Better Way
Better Way, LLC is a founder-led private investment advisory firm that sources and vets risk-mitigated alternative investments for institutional investors and family offices globally, using a contingent fee model that pays advisors only when clients profit.
- Company typePrivate
- Founded2018
- HeadquartersMiami, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Better Way does
Better Way, LLC is a privately-held investment advisory firm founded in 2018 and headquartered in Miami, Florida, that specializes in identifying and vetting risk-mitigated private investment opportunities for institutional investors and single and multi-family offices (including US RIAs and non-US family offices). The firm is founder-led by Alex Gregory, who spent a decade as a hands-on private investor at a $5 billion family office before co-founding Citi Private Bank's Private Investment research and diligence team in early 2010, where over a nine-year span he vetted more than 1,000 opportunities and developed relationships with over 100 investment managers. The firm's core offering is sourced, diligence-vetted private investment access delivered through a high-touch, relationship-driven advisory model rather than any proprietary software or technology platform.
The business is structured around an explicit alignment-first model: advisors co-invest in their own recommendations, and clients are offered the option of never paying fees until their investments earn a profit, which inverts conventional AUM-based advisory pricing and ties firm revenue to client outcomes. The firm maintains a proprietary perspective on an 8,000-fund-manager universe and selectively recommends managers it believes are value creators rather than asset aggregators, emphasizing thematic inefficiencies and overlooked opportunities over high-profile or brand-name funds. Go-to-market is direct and sales-led, with outreach via personal email ([email protected], [email protected]) and phone (+1 617-388-0139) to a global client base, supplemented by thought-leadership blog content republished on FundsSociety.com.
The firm operates with 1-10 employees, is independently founder/management-owned with no disclosed institutional backing or external funding, and serves clients globally. No software products, patents, regulatory actions, partnerships, M&A activity, or AI/technology capabilities are disclosed; the entire value proposition is human-judgment-driven private investment advisory.
Better Way firmographics
Firmographics- Name
- Better Way
- Legal name
- Better Way, LLC
- Website
- https://betterwayllc.net
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Better Way, LLC is a founder-led private investment advisory firm that sources and vets risk-mitigated alternative investments for institutional investors and family offices globally, using a contingent fee model that pays advisors only when clients profit.
- Ownership category
- akta.pro rank
Better Way industry classification
Industry- 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
- Fee-Based Advisory (FSAEAAAM)
- akta.pro secondary industries
- Specialized/Niche-Vertical RIAs (e.g., Medical, Tech, Executives, Athletes) (FSAAACAL), Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)
Keywords
Where Better Way is headquartered
LocationHeadquarters
- HQ city
- Miami
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Better Way business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Advisory/Consulting Fees (Performance-Based): Unique fee structure where advisors invest in their own recommendations and offer clients the option to never pay fees until investments earn a profit, ensuring 100% alignment of interests between advisors and clients.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
Better Way product offering
Product offeringCore offering
Better Way, LLC identifies and vets risk-mitigated private investment opportunities for institutional investors and single/multi family offices (US RIAs and non-US). The firm sources and underwrites private investments through deep relationships with over 100 third-party investment managers, then delivers manager selection, due diligence, and portfolio allocation guidance to clients globally. Advisor compensation is structured to align with client outcomes, including the option to never earn fees until client investments earn a profit, with the team co-investing in their own recommendations.
Product overview
Better Way, LLC is a private investment advisory firm that identifies and vets risk-mitigated private investment opportunities for institutions, family offices, and high net worth clients. The firm provides investment research and due diligence services, leveraging deep relationships with third-party investment managers. They offer fee structures aligned with client outcomes, including options where advisors earn fees only after clients earn profits. The firm does not offer a software product; it is a financial advisory service focused on private investments.
Differentiator
Problem solved
Functional benefit
Products and services
- Risk-Mitigated Private Investment Advisory Core advisory service that identifies, sources, vets, and structures risk-mitigated private investment opportunities for institutions and single/multi family offices (US RIAs and non-US); includes manager selection, due diligence, and portfolio allocation guidance, with advisor co-investment and an option for clients to pay no fees until investments earn a profit.
