UNest enters financial advisor marketplace with Wealthtender partnership

The startup has raised more than $40 million but until now has only gone directly to consumers.

UNest, a digital broker-dealer focused on helping parents save money for their children, is stepping into the financial advisor marketplace.

Founded in 2018 by CEO Ksenia Yudina, one of InvestmentNews’s 40 Under 40 honorees in 2020, UNest has raised more than $40 million and works with 700,000 investors. Parents can use UNest’s app to open and fund Uniform Transfers to Minors Act custodial accounts to save money for children.

The company’s latest product, UNest FinPro, allows financial advisors to join the platform and use UNest to open accounts for clients’ children. Advisors also receive access to a support team, educational materials, and a $25 bonus deposit into accounts.

UNest is partnering with Wealthtender, a digital marketing platform for financial advisors, to jump-start the program, giving 300 financial advisors on Wealthtender early access to FinPro. Wealthtender will also power a new find-an-advisor directory on UNest’s website that will feature financial advisors who participate in FinPro.

“Our focus is on giving parents the confidence and ability to map out a sound financial future for their kids,” Yudina said in a statement.

Wealthtender launched as an independent resource for connecting financial advisors with prospects and supports client reviews of advisors in compliance with the Securities and Exchange Commission’s new testimonial rules.

[More: SEC warns advisors about disclosures for testimonials in exam alert]

Advisors already on Wealthtender will be featured on UNest’s website to parents searching to hire an advisor, giving them increased visibility and a new avenue for connecting with prospects, according to CEO Brian Thorp.

“We’re excited to help the digitally savvy advisors in our community serve their clients with the UNest app and attract new clients through the Unest.co website,” Thorp said in a statement.