management firms including BlackRock, J.P. Morgan, and Invesco, leading product, experience, and growth initiatives. She saw that while advisors deeply care about their clients, the systems around them were never designed to scale human understanding. Most firms track assets, risk scores, and transactions. Very few systematically capture what clients actually value, fear, and aspire to. To solve that structural gap, Marla introduced the concept of a client-powered “financial identity,” and built Knomee as the infrastructure to operationalize it. Knomee enables wealth management organizations to transform behavioral intelligence into structured, consent-based data that advisors can use to deliver personalized, measurable financial wellness at scale. The mission is simple: make human understanding the foundation of modern wealth management.