Leif Hartwig has spent over 30 years in financial services, building expertise in connecting investors to private companies seeking funding to grow. As founder and CEO of WealthVP, Hartwig has created a platform to address a major pain point for entrepreneurs - access to capital.
Digitising the Fundraising Process
Hartwig recognised that the current system of fundraising is antiquated, relying on word-of-mouth and serendipitous networking. “Can you believe that? I'm old enough to remember 8-track tapes, and the fundraising marketplace is still the same way working as when we were listening to 8-tracks," he notes.
To modernise fundraising, WealthVP developed matching software, connecting vetted startups and growth-stage firms to investors. Hartwig describes it as “match.com meets Shark Tank on steroids," providing both introductions and tools like pitch deck creation.
Tapping into an Overlooked Source
WealthVP focuses specifically on ultra-high net worth individuals (UHNWIs) and family offices rather than traditional venture capital. Hartwig explains that while there are only around 1,000 VC firms chasing nearly 1 million entrepreneurs, there are over 80,000 UHNWIs in the US alone, representing an underutilised source of capital.
Family offices also offer distinct advantages, as Hartwig details: “They want two things - to make money, but also to leave the world a better place." This orientation towards values and character differs from the arrogant, purely profit-driven persona of VC that Hartwig has experienced.
Building a Two-Sided Marketplace
A major challenge with marketplaces is achieving balance between supply and demand. Hartwig initially thought the platform would serve startups willing to pay to access investors.
However, the priority became delivering results, so Hartwig flipped the model to put qualified, high-potential companies first to ensure fundable deals. This demanded developing trusted relationships with investor partners rather than relying solely on digital marketing.
Key Lessons
Avoid Race to the Bottom Pricing Hartwig tried a “freemium” model, only to find it devalued the platform. Introducing paid tiers strengthened positioning. “Since we believe we have quality companies and investors, it must be reflected in the price," Hartwig states.
Differentiate Through Values Rather than ego-driven brand building, Hartwig focuses on projecting internal values like integrity and service. He attracts employees and customers who share WealthVP's mission-driven ethos.
Stay Positive Entrepreneurship brings constant challenges. But Hartwig emphasises maintaining an abundance mindset: “Always believe that something wonderful is about to happen." This outlook sustains motivation internally and inspires confidence externally.
With deep expertise and a smart tech platform, Leif Hartwig provides simplified access to fundraising through WealthVP. He bridges the gap between investors and entrepreneurs through an approach grounded in positivity and service. In Hartwig's view, business success should create mutual benefit rather than zero-sum outcomes. By upholding these values, he aims to support economic empowerment shaped by community spirit rather than self-interest alone.
