Willow Wealth announced that Larry Greenberg has been named President, reporting to Chief Executive Officer Mitchell Caplan.
Greenberg will lead Willow Wealth’s customer experience as the platform reaches more than 500,000 members and continues expanding its roster of institutional partners.
Greenberg brings 30 years of experience making complex financial products easier for investors to understand and use. He reunites with Caplan, with whom he previously built and sold two financial companies: Telebanc Financial, which was sold to E*TRADE, and Jefferson National, which was sold to Nationwide.
At Telebanc Financial, Greenberg helped build one of the first national digital banks, growing deposits from $200 million to more than $8 billion. As President of Jefferson National, he launched the first no-commission, flat-fee variable annuity, repositioning a commission-based product as a transparent investment option distributed directly to fee-based advisors for their clients.
At Willow Wealth, Greenberg will oversee the customer experience from discovery and education through investment. His role will focus on giving investors the information and tools needed to evaluate and invest in private markets.
The appointment comes during a growth period for Willow Wealth. The company recently raised more than $77 million in its latest funding round and expanded its product suite to include funds from institutional managers including Goldman Sachs, StepStone, and Carlyle.
Willow Wealth is a private markets investing platform that enables members to access opportunities managed by institutional partners. The platform offers access to real estate, private credit, private equity, evergreen funds, curated individual opportunities, and managed portfolio solutions.
KEY QUOTES:
“What drew me to Willow Wealth is the foundation the team has built. Across my career I’ve seen that investors want to play a significant role in controlling their own financial lives. For a long time, private markets didn’t offer that choice, but at Willow Wealth, our job is to change that by giving investors a clear picture of each opportunity, the information to judge it for themselves, and the tools to act. That is what people now expect from every other part of their finances, and I see no reason private markets should be the exception.”
Larry Greenberg, President of Willow Wealth
“I’ve built two companies with Larry, and each time he took a complicated financial product and turned it into something people could understand and feel confident about buying for themselves. That track record is why I wanted him here. As we grow and private market opportunities reach more individual investors, his job is critical to making investing in these assets as clear and direct as buying a stock.”
Mitchell Caplan, Chief Executive Officer of Willow Wealth
