The company betting that the future of investing is human - and building the platform to prove it.
Seeds is a New York-based software company built on a contrarian idea. While much of fintech spent a decade trying to automate financial advisors out of existence, Seeds set out to make them better at the human part of their job. Its platform gives registered investment advisors (RIAs) a single system to assess clients, generate proposals, and run personalized portfolios - the work that used to require three or four disconnected tools.
The company was founded in 2020 by Zachary Conway and his father Michael Conway, who together ran the advisory firm Conway Wealth under the tagline "Aligning Life & Wealth." They noticed an irony in their own practice: the planning conversations were deeply personal, but the portfolios were assembled from cookie-cutter models and a single risk score. The investing itself lacked any of the personalization clients were promised.
Seeds closes that gap. An advisor runs a client through a roughly ten-minute assessment that maps values, goals and preferences into a three-dimensional profile. That profile becomes the starting point for a proposal, which flows into an implemented portfolio - complete with direct indexing, tax-loss harvesting, rebalancing and ongoing trading. The client feels heard; the advisor stops drowning in admin.
In May 2025, the thesis got a $10 million endorsement: a Series A led by fintech investor Portage, bringing Seeds' total funding past $16.5 million. The message from the market was simple - human advice isn't fading. It's a growth market.
"The demand for human financial advice isn't going away. It's increasing."
Seeds folds the sprawl of portfolio operations into one workflow. Instead of stitching together an assessment tool, a proposal generator, a direct-indexing engine and a trading system, advisors run all of it from a single platform.
A three-dimensional assessment maps a client's values, goals and preferences into a personalized proposal starting point - not a single risk score.
Tailored investment proposals connect seamlessly from recommendation to live account implementation.
Tax-loss harvesting, rebalancing and transition tools brought into one platform, no external stitching required.
Personalized portfolio implementation with systematic rebalancing and cash management inside a UMA framework.
Flexible architecture supporting Seeds models, proprietary, third-party and fully customized model portfolios.
Disciplined daily execution with structured oversight and built-in tax-awareness.
Registered investment advisors and independent advisory firms across the US - a fragmented market of roughly 36,000 RIAs overseeing trillions in retail assets. Named users include EViE Financial, Silver Strand Financial Planning, Conway Wealth and Oui Financial.
Advisors personalize the plan but template the portfolio, and lose hours to disconnected legacy tools. Seeds removes the administrative drag and lets advisors deliver customized, values-aligned investing at scale - without giving up the personal touch that makes them worth hiring.
"Seeds allows me to make a custom investment experience for each client without having to do a whole lot of work."
The wealthtech market splits roughly into two camps. Robo-advisors and turnkey platforms lean on automation and standardization. Personalization players promise custom portfolios but often bolt onto an advisor's existing stack. Seeds sits at the intersection: it is an end-to-end system, but its organizing principle is the client relationship, not the algorithm.
Its closest comparisons are advisor-focused personalization and direct-indexing platforms such as Vise, Ethic and YourStake, alongside incumbent portfolio and TAMP platforms like Orion, Envestnet and Addepar. Where many of those either automate the advisor away or serve only large enterprises, Seeds targets independent RIAs who want personalization and operational scale in the same tool.
The other differentiator is provenance. Seeds wasn't built by outsiders theorizing about advisors - it was built by advisors who lived the frustration inside their own firm. That origin shapes the product's bias toward client engagement over pure efficiency.
It also reframes values-based investing. Rather than treating alignment as a trade-off against returns, Seeds builds a client's values directly into a tax-efficient, direct-indexed portfolio - positioning personalization as an enhancement, not a sacrifice.
"It's not just another investment platform. Seeds helps clients invest in what matters to them without compromising performance."
B2B SaaS. Seeds sells its investment-experience platform to RIAs and advisory firms, monetizing the technology that powers portfolio construction, personalization and ongoing execution. It grows by winning independent advisors and expanding the assets they run through the system.
The founding team came out of a working advisory practice, giving Seeds unusual depth on both the client-facing and portfolio-operations sides of advice - assessment design, UMA architecture, tax-aware rebalancing and the messy realities of account transitions.
More than $16.5 million raised, from a values-focused seed round to a growth-stage Series A.
| Round | Amount | Date | Lead / Investors |
|---|---|---|---|
| Seed | $2.7M | Dec 2022 | Social Leverage; The Compound Capital Fund I; DuContra Ventures; Ryan Shanks; Paul Walker; Ba Minuzzi |
| Series A | $10M | May 2025 | Portage (lead); Social Leverage; Blank Ventures |
Portage's other portfolio companies include Alpaca, Conquest Planning and Boosted.ai - a cluster of bets on rebuilding the modern advisor stack.
Advisors Zach and Michael Conway launch Seeds Investor to bring personalization to portfolios, not just plans.
Social Leverage leads a seed raise to help advisors build values-aligned, personalized portfolios.
Seeds broadens from personalization into full portfolio operations - models, UMAs and trading.
Portage leads a Series A, pushing total funding past $16.5M to fund product and hiring.
Seeds grew out of Conway Wealth, whose tagline was "Aligning Life & Wealth."
The company was originally named Seeds Investor before shortening to Seeds.
Its client onboarding assessment is designed to take about ten minutes.
Actor Adrian Grenier's impact fund, DuContra Ventures, backed the seed round.
Seeds' brand mark is a rounded "squircle" that echoes a growing seed.
Repeat backer Social Leverage is led by Stocktwits co-founder Howard Lindzon.
Seeds is a wealthtech platform that lets financial advisors build, personalize and run investment portfolios - combining client assessment, proposals, direct indexing, tax-loss harvesting, rebalancing and trading in one system.
Registered investment advisors (RIAs) and independent advisory firms who want to deliver customized, values-aligned investing at scale.
Seeds was founded in 2020 by Zachary Conway (CEO) and Michael Conway, who previously ran the advisory firm Conway Wealth.
More than $16.5 million total, including a $2.7M seed round in 2022 and a $10M Series A led by Portage in 2025.
Rather than replacing advisors, Seeds equips them - removing administrative burden so advisors can focus on client relationships while delivering personalized portfolios.