our founder
Jerry Szatko spent years as a commercial pilot before becoming a financial advisor. Aviation gave him something most advisors never receive: rigorous behavioral and professional training designed to prepare for high-stakes moments before they arrive. When he moved into financial advising, he found that standard was largely absent—and he built Unitifi to change that.
About Our Founder
Aviation trained Jerry to do more than operate an aircraft. It combined rigorous professional training with deep behavioral preparation—teaching him to read complex situations under pressure, anticipate how circumstances could shift, and make precise decisions when uncertainty set in. Before he ever flew a passenger, he spent hundreds of hours in simulators, studying failure scenarios and practicing the structured thinking required to manage them. He learned how stress affects judgment, how incomplete information demands disciplined protocols, and how preparation before a critical moment determines the outcome of it.
That kind of preparation—behavioral and professional, built before the pressure arrives—was standard in aviation. In financial advising, he would find, it was not.
When he moved into financial advising, that preparation was missing. His clients faced some of the most consequential decisions of their lives—retirement, business exits, inheritance, market volatility—yet the industry offered tools that measured portfolios, not the people behind them.
Standard risk questionnaires captured how clients felt in calm markets. When turbulence hit, those answers gave way to emotion. To Jerry, relying on a single risk score was like flying without instruments: you need reliable data when visibility drops.
Jerry founded Unitifi on a simple conviction—advisors deserve the same preparation for human behavior that pilots have for flight.
By uniting financial strategy with behavioral intelligence, Unitifi helps advisors understand each client’s financial personality, decision-making style, and emotional patterns before volatility strikes. The result is guidance that feels personal, conversations that build trust faster, and plans that reflect the person, not just the assets.
It’s the same advantage that made Jerry confident in the cockpit, now built for the advisors entrusted with their clients’ financial future.
We uncover the deeply held beliefs and biases that dictate how a client views money, wealth preservation, and risk.
Personalize every conversation and tailor guidance to how each client processes information, risk, and change.
Deliver personalized, high-touch guidance that addresses the unique emotional needs of every client.
Intercept panic and keep clients focused on their long-term legacy planning.
Steady clients through volatility by anticipating panic, reducing emotional friction, and keeping clients aligned to the plan when markets get turbulent.
Replace outdated risk scores with science-backed behavioral intelligence.
