Greenwood Capital

What Greenwood Capital does

Greenwood Capital Associates, LLC is an SEC-registered investment advisory firm headquartered in Greenwood, South Carolina, with a second office in Greenville. Founded in 1983 as the in-house pension manager of Greenwood Mills, the firm has grown to $1.7 billion in assets under management as of December 31, 2025, serving three distinct client segments: individuals and families (with a $250,000 minimum and multi-generational wealth planning), institutional investors (endowments, foundations, healthcare, education, and South Carolina municipalities for which it acts as an outsourced chief investment officer), and financial advisors (via sub-advisory, tri-party, and platform relationships including Schwab Alliance). The firm has been majority-owned by TCB Corporation, the holding company of Countybank, since July 31, 2008, and operates with six active employee-owners alongside the parent.

Name

Greenwood Capital

Legal name

Greenwood Capital Associates, LLC

Website

https://greenwoodcapital.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Greenwood Capital is a South Carolina-based SEC-registered wealth and asset management firm managing $1.7B AUM for individuals, families, institutional investors, and financial advisors through in-house investment management and comprehensive financial planning services across the Southeast.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Institutional Consulting RIAs (OCIO/Endowments/Foundations/Pensions) (FSAAACAG)

akta.pro secondary industry

Portfolio Construction & Asset Allocation Advisory (FSAEAAAC)

Keywords

• Wealth management services
• Asset management firm
• Investment advisory services
• Financial planning solutions
• Retirement plan advisory

Headquarters

HQ city

Greenville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Investment Advisory Fees: Fee-only investment advisory services calculated as 1% of discretionary assets under management (including cash, cash equivalents, and accrued income). Fees are calculated quarterly based on the 3-month average account month-end market value and typically paid quarterly in arrears. Investment advisory fees and minimum account balance requirements are negotiable.
2. Financial Planning Services: Stand-alone financial planning services at a one-time fee of $3,500, which may be refunded if the client becomes an Investment Advisory Client.
3. Held Away Assets Management: For employer-sponsored retirement plans (such as 401(k) plans) held away from the firm's custodians, managed through a third-party platform with a 40% discount on standard advisory fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Greenwood Capital is an SEC-registered investment advisory firm that delivers wealth management, institutional investment management, and sub-advisory services. The firm manages client portfolios using in-house active management across equity, fixed income, ETF, and alternative strategies, while also providing financial planning, retirement plan advisory, and OCIO services for institutions. With $1.7B in AUM, it operates from Greenville and Greenwood, South Carolina.

Product overview

Greenwood Capital is a wealth and asset management firm offering a unified platform of financial services. The core offering consists of Wealth Management for individuals and families, Institutional Investor Services for endowments and foundations, and Financial Advisors Sub-Advisory services. Investment management spans Equity Investments, Fixed Income Investments, ETF Investments, and Alternative Investments. Retirement planning includes 401(k)/403(b) Corporate Solutions and Individual/Business Owner Retirement Solutions. Client access is provided through the GWDCAP Portal. The firm differentiates through in-house portfolio decisions using active management with a top-down investment process.

Differentiator

Problem solved

Functional benefit

Products and services

• Wealth Management Comprehensive financial planning and investment management services for families and individuals, including investment advice, asset allocation, retirement, estate, tax, charitable giving, and transitional planning.
• Institutional Investor Services Investment management and advisory services for endowments, foundations, healthcare, education, and municipality clients, including investment policy statement development and customized portfolio management.
• Financial Advisors Sub-Advisory Sub-advisory services for wealth management firms and independent financial advisors, providing managed money solutions on various platforms or under tri-party agreements.
• Equity Investments Active equity portfolio management using a top-down macroeconomic approach with 40-85 stock holdings selected based on improving fundamentals and strong risk-adjusted returns.
• Fixed Income Investments Active bond portfolio management focused on generating predictable income while preserving capital through controlled duration management, yield curve positioning, sector rotation, and credit selection.
• ETF Investments Asset-class-specific ETF portfolios that can be used standalone, as part of a separately managed account, or blended for diversified passive asset allocation.
• Alternative Investments Diversification solutions through partnerships with alternative asset managers, providing tailored portfolio allocation with proper balance of growth and risk management.
• 401(k)/403(b) Corporate Retirement Solutions Group retirement plan advisory services including plan design, provider selection, oversight, and participant education for businesses offering 401(k), 403(b), and profit-sharing plans.
• Individual and Business Owner Retirement Solutions Personalized retirement planning including Solo 401(k), ROTH IRA, SEP IRA, and IRA accounts with a holistic approach considering income, family, and post-work goals.
• Stand-Alone Financial Planning One-time financial planning engagement at a flat fee of $3,500, covering comprehensive planning topics independent of investment management. The fee may be refunded if the client becomes an Investment Advisory Client.
• Held Away Assets Management Management of employer-sponsored retirement plans (such as 401(k) plans) held away from the firm's custodians, managed through a third-party platform with a 40% discount on standard advisory fees.

