Press Release

Financial Finesse CEO Liz Davidson Named to Inc.'s Female Founders 500 List

Issued by Financial Finesse

Mar. 13, 2025

Broad-ranging list celebrates dynamic leaders shaping today's entrepreneurial landscape

EL SEGUNDO, Calif., March 13, 2025 /PRNewswire/ -- Financial Finesse, the largest independent provider of unbiased financial coaching as an employer-paid benefit, is proud to announce that its Founder and CEO, Liz Davidson, has been named to Inc. Magazine's 2025 Female Founders 500 list. The prestigious list honors top business leaders who challenge the status quo and tackle some of the world's most pressing issues.

Twenty-six years ago, with a bootstrapped budget and lean team, Liz disrupted the multi-billion-dollar, male-dominated financial services industry. Driven by a single altruistic mission—to make unbiased financial guidance available to all—she pioneered today's burgeoning financial wellness industry.

Back then, Liz saw a gap: in a world where the financial services industry catered to the elite, everyday Americans were left to answer the tough financial questions on their own. Trustworthy financial guidance was badly needed, and not just for the 1%. Without outside investors, she launched a revolutionary service that empowers people from all walks of life to achieve financial security by providing deeply personalized and ongoing financial coaching to employees at no cost as an employer-sponsored benefit.

Today, Financial Finesse is the largest independent provider of workplace financial coaching, reaching 2.5 million employees across 20,000+ employers, transforming employee financial lives at scale, and delivering significant returns on investment to employers' bottom lines.

Financial Finesse's impact is clear. In Q4 2024, 75% of first-time users were in financial crisis, yet the data tells a story of transformation:

• 86% of those struggling to meet basic needs are now food and housing secure.
• 70% of those facing late bill payments are now paying on time.
• 62% of those without healthcare are now insured.

"Being named to the Inc. Female Founders 500 list is an honor and a reminder of how far we've come," says Davidson. "The goal has always been to help the underserved and knowing we're achieving that—whether by investing in closing the racial wealth and financial wellness gaps with culturally relevant coaching and content, helping employees reduce harmful financial stress, or empowering employees to maximize their benefits—is incredibly rewarding."

Under Liz's leadership, Financial Finesse's market-leading safe and responsible AI won 8 tech awards in 2024 alone, including recognition for Aimee, an AI-powered financial coach that leverages the AI technology behind ChatGPT to offer instant, guaranteed-accurate answers to any financial or benefits questions. The company was also named to Inc.'s annual list of Best Workplaces in 2023 and 2024; and boasts a mission-first culture with a 4.6 Glassdoor rating with Davidson garnering 95% approval for her leadership as CEO.

Liz's influence extends beyond her own company, driving industry-wide shifts to democratize financial planning. Increased demand for transparency and financial education has pushed the industry towards stronger fiduciary requirements, lower investment fees and expanded access to financial services formerly reserved for the wealthiest Americans. 

Davidson adds, "From my perspective, what matters is not only the impact we've had over the last 26 years, but the work we are doing now to build a better future for employees everywhere.  We won't stop until everyone has unlimited access to life changing financial coaching to build secure financial lives."

For more information about Financial Finesse and its financial wellness programs, visit www.financialfinesse.com.

About Financial Finesse:

Financial Finesse is the leading independent provider of unbiased workplace financial wellness coaching programs. Since 1999, the firm has helped tens of thousands of organizations improve their bottom lines and become more competitive by empowering their employees to achieve financial security. The company's award-winning financial wellness programs are made available to employees at no cost as an employer-sponsored benefit. With highly personalized and ongoing one-on-one coaching from CFP® professionals via phone and live chat, AI-powered virtual coaching, live workshops, webcasts, educational tools, and content, Financial Finesse has worked with millions of employees to build better financial lives for themselves and their families. www.financialfinesse.com

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