Better Way

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.

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

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

• Private investment advisory
• Manager due diligence
• Family office advisory
• Risk-mitigated investing
• Alternative investment research

Headquarters

HQ city

Miami

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. 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

Core 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

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Expansion highlights3 records

Direct 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

• LinkedInlinkedin.com/company/better-way-llc

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 Better Way