AJ Ayers and Shane Mason built Gemifi after years of helping clients navigate cash flow, diversification, and tax planning decisions tied to stock compensation at Brooklyn Fi.
What started as an internal system evolved over multiple years as their team kept refining how equity planning should actually work in practice. They developed Gemifi inside Brooklyn Fi to give advisors a faster, more structured way to collect grant data, pressure test decisions, and deliver clear recommendations without rebuilding the process from scratch for every client.
The goal was never just to make analysis cleaner. It was to expand advisor capacity. By turning repeatable stock-comp workflows into software, the team could support more client complexity, reduce spreadsheet overhead, and help more advisors operate with the confidence and consistency usually reserved for the most specialized practitioners.
Gemifi distills that internal operating system into a product that helps advisory teams get to the right answers faster, collaborate more effectively, and scale their equity planning capabilities without sacrificing quality.
