NEW YORK — Seeds (formerly ‘Seeds Investor’)—a company enabling advisors to create a personalized investing experience and streamline portfolio operations—has announced the completion of a $10 million Series A funding round led by Portage, with continued participation from investors Social Leverage and Blank Ventures. This investment highlights growing demand for advisors to provide customized investing at scale without compromising the personal touch that makes them unique.
Founded by financial advisors driven to provide client-centric investing experiences, Seeds has raised more than $15 million to date. This latest round allows the firm to accelerate product advancements, support strategic growth with high-impact hires, and solidify its market position as a leading investment experience platform for registered investment advisors (RIAs).
“Seeds’ vision to confront norms that hold advisors back aligns with our desire to drive meaningful change in wealth management,” said Stephanie Choo, partner at Portage. “Traditional operational complexity, combined with increasing customer demand for portfolio personalization, is a misalignment that starves advisors’ growth. We’re confident Seeds is uniquely positioned to transform the outdated, transactional, and disconnected investment management experience into one that powers advisory firms of the future.”
The total RIA market has grown substantially since 2019, with total Assets Under Manaement skyrocketing from $91.7T to $141.5T. At the same time, increased demand for a more personalized investing experience is taxing advisors’ operational processes. As growth and personalization place demands on advisors’ time and resources, identifying opportunities to simultaneously streamline workflows while deepening client connection is becoming a top priority at advisory firms of all sizes.
“Portage’s vision of the future mirrors our own,” shared Zach Conway, Founder and CEO of Seeds. “This investment demonstrates a mutual commitment to build new tech that actually helps advisors deepen relationships rather than keep them entrenched in legacy tech that forces them to stay behind the scenes. We’re thrilled to join Portage’s vast network of like-minded financial services and technology companies working toward a better future.”
Seeds provides advisors with an end-to-end investment management system that enables them to assess and more deeply understand investors’ goals and preferences, generate and implement tailored proposals, and engage clients in meaningful communications. By enhancing its product offering across the full investment management lifecycle, Seeds seeks to revolutionize the way advisors engage with clients by empowering them to connect the dots between the portfolio and financial plan, and distill investment decisions into meaningful takeaways.
To support accelerated product innovation and go to market, Seeds has significantly expanded its team, hiring wealth management leaders with domain experience across product, development, sales, marketing, and customer success. Additionally, the firm is excited to unveil a refreshed brand that better aligns its identity with its evolving mission and vision for the future of wealth management.
“We believe the future of investing can and should remain human, but only if advisors are armed with the right tools to engage their clients in a more human way,” said Kelsey McKenna, Chief Operating Officer at Seeds. “As we continue to expand our team and bring our new brand to market, our path forward is clear: to help advisors harmonize innovation with the deeply human work at the heart of their relationships.”
Conway adds, “We believe in creating a new world of investing that makes the client the hero of their own story and empowers advisors to be an unstoppable force for good in the world. The industry has a responsibility to step up and work with the changing tide of consumer expectations—not against it—and we’re proud to be a driving force to realize this vision for the future of wealth management.”
