Former Betterment Exec Reveals FinanceHQ, Startup Aims to Matchmake Financial Advisors

FinanceHQ has emerged from stealth mode. The startup was launched inside Wilbur Labs in San Francisco, led by a former Betterment exec. Alex Choi is the Fintech’s CEO. Choi spent five years at Betterment, with his most recent position being Head of Strategy & Operations for the RIA-facing business Betterment for Advisors.

According to a release, FinanceHQ aims to help financial advisors grow their business by providing introductions to prospective clients. The company says that following a vetting process, FinanceHQ onboards qualified financial advisors and matches them with individuals seeking advice.

Choi explains that financial advisors provide important guidance for investors, and a trusted individual is invaluable. In the past year, market volatility has led to an increase in people looking for advice.

“While in stealth mode, we have matched hundreds of millions in investable assets with trusted fiduciaries and served individuals across all age and income ranges – from those under 35 with less than $50,000 in annual income to retirees with millions in savings,” said Choi. “I am passionate about helping people achieve financial security and that begins with education and advisory.”

The leadership team includes Amanda Cox as Chief Operating Officer and Amar Parikh as Head of Product. Cox spent her 30-year career working for firms like Bank of America, Merrill Lynch, Silicon Valley Bank, and ABN AMRO. Parikh has led product teams at big tech firms, including Apple, Betterment, and Expedia.



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