Larry Greenberg joins Willow Wealth as President
Greenberg brings 30 years of experience turning complex financial products into decisions investors can make for themselves.
Willow Wealth today announced that Larry Greenberg has been named President, reporting to Chief Executive Officer Mitchell Caplan. Greenberg will lead the company's customer experience as the platform reaches more than 500,000 members and deepens its roster of institutional partners. He reunites with Caplan, the partner with whom he built and sold two financial companies, Telebanc Financial (to E*TRADE) and Jefferson National (to Nationwide).
Willow Wealth's model mirrors the approach Greenberg has taken throughout his career. He helped build Telebanc Financial into 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 product long sold on commission as a transparent investment distributed directly to fee-based advisors for their clients.
At Willow Wealth, he will lead the customer experience from discovery to education to investment, giving investors the information and tools they need to confidently navigate and invest in private markets. His appointment comes amid a period of growth for the company, which raised more than $77 million in its most recent funding round and expanded its product suite to include funds from institutional managers such as Goldman Sachs, StepStone, and Carlyle.
