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

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

From Standard Deviations with Dr. Daniel Crosby by Dr. Daniel Crosby

April 2, 2026 · 45 min · Episode 354

About this episode

Dr. Daniel Crosby interviews Marla Sofer about the integration of AI and human-centric advice in wealth management.

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.

People in this episode

Host: Dr. Daniel Crosby

Guest: Marla Sofer

Topics covered

  • AI
  • Behavioral Finance
  • Wealth Management
  • Financial Identity
  • Personalized Advice

Keywords

  • AI
  • financial identity
  • behavioral intelligence
  • wealth management
  • personalized advice

Mentioned in this episode

Organizations: BlackRock, J.P. Morgan, Invesco, Knomee

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