# Finny

> FINNY is a New York-based, YC-backed AI growth and prospecting platform built exclusively for financial advisors, using data intelligence, predictive matching, content, and automated outreach to help advisors identify and convert high-intent prospects.

Company page on Leadbay: https://mad-max.leadbay.ai/company/finny.com · loaded 2026-10-29

## At a glance

- Website: https://finny.com
- Team based in: New York (finny.com and 1 more)
- Founders: Eden Ovadia, Victoria Toli, Theodore Janson
- Industry: Technology, Information and Internet
- Employees: 44 (employees and founders, investors not counted; finny.com and 1 more)
- Total funding: $21.9M (finny.com and 1 more)
- Backed by: Venrock, Activant, Y Combinator, Maple VC, Crossbeam Ventures, HNVR, Liquid 2, William McNabb, Jason Wenk, Morningstar CEO Kunal Kapoor, Gusto CPO Tomer London, Deel COO Dan Westgarth
- Seen in its site's code: Google Tag Manager (googletagmanager.com/gtm.js), Cloudflare (/cdn-cgi/), Google Workspace (MX alt1.aspmx.l.google.com), Slack (TXT slack-domain-verification) (read 2026-10-30)
- Email: sales@finny.com, support@finny.com

## What it sells, to whom

- FINNY is a New York-based, YC-backed AI growth and prospecting platform built exclusively for financial advisors, using data intelligence, predictive matching, content, and automated outreach to help advisors identify and convert high-intent prospects. ([finny.com](https://finny.com/), [finny.com](https://finny.com/blog/finny-forms-relationship-with-osaic-to-bring-ai-powered-growth-to-national-advisor-network/), [ycombinator.com](https://www.ycombinator.com/companies/finny-ai))

## Why it stands out

- 2024 Morningstar Annual Fintech Showcase winner / Best of Show ([finny.com](https://finny.com/), [ycombinator.com](https://www.ycombinator.com/companies/finny-ai), [finny.com](https://finny.com/blog/finny-raises-a-17m-series-a-to-help-great-advisors-help-more-people))
- Datos Insights Best WealthTech Company 2025 ([finny.com](https://finny.com/), [ycombinator.com](https://www.ycombinator.com/companies/finny-ai), [finny.com](https://finny.com/blog/finny-raises-a-17m-series-a-to-help-great-advisors-help-more-people))
- Competes with: ZoomInfo, LinkedIn Sales Navigator, Crunchbase, PitchBook, Catchlight, Wealthfeed, WEALTHAWK, Cashmere ([techcrunch.com](https://techcrunch.com/2024/12/11/yc-backed-finny-helps-financial-advisors-find-new-clients/), [investmentnews.com](https://www.investmentnews.com/advisor-tech/finny-raises-17m-for-its-prospecting-technology/265659))

