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  • Mark Hoffman

    Mark Hoffman

    Chairman, CEO and Co-Founder


    Mark’s career as a financial software engineer, innovator and industry leader is defined by these principles: Automation to deliver financial advice at scale, and better investing practices with secure retirement income for investors of all income levels.

    From his start in the asset management industry, Mark co-founded Lattice Trading, an automated trading platform acquired by State Street Global.

    His next venture with LifeYield co-founder Paul Samuelson was Upstream Technologies, where they created the first scalable, tax-smart unified managed account (UMA) platform. It was acquired by CheckFree Investment Services, now InvestCloud.

    A native Wisconsinite and graduate of the University of Wisconsin, Mark is a loyal Green Bay Packers fan. He traded the Great Lakes for the Atlantic Ocean, where he loves to be on the water and enjoy the knowledge learned by earning a USCG navigation license.