Veteran FinTech Executive to Head Financial-planning Startup

By Joel Bruckenstein, CFP

OnTrajectory, a cloud-based financial planning tool for financial advisors, enterprises and consumers, has named Linda Bready as its president. Taking a new role for the firm, Bready will pilot the continued development of software as it enters the broader financial-services marketplace.

“I am thrilled that Linda is working with us, as her understanding of what financial firms need from technology is unparalleled,” says Robbie Cannon, investor. “She is an extraordinary operations executive and a talented manager.”

Bready is a longtime fintech expert, having founded B-Ready Outsourcing, a technology service and support firm for Registered Investment Advisors that provided highly specialized virtual reporting services, in 1999. When B-Ready was acquired by Envestnet, it administered $36 billion in assets for 155 clients. Bready has held management positions at Envestnet and
FolioDynamix, consulted for such companies as eMoney, Ezra Consulting Group and various RIA firms and fintech startups, and sits on the board of The Kinnect Company, a platform that enables families to organize and share documents with their chosen professionals.

“I love building businesses, so building OnTrajectory is an exciting challenge,” Bready says. “We have ideas about technology and service that will change the industry.”