Choreo
Choreo is a Chicago-based registered investment advisor providing integrated wealth, tax, and estate planning to entrepreneurs, high-net-worth families, and foundations through 120+ advisors across 40+ U.S. locations, managing $28.6B in client assets.
- Company typePrivate
- Founded1999
- HeadquartersChicago, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Choreo does
Choreo is a Chicago-headquartered registered investment advisor (RIA) that delivers integrated wealth management services to high-net-worth individuals, entrepreneurs, business owners, executives, families, and foundations. Established in February 2022 when a private equity sponsor carved out RSM's wealth management business (previously RSM US Wealth Management LLC), the firm operates through a national network of 120+ advisors across 40+ U.S. locations with 200+ wealth management employees, managing and advising on approximately $28.6 billion in client assets as of March 2026.
Choreo's offering bundles financial planning, tax planning and preparation, insurance planning, public and private investment management, estate planning, business succession and transaction planning, dynastic wealth services, philanthropy advisory, and foundation/endowment services. Two platform components anchor the value proposition: (1) the Choreo Tax Advantage™ suite, which combines active tax management with direct indexing for tax-aware portfolio construction, and (2) the Choreo CPA Alliance, a structured referral and co-service platform that connects Choreo's advisors with accounting firms — a relationship model that has produced multiple add-on acquisitions and serves as a primary distribution channel. Supporting technology includes consolidated reporting and aggregation services with daily reconciliation and alternative-investment tracking.
Revenue is generated primarily through recurring AUM-based advisory fees, with the standard industry rate around 1% of assets and specialized mandates (such as the SpaceX employee collective agreement) priced at approximately 50 basis points. Customer acquisition runs through two principal motions: a direct field advisor network serving entrepreneurs, families, and institutional clients, and a CPA-partnered channel that funnels tax clients into wealth advisory relationships.
Choreo firmographics
Firmographics- Name
- Choreo
- Legal name
- Choreo, LLC
- Website
- https://choreoadvisors.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Choreo is a Chicago-based registered investment advisor providing integrated wealth, tax, and estate planning to entrepreneurs, high-net-worth families, and foundations through 120+ advisors across 40+ U.S. locations, managing $28.6B in client assets.
- Ownership category
- akta.pro rank
Choreo industry classification
Industry- Product category
- Wealth Management
- NAICS
- Professional, Scientific, and Technical Services (541)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)
- akta.pro secondary industry
- Managed Accounts & Model Portfolios (SMA/UMA) (FSAAAAAG)
Keywords
Where Choreo is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices42 records
Markets served
Choreo business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others
Revenue model
- AUM-Based Advisory Fees: Choreo charges advisory fees as a percentage of assets under management. The firm won SpaceX employee business at 50 basis points (0.5%), below the traditional 1% industry standard for financial advisory firms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Below-market advisory fees through collective bargaining |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Choreo product offering
Product offeringCore offering
Choreo is an integrated wealth management firm that provides financial planning, tax planning, estate planning, business and transition planning, insurance planning, public and private investment management, philanthropic advisory, and foundation/nonprofit investment services to high-net-worth individuals, families, business owners, and institutions. The firm operates a proprietary tax-managed investing approach (Choreo Tax Advantage with direct indexing) and consolidated reporting technology across an advisory network of more than 120 advisors in 40-plus U.S. locations.
Product overview
Choreo is a wealth management firm offering an integrated platform of financial services for entrepreneurs, business owners, families, and individuals. The core offering combines financial planning with tax-advantaged investment management through products like Choreo Tax Advantage™ (including direct indexing capabilities), comprehensive estate and retirement planning, and specialized services for foundations and nonprofits. The firm operates through a network of over 120 advisors across 40+ locations and manages approximately $28.6 billion in assets under management and advisement. Services are delivered through strategic capabilities including the CPA Alliance platform for accounting partnerships and integrated reporting and aggregation technology.
Differentiator
Problem solved
Functional benefit
Brands
- Choreo CPA Alliance: Alliance platform built for CPA professionals to share strategic benefits and enable resource sharing between Choreo and CPA firms.
- Choreo Tax Advantage
Products and services
- Choreo Tax Advantage with Direct Indexing Proprietary tax-managed investment approach that uses direct indexing to deliver personalized investment solutions tailored to clients' tax profiles and financial situations; integral to Choreo's broader tax planning and wealth management delivery.
- Financial Planning Comprehensive financial planning service for clients across their wealth management engagement, designed to coordinate investment, tax, retirement, and personal financial decisions.
- Tax Planning and Tax Services Tax planning and tax services embedded into the wealth advisory engagement, delivered with in-house CPA credentials and coordinated with clients' external CPAs via the CPA Alliance.
- Estate Planning Estate planning services for clients coordinating wills, trusts, and wealth transfer with the firm's investment management and tax planning capabilities.
- Insurance Planning Insurance planning service that addresses life, disability, and long-term care risks within the broader wealth management and estate planning framework.
- Public and Private Investment Management Investment management solution spanning public market securities and private investments, delivered to individuals, families, business owners, and institutional clients through Choreo's portfolio management capabilities.
- Business and Transaction Planning Business and transition planning service for business owners addressing succession, transaction events, sale readiness, and the coordination of personal wealth with the operating business.
- Dynastic Wealth Services Dynastic wealth services for multigenerational families, coordinating estate planning, tax planning, governance, and investment management across generations.
- Philanthropic Advisory Philanthropic advisory service supporting client charitable giving, structures, and coordination with tax and estate planning.
