Josh Brown, the CEO of Ritholtz Wealth Management, has announced his investment in FINNY AI, a startup that uses artificial intelligence to help financial advisors with prospecting and lead generation. Brown will also join FINNY’s board to provide insights and help shape the company’s product roadmap. Brown’s interest in FINNY started about nine months ago during a platform demo.
FINNY aims to make the prospecting process easier and faster for advisors. It uses a large database to find high-intent prospects who match the advisor’s criteria. FINNY also supports automated outreach and marketing campaigns.
“The specificity advisors can zero in on, and giving the advisor a dashboard for custom-tailoring their messages, is a significant advancement from previous methods,” Brown said. “Success is not just about automation; it requires effort, and those who put in more effort will see greater rewards.”
FINNY’s CEO and co-founder, Eden Ovadia, said the platform is designed for advisors who know their niche and have refined their client profiles.
Josh Brown joins FINNY’s advisory board
The company’s data shows that advisors can be much more efficient with FINNY, allowing a single marketing representative to manage outreach for more advisors than traditional methods. FINNY recently introduced Personalized Feeds and Campaigns features. Personalized Feeds lets advisors create prospect lists based on detailed attributes like location, industry, and personal interests.
Campaigns allow advisors to automate emails and content distribution tailored to specific audiences with a compliance review step. FINNY has received a lot of attention since its start. It participated in the Y-Combinator startup incubator and won the top prize at Morningstar’s annual fintech competition.
Other notable investors include Morningstar CEO Kunal Kapoor and Deel COO Dan Westgarth. Brown joins an advisory board of industry experts, adding more credibility to the startup’s goals.
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