About
Synario
Our Mission, Vision, and Commitment to Better Decisions.
Expert implementation means quicker time to value, so you can start planning for tomorrow, today.
What is Synario?
Synario is the business name for PFM’s financial modeling platform for strategic forecasting, and is provided through PFM Solutions LLC. Synario provides users new levels of clarity, credibility, and consensus. The Synario team offers a unique combination of experience, expertise, and technology, and is uniquely qualified to design, customize, deliver, and support a strategic financial planning solution for our clients.
Our understanding of the nuanced considerations attendant to designing, building, and supporting a viable decision-making tool, and the state-of-the-art Synario platform meets the prerequisites for best practices in strategic financial planning.
“Not only is the tool powerful… but we're also working with consultants that are always there to help and not just help, but they've been great at advising"
– Anthony Ferullo, CFO and COO, Endicott College
“Not only is the tool powerful… but we're also working with consultants that are always there to help and not just help, but they've been great at advising"
– Anthony Ferullo, CFO and COO, Endicott College
The Synario Story
Synario was created to fill a gap in the market for those looking for powerful financial modeling software. The only solution was static spreadsheets, and many businesses were looking for a more robust and flexible modeling solution.
SOFTWARE IDEATION & INCEPTION (1999)
In 1999, Kel Hoffmann and Anne Martinez formed a startup—one that would sell a simple financial modeling solution based in Excel. Passionate about his vision, Kel sought out the extraordinary talents of renowned software developer, Craig Cleaveland. The three founders launched their first XML-based product, Whitebirch Planning, in 2003.
THE EARLY STAGES (2012)
Shortly after the launch of Whitebirch, the founders created and patented a unique layering capability and added it to the software. The patented technology allowed for Multiverse Modeling™, which created the first non-destructive financial modeling environment.
ACQUISITION (2015)
In 2015, Whitebirch entered into a joint venture with PFM Solutions, LLC. With PFM's industry expertise, the Whitebirch modeling platform began to evolve from a simple financial modeling tool to a transformative analytical platform that offers state-of-the-art modeling intelligence (MI).
EVOLUTION (2015 – Today)
In July 2019, Whitebirch rebranded to Synario, a name that better reflects the core business focuses: offering a full-field view of financial and strategic scenarios inside a robust cloud-based modeling platform.
Our Vision
To empower organizations to envision and achieve their ideal futures.
Our Mission
To make financial modeling, analysis and collaboration smarter. Every business decision has a consequence. Some decisions are easy and, well, inconsequential, while others are complex with far-reaching ramifications.
Many organizations are reactionary and make off-the-cuff decisions, ricocheting from outcome to outcome while trying to regain control along the way. Others have the foresight and wherewithal to analyze and map their futures. These organizations ask themselves tough questions and make real efforts to answer them. They do not pinball into their futures. They are calculated. They are intentional.
Core Principals
Clarity
We champion clear, confident decision-making rooted in robust analysis. Insight should be accessible to all organizations—regardless of size—so long as they are committed to understanding the future with curiosity and rigor.
Collaboration
We cultivate a culture of respectful collaboration. By embracing diverse perspectives and encouraging open dialogue, we create space for meaningful, consequence-free contributions from all voices.
Commitment
We take ownership of our customers’ challenges and success. Our commitment extends to every stakeholder, guided by a shared responsibility to deliver value with integrity and purpose.
Community
We believe strong communities drive progress. We nurture relationships built on respect, inclusion, and shared goals, recognizing that diverse skills and perspectives are essential to lasting impact.
Change
We embrace change as a constant. By advancing our technology and rethinking how we work, we help customers navigate complexity and adapt with confidence.
78%
Projected accuracy increase
$25m
Expected higher revenue
3 weeks
Faster forecasting time
10x
Return on effort
78%
Projected accuracy increase
$25m
Expected higher revenue
3 weeks
Faster forecasting time
10x
Return on effort
