Ex-Betterment Exec Launches Startup Matching Advisors With Clients

By Jeff Berman

News October 17, 2023 at 02:44 PM

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A former Betterment and Morgan Stanley executive has launched FinanceHQ, a startup whose platform of the same name matches advisors with prospective clients.

Alex Choi founded FinanceHQ and was named its CEO, the startup said Tuesday.

Before FinanceHQ, Choi spent more than five years at Betterment, most recently as head of strategy and operations for its registered investment advisor-facing business unit, Betterment for Advisors. In that role, Choi worked directly with financial advisors and other external platforms.

Before joining Betterment, Choi worked at Morgan Stanley for 10 years.

FinanceHQ also named Amanda Cox as chief operating officer and Amar Parikh as head of product. Cox is a veteran fintech executive who was with Merrill Lynch from 2010-2015. Parikh previously led product teams at firms including Apple, Betterment and Expedia.

"While in stealth mode, we have matched hundreds of millions in investable assets with trusted fiduciaries and served individuals across all age and income ranges — from those under 35 with less than $50,000 in annual income to retirees with millions in savings," Choi said in a statement.

FinanceHQ also helps advisors grow their books of business, it says.

"After a rigorous vetting process, FinanceHQ onboards qualified financial advisors and matches them with individuals seeking advice," according to the company.

FinanceHQ was built inside Wilbur Labs, a startup studio based in San Francisco, by a team of finance and technology industry veterans.