values-based-investing
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Seeds
Seeds is a New York-based wealthtech company that gives financial advisors an end-to-end platform for building personalized, values-aligned investment portfolios. Founded in 2020 by advisors Zach and Michael Conway, Seeds combines client assessment, proposal generation, direct indexing, tax-loss harvesting, rebalancing and trading into a single system - letting registered investment advisors (RIAs) deliver customized investing at scale without stitching together legacy tools. The company has raised more than $16.5 million, including a $10M Series A led by Portage in 2025.
Zachary Conway
Zachary Conway is the founder and CEO of Seeds, a New York-based fintech that helps financial advisors turn client values into personalized, automated investment portfolios. A former Standard & Poor's editorial manager who grew up inside his father's wealth-advisory firm, Conway built Seeds to close the gap between what investors believe and what they actually own. Under his leadership the platform crossed $1 billion in assets under management within three years and raised a $10 million Series A led by Portage in 2025, bringing total funding to roughly $16.5 million.
OpenInvest, a J.P. Morgan company
OpenInvest is a San Francisco fintech that built the first automated platform for values-based investing, letting advisors and their clients tilt portfolios toward causes like decarbonization, deforestation-free supply chains and workforce diversity while tracking measurable impact. Founded in 2015 as one of the very few VC-backed Public Benefit Corporations and backed by Y Combinator, Andreessen Horowitz and QED, it was acquired by J.P. Morgan in 2021 and folded into the bank's Private Bank and Wealth Management offerings, where its technology powers personalized ESG customization and impact reporting at scale.
Conor Murray
Conor Murray is the cofounder and CEO of OpenInvest, the values-based investing platform acquired by J.P. Morgan in 2021. An MIT-trained mathematician and computer scientist, he built portfolio-optimization technology at Bridgewater Associates managing more than $150 billion before starting OpenInvest in 2015 to let everyday investors align their money with their ethics. He now guides ESG innovation inside J.P. Morgan Wealth Management.