Choreo

Choreo

Nationwide financial planning and advisory services

Overview

Choreo offers financial planning and advisory services to individuals and families, supported by a coast-to-coast network of about 24 offices. Its approach combines technology-enabled planning with a focus on equality and community well-being, aiming to serve clients beyond what’s expected in their local cities and across the country. How it works: clients meet with financial advisors who use technology tools to create personalized plans that address goals like saving, investing, retirement, and family needs. The company differentiates itself through its long-standing presence (20+ years), nationwide footprint, commitment to equitable service, and the use of technology to streamline planning. Overall goal: improve the financial and personal well-being of clients, their families, and communities by meeting their financial planning needs with accessible, broad-reaching support.

About Choreo

Simplify's Rating
Why Choreo is rated
B-
Rated B on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Consulting

Financial Services

Company Size

201-500

Company Stage

N/A

Total Funding

N/A

Headquarters

Chicago, Illinois

Founded

N/A

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Simplify's Take

What believers are saying

  • Choreo added $2 billion in AUM in 2026 through four acquisitions, accelerating scale under CEO Jason Van de Loo.
  • The July 2026 $700 million Resource Financial Group deal strengthens Chicago-area footprint for business owners.
  • Appointing Keith Kotfica as Chief Growth Officer signals dedicated executive focus on M&A and market expansion.

What critics are saying

  • Aggressive 2026 M&A of four RIAs risks integration failures and client attrition within 12 to 18 months.
  • Parthenon Capital's 2022 private equity leverage demands rapid profit extraction, potentially forcing fee hikes or service cuts.
  • Competitive erosion from Prime Capital and Allworth targets Choreo's business-owner niche with superior tax planning.

What makes Choreo unique

  • Choreo uniquely integrates tax-smart wealth planning for closely held business owners across 40-plus locations.
  • The firm coordinates business transitions, liquidity events, and retirement using CPAs and estate attorneys.
  • Choreo operates as a private equity-backed RIA with 7,000+ clients and $28.6 billion in AUM.

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Benefits

Health Insurance

Dental Insurance

Vision Insurance

Life Insurance

Disability Insurance

401(k) Company Match

Professional Development Budget

Training Programs

Unlimited Paid Time Off

Parental Leave

Growth & Insights and Company News

Headcount

6 month growth

3%

1 year growth

3%

2 year growth

3%
Family Wealth Report
Jul 24th, 2026
Who's moving where in wealth management - Citi Private Bank, Canada, Cetera.

Who's moving where in wealth management - Citi Private Bank, Canada, Cetera. Editorial Staff July 24, 2026 The latest senior moves, appointments and personnel changes in North American wealth management. Citi Private Bank Citi Private Bank has appointed a senior industry executive, Yannick Archambault (main picture), as market executive for its Canada business. He will join the bank in September and report to Chris Biotti, head of North America at the private bank, with a matrix to Raymond Gatcliffe, chief country officer for Canada. Archambault brings more than 30 years of wealth management leadership experience in Canada, the US and Asia. In this role, he will lead and grow the private bank in Canada, working with entrepreneurs, business owners, family offices and ultra-HNW families. Most recently, Archambault served as president, private wealth at Nicola Wealth. Earlier in his career, he was chief operating officer in Canada and in the US at BMO, he served as a partner at KPMG and worked at TD Bank. He also served as president and chief investment officer of single- and multi-family offices. Archambault holds a bachelor of commerce from HEC Montréal, an executive master of business administration from the Kellogg School of Management and Schulich School of Business, the Chartered Financial Analyst designation, the Family Enterprise Advisor designation, and an executive certificate in advancing sustainability from NYU Stern School of Business. Cetera Cetera has named Craig Bartlett (pictured below), CFP(R) community leader of Cetera Financial Specialists (CFS), a collection of tax-focused financial professionals within Cetera. CFS is part of Cetera's Tax & Accounting channel serving financial professionals who operate at the intersection of tax and wealth management. Craig Bartlett Bartlett brings more than 30 years of leadership experience across wealth management, broker-dealer, insurance and advisory platforms, including Choreo, Creative Planning/Wipfli Financial Advisors, US Bank, UBS, Transamerica and Allstate. Most recently, Bartlett served as senior vice president of advisors at Choreo, a wealth management firm built around a network of advisors serving CPAs, entrepreneurs, and individuals.

Choreo Advisors
Jul 8th, 2026
Choreo acquires Resource Financial Group assets.

