Earth Equity Advisors

What Earth Equity Advisors does

Earth Equity Advisors, LLC is an Independent Registered Investment Advisor founded in 2004 and headquartered at 40 North Merrimon Avenue in Asheville, North Carolina. The firm specializes exclusively in sustainable, responsible, and impact (SRI) investing, offering discretionary investment management plus financial and retirement planning to high-net-worth individuals and families seeking to align portfolios with environmental and social values. Since January 3, 2023, advisory services have been delivered through Prime Capital Investment Advisors, LLC (PCIA), a federally registered investment adviser based in Overland Park, Kansas, which does business as Prime Capital Financial; client account access is provided via Fidelity/Orion Advisor and financial planning via RightCapital.

Core offerings include customized sustainable portfolio construction, two proprietary model portfolios (the Green Sage Sustainability Portfolio created in 2014 and the Green Sage DeCarb Portfolio focused on decarbonization), and the Impact X-Ray report, a complimentary screening tool that flags fossil fuels, weapons, tobacco, and other excluded holdings in portfolios above $500,000. The firm also produces the Dollars & Change podcast for thought-leadership distribution and generates founder-led media presence through Bloomberg, CNBC, MarketWatch, Barron's, Schwab Network, and other outlets.

The revenue model is subscription-recurring advisory fees on assets under management, charged individually to clients negotiated with the advisor. Go-to-market is sales-led with strong thought-leadership content and event-driven components: quarterly webinars, podcast content, conference speaking, and a complimentary initial consultation as the funnel entry point. The firm reports 1-10 employees and identifies secondary segments in next-generation investors (Gen Z, Millennials) and non-profit endowment clients. It is B Corporation certified and is led by founder Peter Krull, who was named 2024 InvestmentNews ESG/Responsible Investing Advisor of the Year.

The technology stack is fully third-party-dependent: no proprietary platform, no AI/ML systems, and no in-house model development. Differentiation rests on founder expertise, brand recognition within the SRI niche, two decades of category presence, and branded model portfolios rather than technical defensibility.

Name

Earth Equity Advisors

Legal name

Earth Equity Advisors, LLC

Website

https://earthequityadvisors.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Earth Equity Advisors is a boutique Asheville, NC-based RIA founded in 2004 that delivers sustainable, responsible, and impact investment management plus financial planning to high-net-worth individuals and families, operating under Prime Capital Investment Advisors since January 2023.

Ownership category

akta.pro rank

Product category

Investment Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

ESG/Sustainable Investment Advisory (FSAEAAAJ)

akta.pro secondary industries

Sustainable/ESG Equity (Active) (FSAAAIAM), Sustainable/Thematic Investing (Climate, Clean Tech, Water, Biodiversity) (FSAAALAB)

Keywords

• Sustainable investment management
• ESG advisory services
• Impact investing
• Financial planning
• Responsible wealth management

Headquarters

HQ city

Asheville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Services: As a registered investment advisor, Earth Equity Advisors generates revenue through advisory fees charged to clients for investment management and financial planning services. Services are offered through Prime Capital Investment Advisors, LLC (PCIA) as of January 3, 2023. Prior to this date, services were provided directly through Earth Equity Advisors.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Earth Equity Advisors provides personalized investment management and financial planning services that align client portfolios with environmental, social, and governance (ESG) values. Core offerings include sustainable, responsible, and impact (SRI) investment management, financial advising and planning, two proprietary equity baskets (Green Sage Sustainability Portfolio and Green Sage DeCarb Portfolio), and the Impact X-Ray portfolio screening report. Advisory services are delivered through Prime Capital Investment Advisors, LLC (PCIA), a federally registered investment adviser.

Product overview

Earth Equity Advisors operates as a unified sustainable investing advisory firm offering three core service pillars: investment management (sustainable, resilient, and innovative investing), financial planning, and impact analysis tools. The firm's flagship offerings include the Green Sage Sustainability Portfolio and Green Sage DeCarb Portfolio for direct equity investing, the Impact X-Ray analytical tool for portfolio screening, and the Dollars & Change podcast for thought leadership. Services are offered through Prime Capital Investment Advisors, LLC as of January 2023.

