PF Wiz, LLC is the publisher and creator of apps dedicated to bringing affordable DIY personal financial planning solutions to the masses. Its flagship app, Personal Financial Plan Wiz, v2.0 released June 1, 2016, is the first mobile app. that can be used to assess the likelihood that one will achieve their life goals. It provides users with the ability to make changes or “what if” scenarios at any time. Users can request an emailed PDF that summarizes their results and includes useful tips.



Lawrence J. Gitman is the founder of PF Wiz, LLC, the publisher of DIY personal financial planning mobile apps for Apple and Android devices. Dr. Lawrence J. Gitman is a well-known Emeritus Professor of Finance (San Diego State University) and the author of a number of best-selling finance textbooks, used by more than 2 million college students. Dr. Gitman developed the idea for the PF Wiz family of apps while working on a comprehensive personal financial planning web app, with the idea of bringing do-it-yourself personal financial planning tools to the masses as an alternative to expensive financial advisors.  The idea for an app was born when Dr. Gitman saw the need for a simple user interface with minimal user input and the ability to update and make “what if” scenarios at any time. After seeing that nothing like this existed in the mobile app space, he developed the algorithms to make this possible, and Personal Financial Plan Wiz was born – and a family of apps followed.  It is Dr. Gitman’s intention to be a leader in the democratization of Personal Finance by developing apps and online tools and making them affordable and accessible to the masses.

Lawrence J. Gitman received his degrees from Purdue University, the University of Dayton, and the University of Cincinnati. He is a prolific author with over fifty published articles and a number of best-selling college textbooks (all with coauthors), including Personal Financial Planning, Fourteenth Edition (2017), PFIN 5 (2017), Fundamentals of Investing, Thirteenth Edition, (2017), Principles of Managerial Finance, Fourteenth Edition(2015), and Principles of Managerial Finance, Brief, Seventh Edition (2015).

Dr. Gitman has served as a member of the Certified Financial Planner Board of Standards  and as an associate editor of several journals. He has also served as president of a number of academic organizations, including the Academy of Financial Services, the Midwest Finance Association, and the Financial Management Association National Honor Society. In addition, he is a past president of the San Diego Chapter of the Financial Executives Institute.