, a Triad-based startup, brought home “Best of Show” honors from the conference in San Francisco earlier this week.

The company prevailed over 57 other startups. The event required the competitors to demonstrate their financial technology.

The more than 300 conference attendees picked the winner.

SimpliFi’s product is designed to provide middle- and lower-income users with financial planning and advice. The company is a registered investment advisor with the Securities and Exchange Commission.

The Web-based service features “Sophie,” which the company describes as a ”virtual financial advisor.” The system collects information from users and develops a plan based on debts, assets, insurance and other information. Its focus is on long-term planning.

SimpliFi doesn’t charge for the service, relying on fees from partners who sell related services to SimpliFi users.

“Currently, less than 5 percent of Americans have a written financial plan, but those with a plan are 250 percent more likely to achieve their financial goals,” said SimpliFi Chief Executive Officer Bryan Link. “We believe that everyone, no matter their income or tax bracket, should have access to professional financial planning tools and advice.”

SimpliFi released the third version of its software this week. The company launched in 2004 as a tenant in Wake Forest University’s Babcock Demon Incubator.