The co-founders of Pro.com, the Seattle home-improvement marketplace acquired by Opendoor in 2021, are back with a startup aimed at a very different market. Raji Subramanian and Matt Williams have launched OnTrade, an AI company for wealth management firms, with backing from General Catalyst and Madrona.
OnTrade deploys AI agents to handle the analytical work wealth managers currently do by hand, connecting fragmented software systems into a single interface. The startup has been building quietly and positions the product as a way to cut busywork across research, reporting, and client service.
Zachary Harl, who led data science at Pro.com, joins the founding team as chief investment officer. The trio previously grew Pro.com into a regional player before its sale to Opendoor, and they are now applying the same playbook to an industry that still runs much of its daily workflow on spreadsheets.
Wealth management remains a heavily manual field where advisors lose hours to data gathering and document preparation. OnTrade argues agentic AI can absorb that load, letting advisors spend more time with clients. It is entering a crowded market that includes established fintech platforms and a growing wave of AI-native entrants chasing the same back-office work.
The size of the company’s raise was not disclosed, but the investor lineup points to a meaningful early round.
