Our Mission

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FinanceHQ mission

FinanceHQ is a platform that connects individuals with trusted financial advisors and resources for a better financial future. The platform features a premium, nationwide network of rigorously vetted financial planners and registered investment advisors (RIAs) that are uniquely suited to help you achieve financial success.


Your search for expert financial advice is simplified through a personalized experience that focuses on learning about your financial needs, goals, and aspirations. Then, through proprietary matching technology, FinanceHQ connects you with premier advisors on the network based on your individual profile.


The platform provides access to advisors who have a duty to put your best interests first. That's why 100% of FinanceHQ's advisor network members are fiduciaries, so that you have the trust and confidence that your financial future is in the right hands. FinanceHQ is also a registered fiduciary that values the responsibility to recommend professionals best suited to help you.


Getting introduced to a trusted, premier advisor has never been easier. FinanceHQ is your destination to find long-term advisory relationships and resources to enhance your financial life.

Leadership team

Alex Choi
Alex Choi, CEOIn his role as CEO, Alex is focused on building the team, expanding FinanceHQ’s portfolio of partners, and delivering on FinanceHQ’s mission to help provide financial empowerment to consumers. Prior to FinanceHQ, he spent over five years at Betterment, most recently as Head of Strategy & Operations for the RIA-facing business unit: Betterment for Advisors. In that role, he led their business development efforts and managed day-to-day operations. Alex worked directly with financial advisors and other external platforms to define the product roadmap strategy and provide a best-in-class experience for clients. Before joining Betterment, Alex worked at Morgan Stanley for 10 years in different fields including FX Operations and Wealth Management. He is a graduate of Babson College.
Amanda Cox
Amanda Cox, COOAmanda brings 30 years of experience in banking and finance. She started FinanceHQ to help individuals find professionals they can trust to improve their financial lives. Amanda spent the majority of her career advising on large M&A transactions in the technology industry with notable firms including ABN AMRO, Silicon Valley Bank and Bank of America Merrill Lynch where she was a member of the Executive Council. She also served as a senior financial advisor working with high net worth individuals and families at US Trust. Amanda holds a BS degree in Mathematics from Vanderbilt University. Aside from spending time with her children and collecting art, Amanda is happiest when she is helping people realize their dreams.

Ready to work
with a financial advisor?

Our advanced matching solution connects people seeking investment guidance with certified and highly experienced financial advisorsGet started

Proven experts

All our partner advisors are officially state- or SEC-registered and screened through our rigorous vetting process.

Personalized advice

Our advisors provide guidance specific to your goals with a fiduciary duty to act in your best interest.

Private & secure

We prioritize your privacy and only share information with hand-picked advisors that meet your needs.

Trusted & recommended
by our clients

Stefan M.Director of Product Marketing
Buy a home

A+ offering - in just a few clicks, I'm matched with an advisor that suits my needs! Best of all, they work with fee-only advisors, as they have my best interests in mind & aren't just trying to sell me financial products.

Paul K.Director of Practice Management
Save for retirement

FinanceHQ makes the whole process easier and takes the guesswork out. Tried it out because the match was free - glad I did.

Madison T.Senior Marketing Manager
Budget my income

FinanceHQ made connecting with an advisor simple and stress-free. I can tell that their team genuinely cares about helping people like me access solid financial advisors.

Save on taxes

The three most critical objectives for a service provider’s website is appeal, transparency and simplification. FinanceHQ covers them all.

Joe H.VP, Client Advisory
Setup Trust or Will

Great website! Interface is very clean and user-friendly. Also a great concept of connecting people to financial advisors. Highly recommend!!

Grow my assets

Great platform and resource!

Ritu M.Business School Student
Budget my income

I knew I needed a trusted financial advisor but struggled to find the right one. A friend recommended I check out FinanceHQ and I was pleasantly surprised to see how easy the matching process was!

Daniel K.Partner Program Strategy
Setup Trust or Will

Really easy to find a trusted advisor. User-friendly interface, with simple questions.

Raja C.Global Account Director
Save on taxes

Easy to navigate and user friendly interface! Looking forward to working with my financial advisor to achieve my goals.

Paul W.Trader
Setup Trust or Will

Incredibly user-friendly website with short steps that were easy to follow, & the guided topics helped narrow down my focus to find the right advisor. 10/10 for any financial advisory needs.