Meet Shelby

Shelby C. George, JD, CEBS is passionate about using her knowledge to help Wall Street better meet the needs of Main Street.

Since 2019, Shelby has been leading benefits technology firm, PERKY, as Chief Executive Officer. Under her leadership, PERKY is guiding the way to smarter employee benefits adoption—and happier HR professionals—by providing plan participants personalized, trustworthy decision support.

In 2018, Shelby began teaching business students at University of Rochester, Simon Business School. Her areas of interest include professional communication, financial therapy and spending behaviors, financial literacy, and persuasion and behavior change. That same year, she was a recipient of the first-ever Rochester Business Journal Women of Excellence awards, which recognize leadership, career accomplishments, community involvement and sustained commitment to mentoring. 

Previously, Shelby was an author and presenter for Manning & Napier Advisors, discussing financial and employee benefits topics. She consulted for Wells Fargo before that, helping employers further their benefits objectives, including better communication and plan design as well as compliance with regulatory requirements. 

One to give back to her community, Shelby has coached a team of elementary students as a volunteer with Girls on the Run as well as tutored college graduates in preparation for the LSAT entrance exams. She has also served on a variety of non profit Boards of Directors, including the Women’s Foundation of Genesee Valley.

Shelby is a Certified Financial Education Instructor, Certified Behavioral Finance Advisor, and Certified Employee Benefits Specialist (CEBS). She has held Series 6 and 63 licenses as well as Accident, Health, Life, Variable Life and Variable Annuity insurance broker licensing. 

With subject matter expertise in ERISA fiduciary best practices, digital engagement, artificial intelligence (AI), retirement planning, and 401(k) investments, Shelby is frequently sought after to speak at industry events across the United States. In fact, she has participated in over 50 national and regional speaking engagements spanning more than 20 states. 

You might discover her in national industry publications such as Bloomberg Businessweek, U.S. News & World Report, WealthManagement.com, and WSJ Digital considering she is often quoted for her expertise.