The $6.9 billion private markets firm taps former E*TRADE and Nationwide executive to lead expansion and advisor access.
Willow Wealth, a New York-based private markets platform, has named Larry Greenberg as president. He will report to CEO Mitchell Caplan, with whom he previously worked at Telebanc Financial and Jefferson National. The firm manages $6.9 billion in client assets and recently raised $77 million in funding to expand its product suite, including funds from Goldman Sachs and Carlyle.
Greenberg previously grew Telebanc’s deposits from $200 million to $8 billion before selling it to E*TRADE. He also launched a no-commission variable annuity at Jefferson National, which was later acquired by Nationwide. Private markets have seen rising demand as investors seek alternatives beyond public equities.
Willow Wealth aims to democratize access to private investments through financial advisors and institutional partnerships. The firm’s latest funding round and leadership appointment signal continued growth in the sector.