## Products and services

- AI growth officer / organic growth platform for financial advisors ([finny.com](https://finny.com/), [finny.com](https://finny.com/blog/finny-raises-4-3m-in-seed-funding-to-build-the-ai-agent-helping-financial-advisors-grow/), [finny.com](https://finny.com/blog/finny-forms-relationship-with-osaic-to-bring-ai-powered-growth-to-national-advisor-network/))
- F-Score matching engine that ranks prospects by predicted likelihood of converting for a specific advisor ([finny.com](https://finny.com/), [finny.com](https://finny.com/blog/finny-raises-4-3m-in-seed-funding-to-build-the-ai-agent-helping-financial-advisors-grow/), [finny.com](https://finny.com/blog/finny-forms-relationship-with-osaic-to-bring-ai-powered-growth-to-national-advisor-network/))
- Prospect identification using life-event and other intent signals ([finny.com](https://finny.com/), [finny.com](https://finny.com/blog/finny-raises-4-3m-in-seed-funding-to-build-the-ai-agent-helping-financial-advisors-grow/), [finny.com](https://finny.com/blog/finny-forms-relationship-with-osaic-to-bring-ai-powered-growth-to-national-advisor-network/))
- Intent Search using 1.8 billion daily-updated intent signals ([finny.com](https://finny.com/), [finny.com](https://finny.com/blog/finny-raises-4-3m-in-seed-funding-to-build-the-ai-agent-helping-financial-advisors-grow/), [finny.com](https://finny.com/blog/finny-forms-relationship-with-osaic-to-bring-ai-powered-growth-to-national-advisor-network/))
- AI-generated personalized content, campaigns, and market updates ([finny.com](https://finny.com/), [finny.com](https://finny.com/blog/finny-raises-4-3m-in-seed-funding-to-build-the-ai-agent-helping-financial-advisors-grow/), [finny.com](https://finny.com/blog/finny-forms-relationship-with-osaic-to-bring-ai-powered-growth-to-national-advisor-network/))
- Multi-Channel Campaigns across email, voicemail, LinkedIn, and direct mail ([finny.com](https://finny.com/), [finny.com](https://finny.com/blog/finny-raises-4-3m-in-seed-funding-to-build-the-ai-agent-helping-financial-advisors-grow/), [finny.com](https://finny.com/blog/finny-forms-relationship-with-osaic-to-bring-ai-powered-growth-to-national-advisor-network/))
- Automated follow-up and meeting scheduling ([finny.com](https://finny.com/), [finny.com](https://finny.com/blog/finny-raises-4-3m-in-seed-funding-to-build-the-ai-agent-helping-financial-advisors-grow/), [finny.com](https://finny.com/blog/finny-forms-relationship-with-osaic-to-bring-ai-powered-growth-to-national-advisor-network/))
- FINNY for Enterprise Teams ([finny.com](https://finny.com/), [finny.com](https://finny.com/blog/finny-raises-4-3m-in-seed-funding-to-build-the-ai-agent-helping-financial-advisors-grow/), [finny.com](https://finny.com/blog/finny-forms-relationship-with-osaic-to-bring-ai-powered-growth-to-national-advisor-network/))

## Customers and markets

- **Customers**: 400+ firms across RIAs, broker-dealers, and banks as of December 2025, Focus Financial Partners, Integrated Partners, Apollon Wealth Management, Osaic network: more than 270 financial institutions and 11,000 financial professionals, Mercer Advisors (flagship enterprise user) ([finny.com](https://finny.com/blog/finny-launches-enterprise-growth-platform-with-mercer-advisors-as-flagship-user), [finny.com](https://finny.com/blog/finny-forms-relationship-with-osaic-to-bring-ai-powered-growth-to-national-advisor-network/), [forbes.com](https://www.forbes.com/sites/martinacastellanos/2025/12/18/finny-raises-17-million-as-it-seeks-to-upend-advisor-prospecting-with-artificial-intelligence/))
- **Markets**: U.S. financial advisors and independent RIAs seeking organic client growth. ([finny.com](https://finny.com/), [finny.com](https://finny.com/blog/finny-forms-relationship-with-osaic-to-bring-ai-powered-growth-to-national-advisor-network/), [prnewswire.com](https://www.prnewswire.com/news-releases/affiliated-advisors-launches-ai-driven-organic-growth-initiative-in-partnership-with-finny-302870868.html))
- **Markets**: Large RIAs, broker-dealers, wirehouse teams, and wealth-management platforms via enterprise sales and FINNY for Enterprise Teams. ([finny.com](https://finny.com/), [finny.com](https://finny.com/blog/finny-forms-relationship-with-osaic-to-bring-ai-powered-growth-to-national-advisor-network/), [prnewswire.com](https://www.prnewswire.com/news-releases/affiliated-advisors-launches-ai-driven-organic-growth-initiative-in-partnership-with-finny-302870868.html))

## Team

- Eden Ovadia, CEO & Co-Founder
- Victoria Toli, Co-Founder & President
- Theodore Janson, Co-Founder & CTO
- Kelcy Koenig, Founding VP of Growth
- Aaron Gibralter, Vice President of Engineering
- Joseph Ortiz, Head of People & Talent
- Molly Chambers, Head of Enterprise Customer Success
- Curtis Oberg, Head of Business Operations
- Remy Zagorski, Head of Design
- Peter Xing, Founding Product Manager

Backed by: Venrock, Activant, Y Combinator, Maple VC, Crossbeam Ventures, HNVR, Liquid 2, William McNabb, Jason Wenk, Morningstar CEO Kunal Kapoor, Gusto CPO Tomer London, Deel COO Dan Westgarth

