FINNY has closed a landmark Series A with Venrock leading a $15M round at a $150M post-money valuation — a powerful validation of a team we backed before the rest of the world understood what they were building.
This moment reinforces the belief that shaped our earliest conviction: FINNY is building the growth engine for the next generation of financial advisors. Their first product — an AI sales agent that helps Registered Investment Advisors (RIAs) grow — addresses the hair-on-fire problem wealthtech has never solved. For RIAs, growth isn't optional. It's existential.
What captured our imagination early on was simple: while the entire wealthtech industry spent the past decade building planning tools, reporting tools, and portfolio tools, no one had ever built the thing RIAs actually need most — a way to help them grow. FINNY was the first team we'd seen who understood it at a fundamental level and were building directly into that gap with AI-native precision.
Maple was first to conviction in 2024 and co-led the Seed out of YC with a $1.5M check. This is the story of why.
The Talent Framework
At Maple, we believe every great company is built by a combination of three archetypes: Inventors create the breakthrough. Builders turn it into a product that is commercially viable. Operators scale it into an enduring company. FINNY was different: from the very beginning, they had all three archetypes in place.
Theo — Engineer / Inventor
Theo is the technical backbone of FINNY. He holds a BEng in Electrical Engineering & Math from McGill and a Master's in AI from École Polytechnique in Paris. His research in high-energy physics and explainable machine learning reflects a mind trained to reason about complex systems with rigor, structure, and creativity. He architected FINNY's F-Score matching engine — a system that learns advisor behavior over time and makes personalized matching finally possible in wealthtech.
Eden — Sales / Builder
Eden is the commercial engine behind FINNY. With a Software Engineering degree from McGill and experience across Tech, FI, and PE at BCG NYC, she developed a firsthand view of how advisors actually struggle to grow. Eden's rarest skill is magnetic: she convinced a world-class AI researcher and a Stanford product mind to drop everything and join her. This is the Builder superpower we value most at Maple — the ability to assemble a team capable of bending reality.
Victoria — Product / Operator
Victoria brings the product imagination and narrative clarity that turn FINNY's intelligence into a category-defining experience. She studied Symbolic Systems at Stanford, focusing on AI at the intersection of cognition and computation. At Uber, where she spent 3.5 years as a PM leading growth for Uber One, she learned to operate through ambiguity and build systems that scale globally. Victoria is the founder who sees the shift happening in wealth — the changing face of wealth holders, the erosion of trust, and the need for a more transparent, tech-enabled matching experience.
Together, the trio shares something deeper — a lifetime of being underestimated. That chip on the shoulder is their fuel, paired with a big, hairy, audacious goal: build a generational company and make financial advice more accessible.
The Investment Framework
Why We Wrote the First Check
My connection to this problem is personal. One of my first jobs to help pay for college was cold-calling for an RIA at BMO Nesbitt Burns in Toronto. Even then, it was clear that growth is everything for advisors — and decades later, the industry still hadn't solved it.
We were introduced through Shaad Khan, a trusted friend with a strong eye for founders and a fellow McGill grad, where Eden and Theo also went to school. Over months of conversations, references, and back-channel diligence through YC, we built conviction that this was a different kind of wealthtech opportunity: a sharp founding team attacking a hair-on-fire problem no one else was solving — at a moment when $80 trillion is transferring from baby boomers to younger generations.
We moved quickly and aligned with the founders' exact terms — winning the opportunity to partner against several top-tier firms. We wrote a $1.5M lead check before other firms finalized terms.
"Andre was a different breed of investor from our very first conversation. While others focused on poking holes in our story and plan, Andre focused on understanding us as founders — getting to the bottom of what made us us. That resonated deeply with three founders who have been underestimated at every step of their journey."
FINNY Founding Team
Where Finny is Headed
FINNY's ambition is clear: to make financial advice more accessible. By starting with the problem that matters most — client acquisition — FINNY has created the most valuable wedge in the wealth management stack. From there, they will expand into the suite of tools and workflows that define the advisor experience.
With Venrock stepping in to lead their Series A, FINNY is positioned to accelerate product velocity, deepen advisor intelligence, and cement its place as the central platform powering the RIA ecosystem.
We are proud to have been FINNY's first believer and excited to support them as they scale into the defining wealthtech company of this decade. At Maple VC, First Check is not just about investing early. It is about backing Builders before the world sees what they see.
