Why we're different

We give users the ability to gain a holistic view of their entire financial situation from one application; investments, cash, credit card debt, student loans, and real estate.

We offer you access to these smart tools and personal advice on investing and financial planning anytime, from anywhere – be it over the phone, via video, or in-person. Based in Atlanta, we’re a team of real people bringing you our financial planning skills and knowledge.

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Four qualities of Wela

We consult on building wealth and simplifying investing on your technology.

1
Knowledgeable advice
We're owned and operated by financial advisors. Every decision, suggestion or idea is influenced by the decades of experience accumulated by our team.
2
Convenient services
You can chat with our team on the site, set up a phone call, video conference call or even meet face-to-face with us, so that you can get your questions answered and feel confident in your financial plan.
3
Affordable options
We provide free tools and resources so that you can create a plan of action to reach your financial goals. Our team also offers a low cost investment management program for when you need a helping hand.
4
Personal attention
There's no one-size-fits-all approach to wealth. We look at your current financial situation and the goals you’ve set to put together your Game Plan to wealth. Let’s start your plan today.

Meet our people

We consult on building wealth and simplifying investing on your time and your technology. We're on hand to thoughtfully answer and relate to your question.

Matt Reiner, CFA, CFP®
CEO, Co-Founder
Matt Reiner is CEO of Wela. As a founding partner and Portfolio Manager, Matt...
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Matt Reiner, CFA, CFP®
Matt Reiner is CEO of Wela. As a founding partner and Portfolio Manager, Matt also coordinates the Investment Committee and translates the decisions into trades and allocation adjustments within the Wela Models. Matt also serves as a Partner for Capital Investment Advisors (CIA). Matt uses his experience and education in Financial Services to craft the digital advisor experience to bring users the same level of personalization they would receive from a traditional financial advisor.
Mitch Reiner, CFP®, CIMA®
Co-Founder
Mitch Reiner is passionate about making financial management cool. Mitch...
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Mitch Reiner, CFP®, CIMA®
Mitch Reiner is passionate about making financial management cool. Mitch drives the long-term investment strategy for Wela. He is a founding partner, sits on the Investment Committee (focus: closed-end funds) and actively advises clients. He is also an Investment Advisor and the Chief Operating Officer of Capital Investment Advisors. He is the 2016 recipient of the Terry College of Business (UGA) Outstanding Young Alumni award.
Eddie Goepp, CFP®
COO
Driven by the desire to help build a foundation of...
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Eddie Goepp, CFP®
Driven by the desire to help build a foundation of providing independent, research-driven investment strategies and financial advice to advisors and individual clients alike, Eddie joined Wela as a Client Strategist in 2012. Backed by almost 10 years in the financial services industry, he’s been an invaluable resource to his clients and the Wela team. As COO, Eddie manages the day to day operations of the firm. This ranges from client service, advisor training, trading / rebalancing and carrying out the strategic initiatives of the Wela platform.
Wes Moss, CFP®
Co-Founder
Now a member of the board at Wela, Wes started his career at...
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Wes Moss, CFP®
Now a member of the board at Wela, Wes started his career at Prudential Securities as a financial advisor before joining the Atlanta office of UBS Financial Services as Vice President Investments and becoming a Certified Financial Planner. Wes merged his wealth management practice with Capital Investment Advisors in 2009. Wes is the host of Money Matters on 95.5FM and AM 750 News Talk WSB in Atlanta. Author of three books, his latest, You Can Retire Sooner Than You Think, was released in 2014.
Hesom Parhizkar
CTO
Hesom Parhizkar is the Chief Technology Officer of Wela.
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Hesom Parhizkar
Hesom is the Chief Technology Officer of Wela. As CTO, Hesom is responsible for developing the company’s long-term technology vision, driving technology strategy, and overseeing the overall architecture and technology standards. He has over 16 years of experience in the definition, design, and development of enterprise software solutions including SaaS Agile development, software strategic planning, product development management, and corporate IT infrastructure and technology initiatives. His background consists of extensive full life cycle software development and implementation experience combined with executive leadership in the institutional investment, engineering, media, and finance sectors. Prior to joining Wela, Hesom most recently served as the Senior Vice President of Technology at eVestment in which he helped led the overall technology strategy, architecture, and goals for eVestment's global SaaS product offerings. In this role, he was responsible for aligning technology roadmaps with overall business goals, leading new product innovations, vendor management, and hardware and software implementations. Prior to that, he served as Software Development Manager as well as Scrum Master at eVestment in which he led the deployment of eVestment products with his expertise in agile development methodologies. Hesom holds a Bachelor of Science degree in Electrical Engineering from Georgia Institute of Technology and a Master of Science degree in Information Technology from Southern Polytechnic State University. He also serves on the Industry Advisory Board for the Information Technology Department Kennesaw State University and is a member of the Association of Information Technology Professionals (AITP). When he is not working, Hesom enjoys spending time with his family and is an avid NBA fan.
Walt Coury
Client Strategist
As Wela’s Client Strategist, Walt is committed to deeply understanding...
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Walt Coury
As Wela’s Client Strategist, Walt is committed to deeply understanding each of his clients’ situations, goals and concerns. Walt has been in the financial services industry for almost five years helping individuals and families build personalized financial plans. After working with large brokerage firms for several years, Walt left to work with an investment firm with a more personal touch. He joined Wela to partake in what he sees as the future of financial planning, digital advising.
James Hernandez
Lead Developer
As a member of the development team, James works to ensure that each...
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James Hernandez
As a member of the development team, James works to ensure that each day the Wela platform responds and adapts to the needs of our users. His passion is writing code, and he follows the development community closely, contributing via Github and Stack Overflow whenever possible. As a full-stack developer, he is infinitely interested in many aspects of his work and is usually reading about code when he's not actively writing it.
Tori Upshaw
Customer Success Manager
Tori brings a contagious energy to the Wela team which translates to her role as Customer Success Manager.
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Tori Upshaw
Tori Upshaw is the Customer Success Manager for Wela. She brings a certain positive light to the Wela team with her passion for serving others. This obviously serves her well when handling customers needs on and everyday basis. Tori graduated from the University of Georgia with a Bachelor of Arts in English. Since moving closer to her hometown, Tori enjoys visiting the different wineries in the beautiful North Georgia mountains and spending time with her family, friends and husband, Beau. She loves UGA football, going to church and spending time outdoors.
Liam Shanahan
Director of Marketing
Liam Shanahan is an entrepreneur at heart with a passion for story telling and problem solving.
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Liam Shanahan
Former collegiate and professional athlete with over a decade of experience in management and team building. Liam joins Wela to lead the marketing team after founding and growing 3 separate ventures within the technology and services industries. Liam brings innate leadership along with the ability to problem solve in fast paced environments. His attention grabbing, authentic story telling marketing philosophy adds a unique spin to how Wela reaches new users.
Marisa Harris-Phang
Digital Content Producer
Marisa Harris-Phang creates rich digital media for Wela
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Marisa Harris-Phang
Marisa Harris-Phang creates rich digital media for Wela, including production and editing for all video and podcasts. She graduated from Georgia State University with a Bachelor of Arts in Film and Video. Marisa loves music, and spends her free time at concerts in and around Atlanta.
Justin Woods
Content Manager
Justin is a content manager that truly gets how to communicate with the Wela user.
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Justin Woods
With a degree in marketing from the University of Tennessee at Chattanooga and experience within sales, Justin is a content manager that truly gets how to communicate with the Wela user. With an insatiable curiosity, Justin is always looking for new ways to add value to the Wela team. And as a native of the beautiful "it" city of Nashville, Justin brings his outside the box thinking directly to the user by way of creative and insightful post on Wela's social media channels and educational blog content.
Morgan Meyer
Associate Product Manager
Morgan is the Product Manager at Wela. She leads the development of our core product.
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Morgan Meyer
Morgan is the Product Manager at Wela. She leads the development of our core product, continually pushing the product forward to adapt to the needs of our users. Morgan graduated from The Ohio State University with a Bachelors of Science in Finance & Portfolio Management. She is a devout Buckeye fan with a passion for sports.
Aura Jimenez
Administrative assistant
Aura is the administrative assistant at Wela. She oversees day to day operations and helps
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Aura Jimenez
Aura is the administrative assistant at Wela. She oversees day to day operations and helps support the team with different tasks that may arise. Aura went to Kennesaw State University where she graduated with a Bachelors Degree in International Affairs. She was born in Bogotá, Colombia and was raised in Suwanee, Georgia. She loves to travel both domestically and abroad. When she’s not traveling she enjoys cheering on The Georgia Bulldogs.