## Latest news

- 2026-09-25 · [FINNY pivots to a 'pay-as-you-grow' revenue-share model - InvestmentNews](https://www.investmentnews.com/advisor-tech/finny-pivots-to-a-pay-as-you-grow-revenue-share-model/268303) (investmentnews.com)
- 2026-06-09 · [FINNY Launches Enterprise Growth Platform With Mercer Advisors as Flagship User](https://www.businesswire.com/news/home/20260609416311/en/FINNY-Launches-Enterprise-Growth-Platform-With-Mercer-Advisors-as-Flagship-User) (businesswire.com)
- 2026-04-14 · [FINNY Debuts ‘Hunter’, New AI Agent That Thinks, Guides and Acts as Chief Growth Officer for Advisors](https://www.businesswire.com/news/home/20260414451772/en/FINNY-Debuts-Hunter-New-AI-Agent-That-Thinks-Guides-and-Acts-as-Chief-Growth-Officer-for-Advisors) (businesswire.com)
- 2026-03-12 · [FINNY raises $17M for its prospecting technology - InvestmentNews](https://www.investmentnews.com/advisor-tech/finny-raises-17m-for-its-prospecting-technology/265659) (investmentnews.com)
- 2025-12-22 · [FINNY raises $17m series A to scale AI prospecting platform](https://fintech.global/2025/12/22/finny-raises-17m-series-a-to-scale-ai-prospecting-platform/) (fintech.global)

## Where to find more

- [This page in Markdown, for agents](https://mad-max.leadbay.ai/company/finny.com.md)

## Decision makers

- [Eden Ovadia](https://mad-max.leadbay.ai/person/eden-ovadia--finny.com.md), CEO & Co-Founder
- [Victoria Toli](https://mad-max.leadbay.ai/person/victoria-toli--finny.com.md), Co-Founder & President
- [Theodore Janson](https://mad-max.leadbay.ai/person/theodore-janson--finny.com.md), Co-Founder & CTO
- [Kelcy Koenig](https://mad-max.leadbay.ai/person/kelcy-koenig--finny.com.md), Founding VP of Growth
- [Aaron Gibralter](https://mad-max.leadbay.ai/person/aaron-gibralter--finny.com.md), Vice President of Engineering
- [Joseph Ortiz](https://mad-max.leadbay.ai/person/joseph-ortiz--finny.com.md), Head of People & Talent
- [Molly Chambers](https://mad-max.leadbay.ai/person/molly-chambers--finny.com.md), Head of Enterprise Customer Success
- [Curtis Oberg](https://mad-max.leadbay.ai/person/curtis-oberg--finny.com.md), Head of Business Operations
- [Remy Zagorski](https://mad-max.leadbay.ai/person/remy-zagorski--finny.com.md), Head of Design

Work emails and direct phones come with a Leadbay account: https://wow.leadbay.ai/?register=true

Where it comes from: 22 sites read (finny.com, ycombinator.com, forbes.com, techcrunch.com, investmentnews.com, privatewealthdaily.com, businesswire.com, fintech.global, …).

## Best angle

2026-10-15 · Customers: The number one question we often get at FINNY is "What happens when all advisors inevitably sign up to FINNY, does it get saturated?" (1 source)

