The AI growth officer for financial advisors - reading the market for money in motion, then doing the outreach so advisors can do the advising.
FINNY, photographed as a wordmark. The engineering trio behind it - Ovadia, Toli and Janson - built a scoring model that ranks millions of households by their likelihood to need an advisor.
For most financial advisors, the hardest part of the job has never been managing a portfolio. It is finding the next person whose portfolio needs managing. Growth has traditionally run on referrals and relationships - a model that works, but only scales as far as an advisor's calendar allows. FINNY, a New York startup founded in March 2024, is a bet that artificial intelligence can change that arithmetic.
The company describes itself as "the AI growth officer for financial advisors." In practice, that means automating the entire top of the client-acquisition funnel: identifying who to reach, ranking them by likelihood to convert, writing outreach in the advisor's own voice, and following up across email, LinkedIn and voicemail. The advisor's job shifts from hunting for leads to showing up for the meetings FINNY books.
The idea has moved quickly. In December 2025 FINNY closed a $17 million Series A led by Venrock, bringing total funding above $20 million at a reported valuation near $150 million. Its co-founders - Eden Ovadia, Victoria Toli and Theo Janson, all 27 - were named to the Forbes 30 Under 30 2026 AI list. And more than 400 advisory firms now run the platform.
Pulls public and licensed data on 300M+ North American prospects - an estimated 6-10 billion data points a day.
Flags "money-in-motion" events: job changes, inheritances, home purchases, retirements and other liquidity moments.
The proprietary F-Score ranks each match by likelihood to convert, matched to the advisor's niche.
Generates personalized outreach in the advisor's voice and runs multi-channel campaigns with automated follow-up.
The wealth industry has a structural bind. Surveys of billion-dollar RIAs find that 83% cite advisor time constraints as a major barrier to growth, while 67% rank organic expansion as a top strategic priority. The two facts collide: advisors want to grow, but the growth work competes directly with serving existing clients.
Meanwhile, the referral pipelines many firms relied on are tightening. When custodians raise the asset minimums on their advisor-referral programs, smaller RIAs quietly lose a lifeline. FINNY's thesis is that the next decade of advisor growth will be outbound and data-driven - and that the tooling for it did not exist. "There simply wasn't a tool that captures the nuances of the average investor and their key financial needs," says CEO Eden Ovadia.
"Referrals scale linearly with your time. We build a system delivering outcomes continuously - even when you're sleeping or golfing."
Scans hundreds of millions of households across thousands of data points to detect money-in-motion events and rank prospects by conversion likelihood.
Aggregates public and licensed private data on 300M+ prospects and surfaces the high-intent leads matched to each advisor's niche.
Generates personalized content in the advisor's voice and runs multi-channel campaigns - email, LinkedIn, voicemail - with automated follow-ups.
Notifies advisors of booked meetings and inbound inquiries while machine learning continuously refines targeting and messaging.
FINNY sells B2B SaaS subscriptions to advisors and firms, with individual advisor plans reported to start around $500 a month and larger tiers for RIAs and advisory networks. Customers include networks like Focus Financial Partners, Integrated Partners and Apollon Wealth Management.
The category is crowded with generic sales tools - ZoomInfo, LinkedIn Sales Navigator, Salesloft, Apollo. FINNY's differentiation is that it is wealth-native: built around the specific signals that matter to advisors and automating the full workflow end to end, rather than handing over a spreadsheet of contacts. Its performance claim - roughly $7.7 million in new client assets per advisor per year at near-zero acquisition cost - is the number the company leans on to make that case.
"FINNY is solving the biggest challenge advisors face today: finding and connecting with the right clients."
| Round | Amount | Date | Selected Investors |
|---|---|---|---|
| Seed | $4.3M | Dec 2024 | Y Combinator, Maple VC, Crossbeam Ventures |
| Series A | $17M | Dec 2025 | Venrock (lead), Activant, William McNabb, Jason Wenk |
Total funding above $20M at a reported valuation near $150M. Backers span venture and the wealth establishment - including former Vanguard chairman and CEO William McNabb and Altruist founder Jason Wenk.
AI engineers Eden Ovadia, Victoria Toli and Theo Janson launch the company to automate advisor prospecting.
Backed by Y Combinator, Maple VC and Crossbeam Ventures.
Latest version ships; adoption climbs past 400 firms and revenue grows 50x through the year.
Venrock leads, joined by Bill McNabb and Jason Wenk; total funding tops $20M.
All three co-founders named to the Forbes 30 Under 30 2026 AI list.
FINNY is an AI prospecting and marketing platform for financial advisors. It identifies high-intent prospects using its F-Score engine, then automates personalized outreach across email, LinkedIn and voicemail.
The F-Score (FINNY Score) is a proprietary model that scans millions of households for money-in-motion signals - like job changes, inheritances or home purchases - and ranks prospects by how likely they are to convert.
Financial advisors, RIAs and wealth management firms. More than 400-500 advisory firms use the platform, including networks like Focus Financial Partners and Integrated Partners.
Over $20 million total - a $4.3M seed round in December 2024 and a $17M Series A led by Venrock in December 2025, at a reported valuation near $150M.
FINNY was founded in March 2024 by AI engineers Eden Ovadia (CEO), Victoria Toli (President) and Theo Janson, all named to the Forbes 30 Under 30 2026 AI list.
Sources: finny.com, Forbes, InvestmentNews, WealthManagement.com, BusinessWire, FinTech Global. Figures approximate where noted.