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October 17, 2023 at 02:44 PM
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.
