Press Release

Financial Finesse Appoints Todd Lacey as President to Accelerate Growth and Meet Rising Demand for Financial Coaching

Issued by Financial Finesse

Apr. 15, 2025

EL SEGUNDO, Calif. -- Financial Finesse, the nation's largest independent provider of unbiased financial coaching as an employer-paid benefit, announces the appointment of Todd Lacey as President. Lacey, an accomplished business leader with nearly 30 years of experience leading high-growth companies, will play a critical role in driving the next phase of Financial Finesse's expansion and meeting the growing demand for personalized financial coaching solutions. 

Previously the Chief Revenue Officer at Stadion Money Management; EVP of Investments & Retirement Strategy & Corporate Development for Transamerica; and Founder and President of the (k)larity Group, Lacey brings extensive expertise in business development, scaling operations, and leading high performing teams. His leadership comes at a pivotal time, positioning Financial Finesse to accelerate its growth and further innovate its services that reach millions of employees. 

"Financial Finesse is at an exciting inflection point, with record levels of organic growth, and a marketplace that is increasingly realizing the importance of independent financial coaching as an employee benefit," said Liz Davidson, CEO and founder of Financial Finesse. "We've invested a lot of time and energy searching for a leader with the unique skillset, proven successes, and deep alignment with our mission to take the business to the next level, and we're thrilled to have found it all in Todd." 

With ten fintech and AI awards recognizing its virtual financial coach, Aimee, safe AI leadership, and other advancements in 2024 and 2025 alone, the company is uniquely positioned to meet the rising demand for personalized, unbiased financial guidance.

"Joining Financial Finesse is an exciting opportunity to help accelerate growth and expand the company's positive impact," said Todd Lacey. "The team's innovative work in integrating technology with financial coaching is a game-changer, and I look forward to leading and contributing to the next chapter of growth." 

Lacey's appointment will allow CEO Liz Davidson to focus on the company's vision and strategic direction, dedicating her time to innovations, partnerships, investments and acquisitions to propel the business forward.

Davidson, who is widely credited as the pioneer of the financial wellness industry is excited to return to her entrepreneurial roots: "It's strange to say this, given we've been in business for 26 years and our financial coaching benefit has been installed in over 20,000 employers, but we are just scratching the surface of our potential. Through the combination of human and AI-based financial coaching, we are now able to create ever-intuitive ways of motivating employees to take action to improve their finances– with an incredibly personalized user experience that evolves with each participant and integrates seamlessly into their daily lives. Imagine a coach that lives alongside users for all the decisions, big and small, that collectively drive their financial wellness, working in concert with employer-sanctioned financial advisors as needed. Imagine the magnitude of financial transformation that will drive for individual employees, and the ripple effect if we can reach a large percentage of the global workforce. Todd's appointment as President is integral to making this vision a reality."

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

Editor's note: This press release has been issued by the company named above, not BenefitsLink. Reliance on information in this press release might be prudent only after an independent review of its accuracy, completeness, efficacy, and timeliness. Reference to any specific commercial product, process, or service by trade name, trademark, service mark, manufacturer, or otherwise does not constitute or imply endorsement, recommendation, or favoring by BenefitsLink.