Genivity

Genivity operates as a business-to-business AI-powered SaaS platform, specifically catering to financial advisors and insurance agents. The company was founded in Chicago in 2016 by Heather Holmes and Emily Chang. The idea for the venture originated from Holmes' personal experience in the medical device industry, where she witnessed a patient's death from a treatable, hereditary condition, making her realize that family members were often unaware of their own health risks and unable to plan accordingly. This insight was coupled with her co-founder's technical expertise; Emily Chang holds a doctorate in theoretical, computational chemistry and postdoctoral work in computational genetics from Stanford, along with experience as a health scientist at 23andMe. Holmes, serving as CEO, brought a decade of sales and market development experience from medical device companies like Medtronic and Abbott Vascular.

The firm's business model centers on providing software that enables financial professionals to have more substantive conversations with their clients about significant, often overlooked, retirement risks: longevity, health, and eldercare. Genivity generates revenue by licensing its platform to financial advisors and their firms. The core of the company's offering is the Health Analysis and Longevity Optimizer (HALO), a digital tool that launched in 2018. HALO uses an interactive assessment to gather client information on lifestyle, family health history, and demographics. Leveraging machine learning algorithms and over 100 million data points from vetted sources like the CDC and the Social Security Administration, the platform creates personalized projections for health-related costs in retirement. This allows advisors to move beyond generic actuarial averages and provide more accurate financial plans. The platform is designed to be client-facing and user-friendly, providing the end-client with an interactive snapshot of their results, while delivering a more detailed financial analysis directly to the advisor to facilitate planning discussions.

Throughout its history, Genivity participated in several accelerator and incubator programs, including the Envestnet Yodlee Incubator in 2016 and the FIS FinTech Accelerator in 2019. In April 2023, the company was acquired by Lumiant, an Australian-based advice and client engagement platform. As part of the acquisition, Heather Holmes joined Lumiant’s executive leadership team as Chief Evangelist Officer and was appointed to the board. The deal positioned the integrated company to offer a more holistic financial planning service covering lifestyle, legacy, and longevity. Lumiant continues to offer HALO as both a standalone product and an integrated feature within its broader platform.

Keywords: longevity planning, health risk analysis, eldercare costs, financial advisory tools, wealth management technology, retirement planning software, client engagement platform, insurtech, Health Analysis & Longevity Optimizer, HALO, predictive analytics, personalized financial planning, health cost projection, Heather Holmes, Emily Chang, Lumiant, retirement risk management, financial wellness, client relationship management, SaaS for financial advisors