## Best way in

- Message on X: The company's own account

## Signals: what happened

- 2026-10-29 · Headcount: Headcount up 95% in a year (1 source: [A company database](https://finny.com/))
- 2026-10-15 · News: Hunter combines your unique voice with a deep knowledge base of actual data to create messaging that resonates with your audience. (1 source: [linkedin.com](https://www.linkedin.com/posts/finnyai_hunter-combines-your-unique-voice-with-a-activity-7516539127555604481-rwXj))
- 2026-10-15 · Customers: The number one question we often get at FINNY is "What happens when all advisors inevitably sign up to FINNY, does it get saturated?" (1 source: [linkedin.com](https://www.linkedin.com/posts/edenovadia_the-number-one-question-we-often-get-at-finny-activity-7516508267313889280-RT6C))
- 2026-09-29 · News: FINNY's Post (1 source: [linkedin.com](https://www.linkedin.com/posts/finnyai_in-case-you-missed-the-recent-huge-news-about-activity-7501673083590684672-_4zv))
- 2026-09-25 · News: FINNY pivots to a 'pay-as-you-grow' revenue-share model (1 source: [investmentnews.com](https://www.investmentnews.com/advisor-tech/finny-pivots-to-a-pay-as-you-grow-revenue-share-model/268303))
- 2026-09-25 · Partnership: When great companies partner together, amazing things happen. We're excited to announce that we're working with Integrated Advisors Network to give their advisors access to the best organic growth tools available. (2 sources: [linkedin.com](https://www.linkedin.com/posts/finnyai_when-great-companies-partner-together-amazing-activity-7509268395268378625-KIv8), [linkedin.com](https://www.linkedin.com/posts/edenovadia_finny-visionary-square-were-partnering-activity-7519009823825248257-ZAew))
- 2026-09-22 · News: Most sharks have five gills on each side of their head. InvestmentNews named us one of their Five Star Technologies for 2026. Coincidence? Absolutely. But it's still pretty cool, and if we're … (1 source: [linkedin.com](https://www.linkedin.com/posts/finnyai_most-sharks-have-five-gills-on-each-side-activity-7508215370374135808-VvVJ))
- 2026-08-26 · Interviews: The WealthStack Podcast: Why F…–The WealthStack Podcast (1 source: [podcasts.apple.com](https://podcasts.apple.com/ca/podcast/the-wealthstack-podcast-why-finny-ai-is-rethinking/id1590369855?i=1000785983253))
- 2026-08-24 · News: Wow! It's a tremendous honor to see our team represented among the ThinkAdvisor Luminaries finalists. (1 source: [linkedin.com](https://www.linkedin.com/posts/finnyai_wow-its-a-tremendous-honor-to-see-our-team-activity-7497730588167274496-077F))
- 2026-08-10 · Partnership: FINNY is live in San Diego at LPL Financial Focus! Drop by our booth in the Tech & Affinity Partners section to meet the team and see how easy it is to … (1 source: [linkedin.com](https://www.linkedin.com/posts/finnyai_finny-is-live-in-san-diego-at-lpl-financial-activity-7492679288014491649-ntEj))
- 2026-06-09 · Product: FINNY Launches Enterprise Growth Platform With Mercer Advisors as Flagship User (2 sources: [businesswire.com](https://www.businesswire.com/news/home/20260609416311/en/FINNY-Launches-Enterprise-Growth-Platform-With-Mercer-Advisors-as-Flagship-User), [businesswire.com](https://www.businesswire.com/news/home/20260624571306/en/FINNY-Unveils-Refreshed-Brand-Identity-Echoing-Its-Mission-to-Modernize-Advisor-Growth))
- 2026-04-14 · News: FINNY Debuts ‘Hunter’, New AI Agent That Thinks, Guides and Acts as Chief Growth Officer for Advisors (1 source: [businesswire.com](https://www.businesswire.com/news/home/20260414451772/en/FINNY-Debuts-Hunter-New-AI-Agent-That-Thinks-Guides-and-Acts-as-Chief-Growth-Officer-for-Advisors))

## Working on now

- FINNY is positioning itself as an AI growth officer for financial advisors, automating signal-based campaigns, prospecting, follow-up, inbound tracking, and growth analytics.
- The immediate product focus is embedded advisor workflows: on October 27–28, 2026 FINNY launched an MCP connector for Anthropic’s Claude for Financial Advisors, exposing campaign analytics, prospect-data enrichment, uploads, and FINNY’s knowledge base.
- The company is expanding upmarket with FINNY for Enterprise Teams; Mercer Advisors is using the platform to centralize prospecting, outreach, lead routing, permissions, approvals, analytics, and compliance across advisor groups.
- FINNY is lowering adoption barriers through Pay-as-You-Grow and distribution partnerships, while targeting independent advisors, large RIAs, broker-dealers, and advisor networks.
- Geographically, the reviewed material indicates a primarily U.S. market: Osaic’s U.S. network, U.S. RIA custody integrations, and nationwide Visionary Square distribution; no international market launch was identified.

From: [The AI growth officer for financial advisors | FINNY](https://finny.com/), [FINNY Forms Relationship With Osaic to Bring AI-Powered Growth to National Advisor Network – FINNY](https://finny.com/blog/finny-forms-relationship-with-osaic-to-bring-ai-powered-growth-to-national-advisor-network/), [FINNY Comes to Anthropic’s Claude for Financial Advisors, Bringing Campaign Results and Prospect Data](https://www.businesswire.com/news/home/20261027554268/en/FINNY-Comes-to-Anthropics-Claude-for-Financial-Advisors-Bringing-Campaign-Results-and-Prospect-Data), [Wealthtech Roundup: Amplify, Advisor360°, FINNY, YCharts And More](https://www.wealthsolutionsreport.com/wealthtech-roundup-amplify-advisor360deg-finny-ycharts-and-more/), [Wealthtech Roundup: WealthReach, NewEdge, AssetMark And More](https://www.wealthsolutionsreport.com/wealthtech-roundup-wealthreach-newedge-assetmark-and-more/)

