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"Grow your book of business by leveraging machine learning to identify and prioritize high quality prospects"
TL;DR FINNY helps independent financial advisors find and convert new clients, using AI.
Founded by Eden Ovadia, Theodore Janson & Victoria Toli
🧑🔬 The Team
🏦The Sales Whisperer
Eden was most recently at BCG NYC, where she primarily worked in the Tech, Financial Institutions & Private Equity practices. She holds a BEng in Software Engineering from McGill (ML focus).
👾The Model Man
Theo worked as an ML engineer at an early Fintech startup and an AI researcher in Explainable ML. He holds a BEng in EE and Math from McGill and MS in AI from Ecole Polytechnique, Paris.
👩🏼🎨The Visionary
Victoria came from Uber, where she led membership growth for Uber One as a Product Manager. She holds a BS from Stanford in Symbolic Systems (AI focus).
Why are they obsessed with Financial Advisors?
- The Great Wealth Transfer - $80T of wealth will be transferred from the Boomer/Silent Gen to the next generation over the next 20 years.
- Retiring advisors - 45,000 financial advisors are over the age of 65 in the US, managing $3T in wealth that will change management when they retire.
- Wealth creation - Wealth is being created in unprecedented ways (E.g., Innovation, Entrepreneurship, Social media, Racial wealth gain), but the institution serving the wealth has not changed.
- Consolidation - Private equity driving consolidation of a historically long tail of independent advisors.
- Price Inertia - Financial Advisors are used to paying 25 bps annually IN PERPETUITY for referrals. That’s $200B annually from the wealth transfer alone.
💀 The Problem FINNY is Solving
Financial advisors manage >$100T in assets globally. Yet, bringing on new clients is highly inefficient. Their best bet is to repurpose horizontal solutions - like Linkedin, ZoomInfo, and Pitchbook - to create long and noisy prospect lists. However, without a proper way to qualify these leads or even reach their particular niche at scale, advisors end up spending an average of 58 hours going after the wrong, often unqualified prospects before converting one new client.
💡 The Solution
FINNY is reimagining organic growth for financial advisors with AI. Their first product, a multi-channel Sales agent, allows users to sit back and relax while it goes “out in the wild” (aka FINNY's massive database of high-net-worth individuals) and prospects for them. It’s like your intern, except it’s always on, running in the background.
FINNY’s goal is for advisors to wake up in the morning to meetings with prospects on their calendars, entirely booked by FINNY. The company's value proposition is three-fold:
- Prospect identification:
- They identify prospects within their target niche, aggregating thousands of data points per lead and constantly monitoring for life triggers
- Prospect prioritization:
- They prioritize prospects based on their predicted likelihood of converting, a score unique to each advisor and prospect pair
- Prospect outreach & engagement:
- They automate the outreach and meeting scheduling with the high-priority prospects, intelligently selecting the optimal channel for the specific prospect
✅ Progress so far
In just 3 months, FINNY has:
- Released the 1st and 2nd iteration of the product to 15 advisory firms.
- Grown revenue by >11x MoM.
- Got 70 firms to join their waitlist, without any acquisition efforts or outbound.
- Won Morningstar’s Fintech Showcase in July 2024.
- Have been getting some buzz! Here and here.
