Fidelity-owned financial planning tech firm eMoney Advisor has rolled out a new financial planning and wellness app called Incentive. The platform is made for financial advisers who will use the tool to help their clients.

Why should we care?
Incentive is part of a broader trend to connect personal finance and saving with wealth management, which was also a cornerstone of Bank of America’s Life Plan product that was launched this month. Six advisory firms are currently taking part in the Incentive beta test, and the product will be available to advisers in January. Jess Liberi, eMoney head of product, said the experience will be client-led, but delivered through financial services professionals. Through it, clients of traditional wealth managers will be able to access a digital planning tool reminiscent of those offered by robo-advisers. In addition to client tools, advisers will be able to use the tool to study their client base. Meanwhile, the app will provide users with indications of whether their financial plans are on track and propose actionable solutions.