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About Atlas Point
With a proven ROI and behavioral science-backed insights, our tools enrich your relationships and position your practice for ongoing growth – all while integrating smoothly with your existing tech stack.
About Us
Atlas Point leverages technology, industry experience, and behavioral science theory to help
Financial Advisors start meaningful conversations with clients.
Why Atlas Point?
The Atlas Point Difference
Behavioral Science Applied
Character Science based report that highlights decision making styles and communication preferences.
Hyper-Personalized
Four investor profiles (Bulls™) and 19,000 report variations to address each client’s fears, needs, strengths, and stress behaviors.
Actionable Insights
Clear identification of behavioral biases and an action plan for guiding the conversation.
Complementary
Tools that blend seamlessly with existing strategies for a comprehensive overall approach.
OUR STORY
Personalizing Financial Services
At Atlas Point, we believe in personalized financial advice that empowers people to express how
they think and feel about their money. We support this approach with outcome-driven tools and
cutting-edge insights that guide Financial Advisors as they facilitate meaningful conversations with
clients and prospects alike. Our methodology combines the best of behavioral finance theory with
actionable coaching frameworks that make complex strategies practical and easy to apply in real life.
This is the Atlas Point advantage.
Atlas Point was founded on a simple concept – to create something of value for the industry that we
love. To do this, we conducted numerous focus groups and worked closely with Financial Advisors to
identify challenges, frustrations, and pain points in the advising process. We learned that while
Advisors may define success differently, they face a series of common concerns regardless of firm or
client segment. These early findings clarified our core goal of reimagining financial conversations as
less intimidating, more empathetic, and personal to each investor.
In pursuit of this goal, Atlas Point offers innovative technology solutions that help Financial Advisors
consider each client’s unique way of thinking about financial decision-making. With deeper
understanding as a strong foundation, Advisors can start better conversations that efficiently
address goals, tactfully respond to behavioral tendencies, and set the stage for long-term financial
growth.
Our leadership team has collectively consulted with 40+ firms in the financial services industry. We
are curious problem solvers who eagerly examine the changing wealth management landscape in
search of opportunities to enhance and optimize the person-to-person advising experience.
Who We Are
Our Team
Carrie Nelson
carrie.nelson@theatlaspoint.com
Carrie Nelson is a corporate executive-turned-entrepreneur who is passionate about helping Financial Advisors and investors have better, more empathetic financial conversations. Carrie brings over 20 years of experience to Atlas Point, including significant practical knowledge in consulting, business development and entrepreneurship. She gained much of her expertise in her roles as a data strategy leader at Experian, a Principal at EY and the head of Firm Strategy at Edward Jones.
Through her wealth management consulting experience, Carrie identified an opportunity to connect character science and behavioral finance in a way that allows investors to express how they think and feel about money. This powerful combination leads to more personal and personalized financial conversations and has become a core principle of Atlas Point’s products and strategy.
Carrie was a student-athlete at the University of North Carolina at Chapel Hill and earned her degree in business administration through UNC’s Kenan-Flagler School of Business. She currently serves as the Finance Committee Chair for the Concordance Academy of Leadership’s Board of Directors.
Carrie lives in Charlotte with her husband and daughter and enjoys boating, hiking, and exploring new places with her family.
“My Financial Virtues profile highlighted for me a moment when my familiarity bias and anchoring bias was holding me back from letting go of a financial investment that was no longer serving me. The awareness allowed me to make a more rational financial decision and achieve a greater return.”
Kenny Mobley
kenny.mobley@theatlaspoint.com
Kenny Mobley helps companies translate their vision for growth into a plan that they can execute. He is known for his skills in critical thinking and thought leadership.
Prior to co-founding Atlas Point, Kenny was responsible for firm planning at Edward Jones. In addition, he served as a Senior Manager in EY’s Wealth & Asset Management consulting practice, where he led and executed consulting engagements for some of the world’s most respected wealth management firms.
As Atlas Point’s COO, Kenny works to scale and deliver solutions that help Financial Advisors engage clients in more meaningful financial conversations.
Kenny enjoys competing in triathlons with his wife Lindsey. He also enjoys traveling and spending time with his two boys.
“My Financial Virtues profile helped me understand that my slower, methodical pace to taking action on financial decisions was often the source of conflict with my wife when it comes to our money.”
Dr. Yimin Liu
Dr. Yimin Liu is a skilled technical and scientific leader who specializes in shaping company technical strategies and driving core technologies that enable new products and services. She has led multiple science and technology teams and provided thought-leading expertise in her positions as Senior Manager at Ford Motor Company, Director at Edward Jones, and Head of Data Science at Amazon. Dr. Liu has been granted more than 15 patents and has published multiple papers in prestigious international journals.
As Atlas Point’s CTO, Dr. Liu launches simplified, efficient, and effective data and technical solutions that power innovative products for Financial Advisors. She accomplishes this by diligently translating Advisors’ needs into helpful technical features.
Outside of work, Yimin enjoys travelling with her husband and extended family and loves to hear travel stories.
“My Financial Virtues report helped me realize how to communicate differently and more effectively with my husband on household financial matters.”
Our Services
Financial Virtues
Behavioral finance survey tool that helps Advisors to personalize interactions and better understand each client’s unique needs and preferences.
Training
In-depth CE training that guides Advisors towards comprehensive behavioral conversations with actionable tips and data-driven strategies.
Speaking
Dynamic keynotes about behavioral finance theory and the evolving future of wealth management.
Coaching & Consulting
Customized guidance to help Advisors efficiently integrate behavioral conversations across the client life-cycle, providing easy to implement growth strategies.