What WestEnd Advisors does

WestEnd Advisors, LLC is an SEC-registered investment adviser founded in 2004 and headquartered in Charlotte, North Carolina. The firm operates as an autonomous Victory Capital Investment Franchise, delivering actively managed investment strategies to individual, institutional, and wrap clients through direct advisory relationships, sponsor/wrap platforms, and Victory Capital's distribution infrastructure.

The firm offers eight separately managed account (SMA) strategies spanning U.S. sector-focused (U.S. Sector, U.S. Sector Index, U.S. Balanced, Large-Cap Core Equity) and global multi-asset (Global Equity, Global Balanced, Global Conservative, Multi-Asset) approaches. All strategies are built on a proprietary top-down macroeconomic investment process that analyzes 200+ domestic and global indicators to drive sector allocation and avoidance over a 6-18 month investment horizon. Implementation uses a mix of ETFs (since 2005), individual securities, and direct indexing (e.g., 250-400 holdings in the U.S. Sector Index Strategy for tax optimization). Portfolio construction is concentrated, typically holding 4-22 ETFs or ~20 large-cap stocks depending on strategy.

WestEnd generates revenue through investment advisory fees on assets under management, with net-of-fee results reflecting either institutional fees or an assumed 3.00% annual rate. Distribution is led by a 27-person team split across Investment Management, Sales & Client Service, and Compliance & Operations, anchored by Co-CIOs Fritz Porter and Ty Peebles, Managing Partners Jason Leibowitz and Graham Hunt, Chief Investment Strategist Ned Durden, and Chief Compliance Officer Jim Cox. The firm's strategic partnerships with Victory Capital (franchise parent), Vestmark (tax-advantaged SMA development, announced December 2025), and Envestnet (FSTM Advantage tax management program) extend its distribution and platform reach.

Name

WestEnd Advisors

Legal name

WestEnd Advisors, LLC

Website

https://westendadvisors.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

WestEnd Advisors is an SEC-registered investment adviser offering eight actively managed SMA strategies built on proprietary macroeconomic analysis of 200+ indicators. Founded in 2004, the firm serves individual, institutional, and wrap clients through direct relationships and the Victory Capital distribution platform.

Ownership category

akta.pro rank

Product category

Investment Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)

akta.pro secondary industry

Broker-Dealer Affiliated Wealth Advisory (FSAEABAB)

Keywords

• Active investment management
• Macroeconomic research services
• Separately managed accounts
• ETF investment strategies
• Portfolio construction advisory

Headquarters

HQ city

Charlotte

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Fees: WestEnd Advisors is an SEC-registered investment adviser managing equity securities for individual, institutional, and wrap clients. The firm charges investment advisory fees, with net-of-fee results reflecting either institutional fees or an assumed 3.00% annual fee rate intended to equal or exceed maximum advisory program fees and maximum investment management fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

WestEnd Advisors is an SEC-registered investment adviser that manages equity securities for individual, institutional, and wrap clients through eight separately managed account (SMA) strategies. All strategies are driven by a proprietary macroeconomic analysis framework that monitors 200+ domestic and global indicators to inform high-conviction sector allocation, avoidance, and security selection. Implementation is delivered via individual securities, ETFs, and direct indexing.

Product overview

WestEnd Advisors is an SEC-registered investment adviser operating as a Victory Capital Investment Franchise that offers eight distinct investment strategies delivered as separately managed accounts (SMAs). The firm's strategies range from domestic U.S. sector-focused approaches (U.S. Sector, U.S. Sector Index, U.S. Balanced, Large-Cap Core Equity) to global multi-asset solutions (Global Equity, Global Balanced, Global Conservative, Multi-Asset). All strategies are implemented using a proprietary top-down macroeconomic investment process that analyzes over 200 domestic and global indicators to inform sector allocation and security selection decisions.

