Willow Wealth has announced that Larry Greenberg has been named president, reporting to CEO 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.
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