Recent press

“Augmented Intelligence”: Combining Human Intelligence and Technology CFA Institute Magazine Cool personal finance apps that just might save you money USA Today Everything You Need to Know About Your Partner’s Financial Debts Brides Wela Enhances its Free Personal Finance App with Launch of the Benjamin Chatbot Market Wired Wela, the World’s First Financial Advice App Pairing Artificial Intelligence with Real Advisors, Now Available for Android Devices Market Wired Married Finances: The Basics Of Joint Accounts, Budgeting, Etc. Brides 28 Investing tips from experts, because it’s never too late to begin Bustle What Human Advisors Do That Robo Advisors Can’t U.S News Two new services aim to help consumers save American Banker Fintech Firms Offer Inexpensive Insights on Valuation Financial Advisor Retirement Investing Goals for Your 20s, 30s and 40s U.S. News Savings apps are making a big comeback Financial Planning The burgeoning business of helping people save American Banker Wela launches ‘world’s first’ finance app pairing AI with real advisors Alt Fi News Atlanta Firm Takes Families Beyond Life or Debt 11 Alive WXIA Have it YourWela: Financial Advice for Investors at Every Level Hypepotamus The Freewheeling Life of the Virtual Advisor Think Advisor Brains, Bots or Both? Which Financial Adviser? Wall Street Journal Should You Dump Your Financial Adviser For A Robo-Advisor? Forbes