Quantifiable outcome
- 100% alignment with clients through unique fee structure (no fees until clients earn profit) and co-investment in recommendations
- +1 more outcomes
Companies that use Better Way
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles1 record
Better Way technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Better Way partnerships and signals
Strategic signalScale indicators3 records
Expansion highlights3 records
Better Way competitors and assessment
Company assessmentDirect peers
- Larch Lane Advisors: Boutique alternatives manager and advisory firm serving institutions and family offices with private and hedge fund strategies. Comparable boutique alternatives advisory serving similar institutional and family-office client base.
- Altheon Capital Partners: Boutique private-investment advisory firm that vets and provides access to private investment opportunities for family offices and institutional clients. Directly comparable in business model, target client, and focus on risk-mitigated manager selection.
- Hatteras Funds: Specializes in providing alternative and private investment solutions to advisors and family offices through a dedicated research and due-diligence framework. Closely aligned with Better Way in client base and private-market advisory focus.
- Pavilion Alternatives Group: Provides curated access to private and alternative investments for family offices, RIAs, and institutions, with a due-diligence-led sourcing model. Comparable as a boutique private-investment access platform targeting the same family-office buyer.
Emerging players
- iCapital Network: Technology-driven platform providing advisors and family offices with scaled access, due diligence, and operations for private market investments. Partial overlap with Better Way's diligence-and-access value proposition but with a tech-platform operating model.
- CAIS Group: Alternatives marketplace and due-diligence platform enabling RIAs and family offices to access private funds with operational support. Comparable in serving the same client base with private-investment access, but through a scaled technology-enabled model.
Broad incumbents
- Grosvenor Capital Management: Large alternatives and private-markets firm offering customized investment solutions to institutions and family offices. Comparable in advising family offices on private investments, but with a much larger AUM base and broader strategy set.
- K2 Advisors: Established alternatives and hedge fund manager serving institutions and family offices globally. Comparable client base and alternatives focus, but operates as a much larger incumbent with broader portfolio of strategies rather than a boutique diligence-led model.
- Mercer Advisors: Large RIA serving high-net-worth and family-office clients with wealth advisory including alternatives access. Comparable end-client (family offices) and inclusion of alternative investments, but operates as a scaled national RIA rather than a private-investment specialist.
- Brookfield Private Wealth: Global alternatives manager offering private investment solutions to institutions and high-net-worth investors. Comparable in delivering private market access to family offices, but at incumbent scale with broad product offerings versus boutique bespoke advisory.
Market position
Strengths4 records
Weaknesses2 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Better Way social profiles
Digital presenceBetter Way financial estimates
Financial estimateRevenue estimate
Valuation estimate
Better Way leadership team
Management profileNumber of profiles
Profiles1 record
Better Way funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Better Way M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Better Way
What does Better Way do?
Better Way, LLC identifies and vets risk-mitigated private investment opportunities for institutional investors and single/multi family offices (US RIAs and non-US). The firm sources and underwrites private investments through deep relationships with over 100 third-party investment managers, then delivers manager selection, due diligence, and portfolio allocation guidance to clients globally. Advisor compensation is structured to align with client outcomes, including the option to never earn fees until client investments earn a profit, with the team co-investing in their own recommendations.
Is Better Way a public or private company?
Better Way is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Better Way founded?
Better Way was founded in 2018. It employs 1 to 10 people.
Where is Better Way based?
Better Way is headquartered in Miami, United States, in the North America region.
How does Better Way make money?
One revenue line is on record: advisory/Consulting Fees (Performance-Based).
Who are Better Way's main competitors?
Direct peers on record are Larch Lane Advisors, Altheon Capital Partners, Hatteras Funds and Pavilion Alternatives Group. Emerging players are iCapital Network and CAIS Group. Broad incumbents are Grosvenor Capital Management, K2 Advisors, Mercer Advisors and Brookfield Private Wealth.
Does Better Way have an API?
No public API is recorded for Better Way.
What industry is Better Way in?
Better Way's product category is Investment Advisory Services. Its primary akta.pro industry code is FSAEAAAM, Fee-Based Advisory, with a secondary code of FSAAACAL, Specialized/Niche-Vertical RIAs (e.g., Medical, Tech, Executives, Athletes). Its NAICS code is 523940 and its SIC code is 6282.