WealthVP, a new Phoenix-based fintech company, announced its beta launch today.

The brainchild of entrepreneur Leif Hartwig, WealthVP acts as a catalyst for investment opportunities, virtually matching qualified private companies seeking capital with purpose-driven Family Office investors in one simple, easy-to-use SaaS platform.

Read More: SBLI Increases Coverage to $750K for All Risk Classes With Contactless Digital Underwriting Process

“The marketplace for private company investments continues to operate with a painfully limiting word-of-mouth model,” said Hartwig, CEO & founder of WealthVP. “In the U.S. alone, hundreds of thousands of cutting-edge companies need capital investment to fully realize market potential. Less than 10 percent will be fully funded, and most will fail due to lack of capital. Through WealthVP, we’re making it easy for world-bettering companies and Family Office investors to find one another.”

Hartwig has narrowed his focus to help solve this problem, zeroing in on making matches between Family Offices, whom he believes will lead purpose-driven investing now and in the future, and qualified companies in the software and sustainability industries. WealthVP is also leveling the playing field, bringing more attention to companies founded by minorities, Veterans, women and others who are often overlooked. To qualify to join the platform, companies must meet minimum revenue guidelines.

“WealthVP is relevant in many aspects: being purpose driven is a major one. The focus on Family Offices is another – you heard the saying ‘know your clients.’ There is a huge need to bring together Family Offices and investment opportunities that serve our favorite motto: making money while doing good. I’m thrilled to be on board with WealthVP in the early stages. This is going to be a game changer,” said Tobias Prestel, founding partner of Prestel and Partner, the global leader in family offices forums.

Read More: Barclays Appoints Gauthier Le Milon as Head of M&A France

Using information entered in investor and company profiles, WealthVP’s proprietary algorithm produces a wide range of matches between game-changing companies and Family Offices whose financial needs and strategic investment goals align. The powerful search and connecting methodology plus social graphing technology creates a personal experience that produces multiple results that align directly with investment goals. Once a match is made, investors control the conversation and can reach out directly to the companies they are interested in via the secure messaging tool.

“One of the biggest barriers to growth for promising early stage companies is raising capital. WealthVP reduces the time and complexity of raising funds for founders, and reduces the risk of finding qualified startups of investors. This is a game changer,” said Brenda Schmidt, CEO of Coplex.

WealthVP is live in beta now, accepting applications from both qualified companies and Family Offices, with plans to fully launch in January 2021.

Prior to founding WealthVP, Hartwig spent 30 years in software startups and in the financial services industry and has raised over $200 million from private investors. He was the founder and CEO of SquadPod, a unified collaboration SaaS app and also founded Truquest, an international consulting business that helped generate billions in revenue for companies including State Farm, Nationwide and Prudential.

Hartwig has formed a strategic advisory board for WealthVP full of heavy hitters in their respective fields, including fintech, healthcare, family offices and legal.

Read More: Square announces Terminal API at Unboxed 2020 Conference