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Financial Gravity Companies and Applied Behavior Finance (ABF) have rolled out the SaaS-based Real Risk Meter for U.S. financial advisors and financial firms.
The new tool was developed "to help financial advisors provide prudent advice grounded in realistic capital market assumptions and behavioral expectations," according to Financial Gravity CEO Scott Winters.
"We will compete head-on with the likes of Riskalyze, FinaMetrica and other risk analysis tools," he said in an email.
His company is offering the new resource "at a price we feel provides real value at just $24.77 a month, with the goal of quickly capturing a large portion of the risk analysis market share," Winters added.
The companies "know we're taking on an 800-pound gorilla in Riskalyze, but real-life experience has shown us that bear markets are a reality of life and investing," ABF co-founder William Nelson said in the joint announcement by his firm and Financial Gravity. But he said, "in our view, pretending bears don't exist is not the path to building real trust with clients."
There have been five S&P 500 downdrafts in the past 20 years alone that Nelson said "exceeded Riskalyze assumptions."
He added: "On average, every four years, clients have been hit with a bad surprise, and I've no doubt that some of them bailed on their stock portfolio. We want the client to be part of the decision making process, to take psychological ownership of their portfolio from the beginning. We believe that this process is the foundation of trust."
Commenting on the announcement Friday, a Riskalyze spokesman told ThinkAdvisor: "Copycat startups aren't new, but they're continually validating. It's fascinating to see a penny stock company looking to get into the game as well. It's another affirming signal to the tens of thousands of advisors who have already decided to take the risk-first approach."
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