FINNY AI, a next-generation prospecting startup for financial advisors, announced this week that it had raised $4.2 million in seed funding.
Maple VC and HNVR co-led the round, which also included Crossbeam Ventures, Liquid 2, Y Combinator, Morningstar CEO Kunal Kapoor, Gusto chief product officer Tomer London and Deel COO Dan Westgarth.
The AI-powered FINNY platform matches advisors to likely prospects using algorithms that ingest vast amounts of data to better personalize the experience for both and help speed up the process with automated outreach.
“FINNY will use the latest round of funding to double down on our vision of building the first AI agent for financial advisors,” said CEO Eden Ovadia.
“This includes building out multi-model outreach capabilities and focusing on scaling the product to meet the demand we’ve seen from larger firms,” Ovadia said.
The additional outreach will include voice and text, in addition to email—and will even extend to sending postcards, she said.
According to Ovadia, who was recently named one of WealthManagement.com’s Ten To Watch in 2025, the startup’s waiting list now includes close to 250 qualified and vetted firms that manage $1.5 trillion in assets.
Prospecting and lead generation have long represented an almost intractable problem for advisory firms, which, despite technology, have continued to rely on referrals.
“One of my first jobs in college was cold-calling prospective clients for a financial advisor,” wrote Andre Charoo, founder of Maple VC, in the blog post announcing the funding.
“Even back then, it was clear that client acquisition was a hair-on-fire problem, so when I met the FINNY team decades later, I was surprised that no one had managed to crack the code and saw the need for what they were building immediately,” Charoo continued.