Financial planning shouldn't be perceived as clunky, traditional, or outdated. It should be something that's important to people, and therefore needs to have the most beautiful and seamless user experience. BetterTradeOff is a Singapore-headquartered FinTech start-up that is revolutionizing financial planning with a holistic life-planning solution that simplifies and demystifies the financial planning process. It also has a direct-to-consumer solution called Up, which provides people with a do-it-yourself tool to explore and understand different financial choices and outcomes, allowing people to make better financial decisions. The company won the 'Global FinTech Hackcelerator,' which was organized by the Monetary Authority of Singapore (MAS). It also won the 'DIAmond Award – Most Innovative Start-up' at the most prestigious InsurTech event in the world, the DIA Conference 2018. Shannon Cullum, CMO at BetterTradeOff, shares how they are providing some of the world's leading financial institutions with a collaborative tool that allows advisors to work together with clients on a plan to finance and protect their dreams. We also discuss what financial planning should prioritize as an industry. For example, how Hyper personalization and digital experiences can delight customers and improve their lives.