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FINNY AI, the artificial intelligence-powered growth and marketing platform for financial advisors, has introduced Hunter, an engine designed to automate strategy, content creation and campaign execution for advisors.
Hunter builds on FINNY’s recent $17 million Series A funding round and aims to transform the existing platform from a tool operated by advisors into an intelligent partner that operates on their behalf. The system learns each advisor’s value proposition, niche and differentiators to craft personalized marketing strategies.
“This is the thing we set out to build two years ago,” said Eden Ovadia, co-founder and CEO of FINNY. “But the underlying technology we needed was just not mature enough then to do so.”
So, the startup focused on building the suite of growth tools that have won it many industry accolades, including a 2025 Wealth Management Industry Award in the category of AI marketing and lead generation technology providers.
Hunter, she said, is meant to act as an advisor’s always-on marketing and sales associate that is monitoring news, website visitors, client and prospect life events, and past campaign performance (whether on FINNY or found on their website or in their CRM) to proactively surface opportunities for advisors to grow their AUM.
“Until now, we’ve found that the best advisors on and using FINNY were already all-star marketers, and able to quickly learn to get the most out of our platform, but now Hunter is going to serve them as their marketing all-star, and any advisor can now very easily tailor it to their own use,” she said.
The idea is that Hunter will help eliminate the need for as much inherent advisor marketing expertise by suggesting, guiding and executing campaigns across channels, creating personalized outreach and marketing content, including blog posts, LinkedIn content, and website copy, while refining its approach based on advisor-specific context.
Victoria Toli, co-founder and president of FINNY, wrote in a prepared statement that Hunter represents the company’s first step into autonomous agents, having intentionally designed it from the start with a core set of marketing skills that will help it then grow toward a full autonomous sales and marketing agent capable of handling everything a human team can do.
In an interview, former Vanguard CEO Bill McNabb, who is both an investor in FINNY and a member of its board, said these abilities and the startup’s focus on addressing the very difficult problem of organic growth for advisors are what make it special.
“They are in the growth space, one of the few, and they are creating a platform that drives growth—but the right kind of growth—matching advisors with the right clients,” McNabb said.
“It is a sector that is so hungry for that kind of solution,” he said, noting that while the industry has seen a great deal of M&A activity in the last few years, there has been far too little success in terms of organic growth within firms.
“I think talent beats strategy all day and backing the right people gets you better results,” McNabb added, referring to FINNY’s three founders, “their engineering mindset,” and the team they have since grown to more than 30.
“If you are a $1 billion [AUM] advisor and looking to grow appropriately, it is pretty hard. FINNY is going to give you the right tools and match you with the right people,” said McNabb.
Hunter is currently available to members of FINNY’s Product Advisory Board, with a gradual rollout planned throughout April. There will be no additional cost to FINNY users or new clients for Hunter.