Equity Armor Investments

What Equity Armor Investments does

Equity Armor Investments is a privately held, Chicago-based investment advisory firm founded in 2009 that provides investment strategies and wealth management advisory services. Per its stated positioning, the firm serves two distinct client cohorts: retail investors and financial institutions, suggesting a dual-track distribution approach where retail clients access strategy products directly while institutional clients engage the firm for advisory mandates. Employee count is reported at 1-10, consistent with a boutique advisory operation rather than a scaled asset manager. The firm maintains an online presence at equityarmorinvestments.com, although the page returned only a verification/loading screen during data collection, and no additional product, pricing, regulatory registration, or AUM disclosures were accessible. Luke Rahbari is identified as Chief Executive Officer.

Revenue mechanics, pricing schedules, custody arrangements, fee structures, and product taxonomy are not disclosed in the available source material. The firm appears to operate on a traditional advisory fee model common to RIAs, but the absence of confirmed disclosures means revenue per client, minimum investable assets, and channel mix cannot be triangulated. The dual retail/institutional positioning is the firm's defining go-to-market claim, and any competitive assessment or investment thesis must be qualified by the data-thin context: with no disclosed AUM, no management team beyond the CEO, no funding history, and no operating cadence visible, the firm's strategic posture beyond its founding premise is not observable in the input.

Name

Equity Armor Investments

Website

https://equityarmorinvestments.com

Company type

Private

Founded year

2009

Headcount range

1–10 employees

Short description

Equity Armor Investments is a Chicago-based, privately held wealth management advisory firm founded in 2009 that provides investment strategies and advisory services to both retail investors and financial institutions, operating as a small boutique with 1-10 employees under CEO Luke Rahbari.

Ownership category

akta.pro rank

Product category

Wealth Management Advisory

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Large-Cap Equity (Active) (FSAAAIAA)

Keywords

• Investment advisory services
• Wealth management advisory
• Investment strategies
• Financial advisory services
• Retail finance advisory

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Core offering

Equity Armor Investments provides investment strategies along with wealth management advisory services for retail clients and financial institutions. Headquartered in Chicago, the firm was founded in 2009 and operates with a small team (1–10 employees), delivering personalized investment and advisory services as its core product.

Differentiator

Problem solved

Functional benefit

Products and services

• Investment Strategy Services Investment strategies provided to retail clients and financial institutions as part of the firm's core advisory practice.
• Wealth Management Advisory Services Wealth management advisory services delivered to retail clients and financial institutions, constituting the firm's primary service line.

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Expansion highlights1 record

Broad incumbents

• Fisher Investments: Large independent RIA providing discretionary investment management and wealth advisory primarily to high-net-worth and institutional clients. Comparable as an independent (non-broker-dealer) advisor competing for the same institutional wallet share.
• Northern Trust: Chicago-headquartered global wealth management firm offering investment management and advisory services to both individuals and institutions. Geographic and segment overlap makes it the closest scaled comparable to a Chicago-based independent wealth advisor.
• Edward Jones: Large U.S. retail-focused wealth management and investment advisory franchise with a national branch network. Represents the scaled-incumbent benchmark for client acquisition, fee compression, and platform breadth that any small advisory must compete against.
• Merrill Lynch Wealth Management: Bank-affiliated wealth advisory franchise serving retail and institutional clients with investment strategy and portfolio management offerings. Comparable on dual-segment advisory distribution and breadth of wealth services.
• Charles Schwab Wealth Management: One of the largest U.S. wealth advisory and brokerage platforms, serving both retail and institutional clients with portfolio management and investment advice. Direct substitute for advisory services across both of Equity Armor's stated segments.

Emerging players

• Vanguard Personal Advisor Services: Hybrid robo-plus-human investment advisory offering from Vanguard providing wealth management to retail clients at low cost. Sets the price benchmark for retail advisory services and competes directly for the same retail segment.
• Betterment: Leading U.S. robo-advisor offering automated portfolio management and investment advice to retail clients. Represents the technology-led, low-fee competitive vector that any small traditional advisory must defend against.
• Wealthfront: Automated investment advisory platform providing portfolio management and financial planning to retail clients. Comparable as the digital-native competitive pressure on fee levels in the retail advisory segment.

Regional players

• Mesirow Financial: Chicago-headquartered diversified financial services firm with significant wealth management and investment advisory capabilities serving retail and institutional clients. Comparable as another Chicago-rooted, multi-segment advisory competitor.
• Ariel Investments: Chicago-based investment management firm providing equity strategies and advisory services to individuals and institutions. Shares both the Chicago base and the equity-strategy-plus-advisory positioning with the subject firm.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat1 record

Key risks5 records

Key highlights4 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Equity Armor Investments