- Foundation, Endowment and Nonprofit Investment Services Investment management and stewardship service for foundation, endowment, and nonprofit clients, supporting institutional investment policy, manager selection, and reporting needs.
- Reporting and Aggregation Services Technology-driven reporting and aggregation service that delivers daily consolidated investment performance monitoring across household accounts and provides advisors with an aggregated household view across multiple custodians.
- Retirement Plan Advisory Services Retirement plan advisory services for employer-sponsored retirement plans, supporting plan sponsors with investment oversight, governance, and participant outcomes.
Quantifiable outcome
- Assets under management grew from approximately $14.5B (2022) to $28.6B (March 2026) through strategic acquisitions
Companies that use Choreo
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Choreo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Choreo partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Insight Wealth Strategies (Dean McCormick and Tony Luppi)coreAcquired assets of Insight Wealth Strategies, an Irvine, CA-based RIA with $110M AUM. The acquisition added CPA-driven planning expertise from Managing Partner Dean McCormick and Tony Luppi, bringing over 40 years of combined financial and accounting experience serving entrepreneurs.
- Northeast Financial Group and Herbein Financial GroupcoreAcquisition of Pennsylvania-based Northeast Financial Group and Herbein Financial Group, combining approximately $1.3 billion in client assets. Following closing, 12 full-time employees including six financial advisors became Choreo employees.
- Enso Wealth ManagementcoreCompleted acquisition of Enso Wealth Management, a California-based firm managing approximately $1.8 billion in assets. The deal increased Choreo's total AUM to about $14.5 billion and strengthened its presence in Northern California and Nevada.
- Cherry Bekaert AdvisorycoreStrategic partnership with Cherry Bekaert Advisory established as part of Choreo's acquisition of Cherry Bekaert Wealth Management ($1B AUM). The partnership aims to enhance resource sharing and growth opportunities for both firms, with both maintaining existing client relationships and services during the transition.
Scale indicators11 records
Recent moves7 records
Expansion highlights5 records
Choreo competitors and assessment
Company assessmentDirect peers
- Sanctuary Wealth: Advisor-owned platform partnering with high-performing wealth management teams. Comparable in supporting independent advisors serving HNW and ultra-HNW clients.
- Wealth Enhancement Group: PE-backed RIA rollup acquiring independent wealth management firms across the U.S. Highly comparable acquisition strategy, target client base, and growth profile.
- Mercer Advisors: RIA serving HNW households with integrated wealth management, tax, and estate services. Direct comparable in service mix and PE-backed acquisition growth strategy.
- Carson Group: Advisor platform serving financial advisors and their HNW clients with planning, tax, and investment support. Comparable in multi-advisor model and integrated planning orientation.
- Cerity Partners: RIA offering tax-aware wealth management to HNW individuals and families, with strong CPA-style integration. Directly comparable in tax-centric value proposition and HNW focus.
- Mariner Wealth Advisors: Large independent RIA serving HNW clients with integrated tax, estate, and investment planning. Closely comparable to Choreo in scale, service breadth, and PE-backed growth-via-acquisition strategy.
- Creative Planning: National RIA providing holistic financial, tax, and estate planning for HNW individuals and business owners. Comparable in target clientele, integrated planning model, and national footprint.
Broad incumbents
- Edelman Financial Engines: Large national RIA combining financial planning and investment management for mass-affluent and HNW clients. Comparable in scale and planning-led approach, with broader retail reach.
- Focus Financial Partners: Largest U.S. RIA partnership platform, now part of Clayton, Dubilier & Rice portfolio. Comparable rollup model and HNW focus, but operates at significantly greater scale and breadth.
Emerging players
- Cresset Capital: Multi-family office serving ultra-HNW clients with integrated wealth, tax, and family office services. Comparable in tax-integrated HNW value proposition but smaller in scale and HNW-only focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights8 records
Customer concentration
Choreo social profiles
Digital presenceChoreo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Choreo leadership team
Management profileNumber of profiles
Profiles10 records
Choreo subsidiaries and ownership
Company hierarchySubsidiaries5 records
Choreo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Choreo M&A and investment
M&A and investmentM&A8 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Choreo
What does Choreo do?
Choreo is an integrated wealth management firm that provides financial planning, tax planning, estate planning, business and transition planning, insurance planning, public and private investment management, philanthropic advisory, and foundation/nonprofit investment services to high-net-worth individuals, families, business owners, and institutions. The firm operates a proprietary tax-managed investing approach (Choreo Tax Advantage with direct indexing) and consolidated reporting technology across an advisory network of more than 120 advisors in 40-plus U.S. locations.
Is Choreo a public or private company?
Choreo is a private company. It is classified as private equity controlled and is currently operating.
When was Choreo founded?
Choreo was founded in 1999. It employs 101 to 250 people.
Where is Choreo based?
Choreo is headquartered in Chicago, United States, in the North America region.
How does Choreo make money?
One revenue line is on record: AUM-Based Advisory Fees.
Who are Choreo's main competitors?
Direct peers on record are Sanctuary Wealth, Wealth Enhancement Group, Mercer Advisors, Carson Group, Cerity Partners, Mariner Wealth Advisors and Creative Planning. Broad incumbents are Edelman Financial Engines and Focus Financial Partners. Cresset Capital is listed as an emerging player.
Does Choreo have an API?
No public API is recorded for Choreo.
What industry is Choreo in?
Choreo's product category is Wealth Management. Its primary akta.pro industry code is FSAEABAA, Registered Investment Advisor (RIA) Wealth Management, with a secondary code of FSAAAAAG, Managed Accounts & Model Portfolios (SMA/UMA). Its NAICS code is 541 and its SIC code is 6282.