Larry Greenberg joins Willow Wealth as President

Willow Wealth 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).

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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.

“What drew me to Willow Wealth is the foundation the team has built,” said Greenberg. “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.”

“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,” said Mitchell Caplan, CEO of Willow Wealth. “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.”