Differentiator

Problem solved

Functional benefit

Brands

• Green Sage Sustainability Portfolio: A sustainable stock portfolio created based on client demand for sustainable investment options.
• Green Sage DeCarb Portfolio
• Impact X-Ray
• Dollars & Change

Products and services

• Sustainable, Resilient, and Innovative Investment Management Core investment management service that aligns client portfolios with sustainable, resilient, and innovative companies, focused on environmental protection, social equality, clean energy, and ethical decision-making. For individual investors and families seeking values-aligned portfolios.
• Financial Advising & Planning Comprehensive financial planning services including retirement planning, estate planning, tax planning, and investment strategy development tailored to individual client values and goals. For individual clients, families, and mission-driven non-profits.
• Green Sage Sustainability Portfolio Proprietary basket of sustainable stocks that screens for environmental and social responsibility criteria and focuses on companies with positive sustainability practices. For clients seeking direct equity exposure to sustainable companies.
• Green Sage DeCarb Portfolio Proprietary decarbonization-focused investment portfolio targeting companies and technologies that support the transition to a low-carbon economy. For clients prioritizing clean energy and climate solutions in their equity allocation.
• Impact X-Ray Report Complimentary portfolio analysis service that reviews client investments to identify holdings in fossil fuels, weapons, tobacco, and other questionable industries, generating a personalized report. Available for portfolios over $500,000.

Quantifiable outcome

• Over 20 years helping clients align investments with values since 2004

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

One partnership is on record.

• Prime Capital Investment Advisors, LLCcoreStrategic or Co-development Partner · 3 January 2023Beginning January 3, 2023, advisory services and related content are offered and provided through Prime Capital Investment Advisors, LLC, a federally registered investment adviser. Prior to this date, services were offered directly through Earth Equity Advisors. PCIA is located at 6201 College Blvd., Suite#150, Overland Park, KS 66211.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Domini Impact Investments: Impact investing fund manager offering mutual funds screened for social and environmental criteria — directly comparable in mission and product offering to Earth Equity's sustainable equity portfolios.
• Trillium Asset Management: Boutique ESG-focused investment advisor offering sustainable and impact equity and fixed-income strategies to institutions and HNW clients — directly comparable niche, mission, and client profile to Earth Equity.
• Walden Asset Management: Boston-based ESG investment advisor serving foundations, endowments, and HNW families with sustainable investing mandates — closely aligned values-driven RIA comparable to Earth Equity's HNW mission.
• Boston Common Asset Management: ESG-focused investment firm managing public equity portfolios for institutional and HNW clients using sustainability screens and shareholder advocacy — directly comparable sustainable equity mandate and impact focus.
• Green Century Funds: Sustainable and fossil-fuel-free mutual fund manager founded by environmental nonprofits — comparable mission-aligned investment product and values-driven client base as Earth Equity's Green Sage portfolios.
• Natural Investments: Boutique ESG and socially responsible investment advisory firm serving HNW individuals and mission-aligned investors — closely comparable boutique RIA scale, values focus, and client profile.
• Newday Impact Investing: Impact-focused investment platform offering curated portfolios aligned with social and environmental values — comparable mission, sustainable portfolio construction, and HNW values-driven client base.

Emerging players

• Calvert Impact Capital: Impact-focused investment manager providing sustainable and community investment products — comparable in mission and HNW/values-motivated client overlap, though heavier on private credit and community investments.
• Aspiration: Sustainable-focused financial services platform offering investing and banking products to values-motivated consumers — overlaps on sustainable investing mandate but targets a broader mass-affluent audience and is fintech-platform-led.

Broad incumbents

• Sentinel Investments: Established mutual fund manager with dedicated ESG/Sustainable equity strategies — comparable sustainable equity product offering though broader and more institutionally distributed than Earth Equity's boutique.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/EarthEquityAdv
• YouTubeyoutube.com/@EarthEquityAdvisors
• Facebookfacebook.com/EarthEquityAdvisors
• LinkedInlinkedin.com/in/pkrull

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Earth Equity Advisors