Carefull Announces Malu Kineret Joins as Senior Account Executive

Kineret brings her years of advisor and wealth transfer solution experience directly in the financial technology space.

New York, August 14, 2024 ?– Carefull, the financial safety service for seniors and those who support them, announced today that Malu Kineret is joining as a senior account executive.? An experienced sales leader, Kineret will focus on supporting the go-to-market strategy for Carefull Pro, the first platform that enables wealth managers to protect older clients from elder fraud, financial exploitation and even the mistakes clients make themselves—while building next-generation relationships to capture wealth transfer.??

“Malu has an uncanny sense for how to help advisors grow,” said Todd Rovak , Carefull co-founder. “She’s trusted by so many in the space, so it’s fantastic to have her telling the Carefull story to an ecosystem looking for more solutions for this client population.”

Kineret brings several years of sales experience directly in the financial technology space. She is joining Carefull from Nitrogen, a growth and engagement platform for wealth management firms. Prior to Nitrogen, Kineret was the advisor acquisition lead at digital estate planning company Trust & Will. “I love helping advisors round out the services they offer and strengthen their relationships with the families they serve,” she said.

With Carefull, Kineret said she looks forward to helping financial advisors protect and retain client assets, while establishing whole family relationships in advance of the inevitable great wealth transfer. “I’m excited to grow brand awareness and bring light to a new technology in the space, the only one specifically designed to support advisors with protecting their older clients from fraud.”

About Carefull

Carefull is an all-in-one financial safety service that organizes and protects everyday finances of older adults and helps support the 45 million U.S. financial caregivers managing the daily finances of an older loved one. Carefull's technology integrates senior-specific financial monitoring, identity theft protection, password and document management, a trusted contacts system and how-to content, replacing the ad hoc paper pile, spreadsheets, bill stack and hold music that today greets older adults looking to maintain financial independence as they age and their loved ones who step in to help. Founded in 2019, Carefull believes that creating safer, smarter family financial protections isn't only about money. It's about relentlessly simplifying the awkward tangle that happens when money and family come together. For more information, visit www.getcarefull.com .