Tech Ladies Talk: Lindsay Dorf, Founder and CEO of Astor

Tech Ladies Talk: Lindsay Dorf, Founder and CEO of Astor

In our latest Tech Ladies Talk interview, we had the pleasure of speaking with Lindsay Dorf, founder and CEO of Astor, a financial health platform that empowers users to build long-term confidence with their money. Lindsay shared her career journey, insights on risk-taking, and how she’s building Astor to change the way people—especially women—engage with investing.

From Engineering to Finance to Product Leadership

Lindsay’s career path began with engineering internships before her interest shifted to finance after taking a finance course that sparked her curiosity about the world of investing. She discovered her passion for combining engineering problem-solving with the real-world applications of finance during her time at BlackRock. There, she worked on Aladdin, a tech product that helped her see the potential for a more innovative approach to investing tools.

“I loved how engineering gave me a way to solve problems, but with finance, I saw the practical applications to my life,” Lindsay reflected. “At BlackRock, I found a role that merged those two passions—and I loved it.”

After four years at BlackRock, Lindsay realized she wanted to deepen her product management expertise. She transitioned to roles at Google and a pre-seed startup, where she led product development. These experiences laid the foundation for her entrepreneurial journey, but she knew she needed the right environment to launch her own venture.

Building Astor During a Dual Master’s Program

Lindsay enrolled in a dual master’s program in engineering and business, where she could develop both the technical and strategic aspects of building a product. It was during this program that she began laying the groundwork for Astor.

“For me, the master’s program provided a safe way to transition out of corporate roles and start something new,” Lindsay explained. “It was important to have that structure to take the leap into entrepreneurship.”

Investing with Confidence and Simplicity

Astor’s mission is to help users build a healthy, sustainable relationship with money. Lindsay emphasized the importance of keeping investing simple and focusing on long-term strategies rather than trying to outsmart the market.

“Ninety percent of mutual fund managers underperform over time,” she shared. “Doing the simple thing—like investing in index funds—often yields the best results.” Lindsay advises women to start investing without overcomplicating the process, noting that the power of compounding works best the sooner you begin.

Astor also avoids the pitfalls of apps that encourage short-term trading with flashy features. “We’re not building a platform that rewards people with confetti every time they trade,” Lindsay said. “More trading often leads to worse outcomes. We focus on long-term growth and sustainable financial habits.”

Advice for Aspiring Entrepreneurs

Lindsay acknowledges that entrepreneurship is both thrilling and challenging. “It’s a rollercoaster—the most rewarding thing I’ve ever done, but also one of the hardest,” she admitted. Her top advice for aspiring entrepreneurs? Surround yourself with a strong support system.

“It can be lonely, and having people who are there for you during the highs and lows makes all the difference,” Lindsay emphasized. She encouraged women to leverage networks and communities for guidance. “Don’t be afraid to reach out—there are people and resources that can help you on this journey.”

The Future of Financial Technology

Lindsay sees AI playing a critical role in the future of financial technology, offering personalized education and insights. “You don’t need to know everything about AI to benefit from it,” she said. “But it can help you quickly understand changes in your portfolio and make better decisions.”

Astor’s focus on education and long-term financial well-being aligns with this future vision. “We aim to keep the human touch and beautiful design, while using AI to empower users with the knowledge they need to feel confident in their financial decisions.”

Final Thoughts

Lindsay’s journey from engineering to finance to Google and finally to launching Astor is a reminder that taking risks is essential for growth. She encourages women to embrace challenges and keep their priorities clear: “Every morning, I ask myself—what’s the one biggest risk or most important thing I need to focus on today? That clarity helps me stay aligned on my goals.”

For those ready to take control of their financial journey, Lindsay invites users to explore Astor. “Our platform is free to use right now—we’re focused on building something meaningful, with our users’ long-term interests at heart.” Astor is currently in its early stages, offering free access to its platform. Lindsay invites users to explore the product, share feedback, and join a community built with long-term financial well-being at heart.

If Lindsay’s journey inspires you, take the next step toward your own goals—whether it’s launching your dream startup or finding a career path that better aligns with your values!