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VestGen secures Willow Tree capital to fuel succession push

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VestGen secures Willow Tree capital to fuel succession push

VestGen Wealth Partners, a wealth management business focused on tackling advisor succession while serving clients across multiple generations, has obtained growth capital from Willow Tree Credit Partners to drive forward its succession-led expansion plans.

The capital is intended to support VestGen’s strategy of acquiring and integrating advisory firms.

VestGen made its debut in late 2024 with 10 advisory firms on board, together responsible for $5.3bn in assets. During 2025, the business brought in a further nine practices with $2.2bn in client assets and strengthened its leadership bench. Total assets under its oversight now stand at $8.5bn.

Alongside its acquisitions, VestGen is backing the next generation of advisor teams through succession assistance and professional development programmes. It has also introduced VestGen Retirement Services, which is set to underpin a wider, integrated offering for plan sponsors and their participants.

VestGen describes itself as a wealth management ecosystem that brings advisors, families and their legacies together on a single platform. It pairs technology with talent spanning generations, offering financial planning, tax, wealth management, insurance and legal services within a family office-style model. The firm aims to become a leading destination for both advisors and investors.

VestGen CEO Jason Hanavan said, “After launching only two years ago and successfully integrating 19 firms representing $7.5 billion in assets primarily in the Midwest, access to institutional capital will allow us to continue our aggressive growth strategy.

“Willow Tree is the right partner to help us fulfill our vision and continue our momentum in the quickly consolidating and evolving independent wealth management space.


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