FinanceHQ Launches Out of Stealth Mode to Help Match Individuals with Financial Advisors, Names Alex Choi CEO


NEW YORK–(BUSINESS WIRE)–FinanceHQ, a platform that connects individuals with trusted financial advisors and resources, has launched out of stealth mode and named Alex Choi as CEO. FinanceHQ was founded to help individuals plan a better financial future.

“Financial advisors provide critical guidance to help navigate life’s financial milestones. A trusted partner is invaluable in an uncertain economy and over the last year we have seen a significant increase in people looking for help,” said Choi. “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. I am passionate about helping people achieve financial security and that begins with education and advisory.”

FinanceHQ also helps advisors grow their book of business by providing meaningful introductions to prospective clients. After a rigorous vetting process, FinanceHQ onboards qualified financial advisors and matches them with individuals seeking advice.

In his role as CEO, Choi is focused on building the team, expanding FinanceHQ’s portfolio of partners, and delivering on FinanceHQ’s mission to help provide financial empowerment to consumers. Prior to FinanceHQ, he spent over five years at Betterment, most recently as Head of Strategy & Operations for the RIA-facing business unit: Betterment for Advisors. In that role, Choi worked directly with financial advisors and other external platforms to provide a best-in-class experience for clients. Before joining Betterment, Choi worked at Morgan Stanley.

FinanceHQ has also named Amanda Cox as Chief Operating Officer and Amar Parikh as Head of Product. Cox spent her impressive 30-year career at some of the top financial firms including Bank of America, Merrill Lynch, Silicon Valley Bank, and ABN AMRO. Parikh has led product teams at tech firms including Apple, Betterment, and Expedia.

Sami Boghos, Head of Strategy & Operations at Retirable, shared, “At Retirable, our team is dedicated to helping empower a confident, worry-free retirement for everyone. Having the right tools in place to enable that and help grow our business is critical. We’re thrilled to be working with FinanceHQ so that we can reach more individuals who are looking to improve their lives through our creative financial strategies.”

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

For more information, please visit

About FinanceHQ

FinanceHQ is a platform that connects individuals with trusted financial advisors and resources for a better financial future. Leveraging proprietary technology, FinanceHQ connects prospective clients with qualified advisors to provide guidance on immediate financial problems and long-term investing goals. Our mission is to simplify personal wealth management and help individuals achieve greater financial security. For more information, visit


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