Quantifiable outcome

• $1.7B Assets Under Management as of 12/31/2025
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• BloombergcoreTechnology or IntegrationBloomberg terminal and platform is utilized for market analysis, economic indicators, industry trends, and company-specific data to identify investment opportunities. Greenwood Capital leverages Bloomberg for comprehensive market understanding.
• FactSetcoreTechnology or IntegrationFactSet research platform is used for investment analysis, company research, and portfolio management. Provides comprehensive financial data and analytics.
• eVestmentcoreTechnology or IntegrationeVestment platform is used for institutional investment management analytics, manager research, and portfolio analysis.
• MorningstarcoreTechnology or IntegrationMorningstar research and analytics platform is utilized for investment research, fund analysis, and portfolio monitoring.

Scale indicators11 records

Recent moves11 records

Expansion highlights5 records

Direct peers

• Captrust: Captrust is an independent RIA providing investment advisory, wealth management, and institutional OCIO services to individuals, families, and institutions. Highly comparable to Greenwood Capital in multi-channel RIA model spanning direct wealth and institutional outsourced CIO mandates.
• NEPC: NEPC is an independent investment consulting firm specializing in OCIO services for endowments, foundations, pensions, and healthcare systems. Closely comparable to Greenwood Capital's institutional OCIO business, with similar research-driven asset allocation and IPS development for nonprofits.
• Commonfund: Commonfund is an investment firm dedicated to endowments, foundations, and other nonprofit institutional investors, providing OCIO, discretionary management, and outsourced investment services. Direct match to Greenwood Capital's institutional OCIO work for endowments, foundations, and municipalities.
• Mercer Advisors: Mercer Advisors is a national RIA offering wealth management, investment advisory, and financial planning to HNW individuals, families, and institutions. Operates a similar unified direct wealth + institutional platform comparable to Greenwood Capital's three-channel model.
• Mariner Wealth Advisors: Mariner Wealth Advisors is an independent RIA providing wealth advisory, investment management, and institutional consulting services. Comparable to Greenwood Capital's integrated wealth and institutional OCIO offering, though at significantly larger scale.
• Beacon Pointe Advisors: Beacon Pointe Advisors is a national wealth management and OCIO firm serving HNW families, foundations, and endowments. Comparable multi-channel RIA model with both private wealth and institutional OCIO practices.
• Verus Investments: Verus Investments is an institutional investment consulting firm providing OCIO, research, and asset allocation services to plan sponsors and nonprofits. Highly comparable to Greenwood Capital's institutional investor business segment.
• Wescott Financial Advisory Group: Wescott is an independent RIA based in Philadelphia providing wealth management, investment advisory, and institutional OCIO services. Comparable in scale and multi-channel RIA model to Greenwood Capital.

Broad incumbents

• Edelman Financial Engines: Edelman Financial Engines is a large national RIA combining financial planning, investment management, and workplace retirement plan services. Comparable in RIA structure and planning-led model but operates at substantially larger scale with broader national footprint.
• Hilltop Securities: Hilltop Securities is a Texas-based broker-dealer and registered investment advisor serving individuals, institutions, and municipalities. Comparable institutional and municipal client base, with overlapping wealth management and public-sector investment offerings, but operates broader product set including broker-dealer services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GreenwoodCapitalSC
• LinkedInlinkedin.com/company/greenwood-capital
• Instagraminstagram.com/greenwoodcapital_sc

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Greenwood Capital