Differentiator

Problem solved

Functional benefit

Products and services

• U.S. Sector Strategy Employs high-conviction sector allocation and avoidance driven by macroeconomic analysis. Invests in sectors of the S&P 500 positioned to outperform while avoiding those facing economic headwinds. Typically holds 4-6 U.S. equity sector ETFs and is delivered to individual, institutional, and wrap clients as a separately managed account.
• U.S. Sector Index Strategy Combines macroeconomically-driven sector allocation and avoidance with direct indexing of desired sector exposures for tax optimization. Typically holds 250-400 U.S. large-cap equity holdings across 4-6 sector allocations and is delivered as a separately managed account.
• U.S. Balanced Strategy Seeks long-term capital appreciation while preserving capital through asset class diversification, combining high-conviction active management with ETF diversification across U.S. equity and U.S. fixed income markets. Typically holds 7-12 equity and fixed-income ETFs.
• Global Equity Strategy Seeks long-term capital appreciation while mitigating volatility by combining high-conviction active allocations to global and U.S. equities with ETF diversification. A long-only, low-turnover strategy typically holding 5-10 equity ETFs.
• Global Balanced Strategy Seeks long-term capital appreciation while preserving capital through asset class diversification across global equities and U.S. fixed income. Combines high-conviction active management with ETF diversification and typically holds 8-15 equity and fixed-income ETFs.
• Global Conservative Strategy Seeks capital preservation through asset class diversification and fixed-income exposure along with capital appreciation through active allocations. Long-only, low-turnover strategy combining high-conviction active management with ETF diversification, typically holding 8-17 fixed-income and equity ETFs.
• Multi-Asset Strategy Primarily seeks capital appreciation across a range of economic environments through active allocations to and within equity, fixed income, and real asset exposures. Combines high-conviction active management with low-cost passive ETFs and typically holds 8-22 equity, fixed-income, and real asset ETFs.
• Large-Cap Core Equity Strategy Seeks long-term capital appreciation while minimizing periods of significant negative returns. Employs a sector-focused, data-driven approach, investing in financially strong S&P 500 companies within sectors best positioned for economic tailwinds. Holds approximately 20 large-cap U.S. stocks.

Quantifiable outcome

• Typically 4-6 U.S. equity sector ETFs for concentrated high-conviction exposure
• +2 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

Three partnerships are on record, tiered core.

• VestmarkcoreStrategic or Co-development Partner · 17 December 2025Vestmark has partnered with WestEnd Advisors to develop a U.S. sector strategy SMA focused on tax advantages. The partnership aims to deliver tax-advantaged investment solutions to clients through Vestmark's platform capabilities.
• EnvestnetcoreStrategic or Co-development PartnerEnvestnet announced that asset managers participating in its Fund Strategist Tax Management (FSTM) Advantage program will cover the cost of tax management services for investors. The program enables advisors to manage portfolios with tax sensitivity options, potentially benefiting WestEnd's tax-optimized strategies.
• Victory CapitalcoreStrategic or Co-development PartnerWestEnd Advisors operates as an autonomous Victory Capital Investment Franchise. WestEnd's active principals are responsible for managing the firm and its day-to-day operations while benefiting from Victory Capital's platform infrastructure, distribution capabilities, and operational support.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Victory Capital: Victory Capital is the parent franchise platform of which WestEnd is an autonomous Investment Franchise. It offers a multi-boutique model distributing multiple affiliate strategies across intermediary and institutional channels, providing a direct benchmark for the franchise economics and distribution model under which WestEnd operates.
• Eaton Vance (Morgan Stanley Investment Management): Eaton Vance, now part of Morgan Stanley Investment Management, offers a broad suite of active equity, balanced, and multi-asset SMA strategies distributed widely through intermediaries. It is a relevant broader-incumbent reference point for active macro and sector strategies at scale.

Direct peers

• Grantham Mayo Van Otterloo (GMO): GMO is a well-known macro-driven active asset manager applying top-down asset class and sector views across global equities, fixed income, and multi-asset strategies. Like WestEnd, GMO emphasizes cycle-aware allocation and avoidance, making it a closely comparable philosophy peer.
• Miller Value Partners: Miller Value Partners runs concentrated, high-conviction equity strategies with a strong top-down macro and sector overlay. Its approach to active sector allocation and avoidance closely mirrors WestEnd's high-conviction sector strategy.
• PanAgora Asset Management: PanAgora is a multi-asset manager combining active macro views with quantitative and fundamental research across global equities and multi-asset solutions. It is comparable to WestEnd's Global Equity, Global Balanced, and Multi-Asset strategies.
• Fort Washington Investment Advisors: Fort Washington is a Cincinnati-based active investment manager offering equity, fixed income, and multi-asset strategies to institutional and intermediary clients. Its multi-strategy platform and institutional focus make it a comparable boutique competitor in the U.S. active equity space.
• Absolute Investment Advisers: Absolute Investment Advisers offers multiple affiliated manager strategies across U.S. sector, balanced, and multi-asset SMAs distributed through intermediary platforms—directly comparable to WestEnd's Victory Capital franchise distribution model.
• Peters MacGregor Asset Management: Peters MacGregor is a boutique active equity manager focused on U.S. sector and balanced strategies, with distribution concentrated on the RIA and intermediary channels. Similar size and strategy mix to WestEnd make it a relevant comparable.
• CornerCap Investment Counsel: CornerCap is a small-cap-focused active equity manager applying disciplined quantitative and fundamental processes across U.S. equities. As a smaller boutique with institutional and intermediary distribution, it is comparable to WestEnd in scale and channel mix.
• Cypress Capital Management: Cypress Capital Management is a boutique active equity manager offering U.S. and global strategies distributed primarily through the RIA channel. Its size, strategy mix, and distribution orientation are comparable to WestEnd.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles27 records

Funding overview

Funding rounds1 record

Investors1 record

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 WestEnd Advisors