EFE Appoints CPO

Edelman Financial Engines (EFE) has appointed Michael Liersch as chief planning officer, effective August 29.

In this newly created role, Liersch will lead the firm’s strategic agenda around financial planning, advice, and solutions, evolving the firm’s offering to respond to the dynamic needs of clients. He will report directly to CEO Jay Shah.

“Many people think money management is just about dollars and numbers—but it’s really about emotion and trust. That makes it inherently behavioral,” shared Jay Shah, CEO of Edelman Financial Engines. “Michael’s expertise at the intersection of planning, advice, and solutions, combined with his behavioral finance background and a unique perspective on the human side of money, makes him an exceptional fit. His leadership will be instrumental in helping us fulfill our purpose and to realize our vision of being the financial planning firm.”

As chief planning officer, Liersch will drive collaboration between investment management and the teams responsible for planning, educational content, and advanced advice. The role is distinct from the firm’s recently announced President, Ralph Haberli, who will focus on business channel growth and operational excellence.

“What drew me to Edelman Financial Engines is its keen awareness that money decisions are deeply intertwined with people’s hopes, fears, and dreams,” said Liersch. “Having grown up in a household where every dollar mattered, I understand firsthand how financial uncertainty can shape one’s relationship with money. My experience instilled in me a deep belief that financial planning isn’t just about figures—it’s about dignity, opportunity, and peace of mind.”

Liersch most recently served as the head of Advice & Planning at Wells Fargo. He holds an AB in economics from Harvard University and a PhD in cognitive psychology from the University of California, San Diego.