## Summary

FINNY is an AI-powered growth platform designed to help financial advisors and wealth management firms find, qualify, and convert new clients [1][2]. It acts as an automated growth officer by aggregating millions of data points to identify individuals experiencing "money-in-motion" events, such as career changes or inheritances, and manages personalized outreach through an AI agent named Hunter [3][2][4]. The company was founded in 2024 by CEO Eden Ovadia, President Victoria Toli, and CTO Theodore Janson [3][2][4]. It has raised over $20 million in funding from investors including Venrock, Y Combinator, William McNabb, and various industry executives [3][5]. FINNY serves both individual financial advisors and large wealth management firms, such as Mercer Advisors and Osaic [3][2]. Its pricing model is a hybrid, consisting of a $50 monthly subscription fee plus a 20 basis point revenue share on new assets sourced through the platform [6][4]. Competitors include ZoomInfo, LinkedIn Sales Navigator, Apollo, and other AI-driven prospecting tools like Wealthfeed and Catchlight [3][7][5]. Recent news includes the June 2026 launch of an enterprise platform for large firms and the implementation of its new Pay-As-You-Grow revenue-share model [6][2].

[1]: https://finny.com/ "The AI growth officer for financial advisors | FINNY"
[2]: https://www.investmentnews.com/goria/practice-management/finny-launches-enterprise-ai-growth-platform-with-mercer-advisors/266941 "FINNY launches enterprise AI growth platform with Mercer Advisors - InvestmentNews"
[3]: https://www.forbes.com/sites/martinacastellanos/2025/12/18/finny-raises-17-million-as-it-seeks-to-upend-advisor-prospecting-with-artificial-intelligence/ "Finny Raises $17 Million As It Seeks To Upend Advisor Prospecting With Artificial Intelligence"
[4]: https://www.privatewealthdaily.com/tech/vendor/finny "FINNY: AI tools | PWD Tech Directory — Private Wealth Daily"
[5]: https://www.investmentnews.com/advisor-tech/finny-raises-17m-for-its-prospecting-technology/265659 "FINNY raises $17M for its prospecting technology - InvestmentNews"
[6]: https://www.investmentnews.com/advisor-tech/finny-pivots-to-a-pay-as-you-grow-revenue-share-model/268303 "FINNY pivots to a 'pay-as-you-grow' revenue-share model - InvestmentNews"
[7]: https://techcrunch.com/2024/12/11/yc-backed-finny-helps-financial-advisors-find-new-clients/ "YC-backed Finny is using AI to match financial advisors with prospects | TechCrunch"
[8]: https://finny.com/blog/finny-raises-4-3m-in-seed-funding-to-build-the-ai-agent-helping-financial-advisors-grow/ "FINNY Raises $4.3M in Seed Funding To Build the AI Agent helping Financial Advisors grow | FINNY"

## Sources

- [Finny's website](https://finny.com)
- [FINNY Forms Relationship With Osaic to Bring AI-Powered Growth to National Advisor Network – FINNY](https://finny.com/blog/finny-forms-relationship-with-osaic-to-bring-ai-powered-growth-to-national-advisor-network/)
- [FINNY Comes to Anthropic’s Claude for Financial Advisors, Bringing Campaign Results and Prospect Data](https://www.businesswire.com/news/home/20261027554268/en/FINNY-Comes-to-Anthropics-Claude-for-Financial-Advisors-Bringing-Campaign-Results-and-Prospect-Data)
- [Wealthtech Roundup: Amplify, Advisor360°, FINNY, YCharts And More](https://www.wealthsolutionsreport.com/wealthtech-roundup-amplify-advisor360deg-finny-ycharts-and-more/)
- [Wealthtech Roundup: WealthReach, NewEdge, AssetMark And More](https://www.wealthsolutionsreport.com/wealthtech-roundup-wealthreach-newedge-assetmark-and-more/)
- [FINNY AI: The organic growth engine for financial advisors  | Y Combinator](https://www.ycombinator.com/companies/finny-ai)
- [First Check: Finny — Maple VC](https://maplevc.com/first-check-finny)