Choreo acquires Resource Financial Group assets. Business Planning-Focused RIA with $700 Million in Assets Expands Firm's Chicago-Area Footprint CHICAGO, July 8th, 2026 | Choreo, LLC ("Choreo") today announced it has acquired substantially all the assets of Resource Financial Group ("RFG"), a Wilmette, Illinois-based registered investment adviser with approximately $700 million in assets under management (AUM) as of April 30, 2026. RFG is led by wealth managers Peter M. Maris, Founding Partner, and Brian Pugal, Partner, and supported by a six-person client service team led by Alexandra Moise. RFG works primarily with closely held business owners and families, helping them plan business transitions, liquidity events, and retirement, with execution supported by CPAs, estate attorneys, and insurance professionals. "Peter and Brian have built a terrific business and earned deep trust by helping clients connect business planning with retirement and succession to preserve wealth," said Jason Van de Loo, CEO of Choreo. "The firm's work with closely held businesses in the Chicago area and beyond strengthens our ability to support teams that do complex planning work for builders of these kinds of unique enterprises and companies around the country." Maris began his financial services career in the personal finance department of a large Chicago bank before becoming a tax planner. Before founding RFG in 1996, he was a financial advisor with American Express Financial Advisors. He is a Certified Financial Planner (CFP(R) and holds a Master of Business Administration (MBA) from Loyola Chicago's Quinlan School of Business. Pugal joined RFG in 2002 and also holds an MBA from Loyola Chicago's Quinlan School of Business. In addition to being a CFP(R), Pugal holds a Certified Investment Management Analyst (CIMA(R) designation. Maris added, "Our entire team is excited to join Choreo. Our clients value our relationship-based client service model backed by data and plan coordination. With Choreo, we'll have more resources and consistency behind our processes, which means a smoother experience for them." The announcement marks the latest in a series of deals for Choreo. This year, the firm has acquired the assets of Northeast Financial Group and Herbein Financial Group, as well as Insight Wealth Strategies. Overall, Choreo has added approximately $2 billion in AUM in 2026. Turkey Hill Management served as advisor to RFG in the transaction. About Choreo, LLC Choreo is an independent firm focused on redefining tax-smart wealth planning. Passionate about orchestrating at the many intersections of tax and wealth to improve the well-being of clients, their businesses, their families, and their communities, Choreo operates out of 40-plus locations across the country. Choreo's experienced advisors define, design, and build solutions for their clients' financial and related needs so they can focus on what matters most to them. Originally launched over 20 years ago as a subsidiary of one of the largest CPA and professional services firms in the country, Choreo serves over 7,000+ clients with approximately $28.6 billion in assets under management and advisement as of Dec. 31, 2025[1]. Choreo, LLC is a limited liability company that provides investment advisory services, financial planning and other wealth management services to individuals and businesses. Choreo, LLC is an SEC-registered investment adviser. Registration as an investment adviser does not imply any skillset of the wealth manager and or its advisors. [1] All numbers are approximate. As of Dec. 31, 2025, $19.1 billion constitutes regulatory assets under management, with an additional $9.5 billion in assets under advisement related to holdings of clients for which Choreo, LLC provide aggregated reporting, financial planning, wealth management consulting, retirement plan consulting and advisory services, and/or similar services. Media inquiries Donald C. Cutler Haven Tower Group 424.317.4850 [email protected]

Wealth Solutions Report
Jan 22nd, 2026
Choreo To Acquire $1.3 Billion Pennsylvania-Based RIAs

Choreo to acquire $1.3 billion pennsylvania-based RIAs. Six Advisors And Six Staff Will Make The Move To Choreo Chicago-based RIA Choreo has agreed to acquire Allentown, Pennsylvania-based wealth management firm Northeast Financial Group and Reading, Pennsylvania-based Herbein Financial Group, RIAs that oversee $1.3 billion in combined client assets. Over two years ago, Northeast Financial and accounting firm Herbein LLP formed Herbein Financial Group as a joint venture. Choreo CEO Jason Van de Loo explained that Northeast Financial and Herbein Financial "share our focus on business builders and the real-world planning work that comes with running a company, building wealth and preparing for what's next." "Together, we'll be able to bring clients more depth, coordination and support without losing the local relationships that matter," he added. Josh Laychock, who leads both Northeast Financial and Herbein Financial, said, "Business owners are navigating a more complex planning environment, with tax policy uncertainty, changing markets and higher expectations for integrated advice. Joining Choreo will give our team added scale, broader capabilities and a platform built to deliver coordinated planning without losing the client-first culture we value." The deal will add 12 full-time employees, including six financial advisors, to Choreo. Wealth Solutions Report can be reached at [email protected]. Just one quick step. Confirm your email and read all our content for free!

PlanAdviser
Jan 21st, 2026
Advisory M&A News - 1/21/2026

Advisory M&A news - 1/21/2026. Prime Capital acquires Bradshaw Rogers Financial Partners; Modern Wealth adds $300M New York team; Choreo agrees to buy assets of Northeast Financial and Herbein Financial; and more. Prime Capital acquires Bradshaw Rogers Financial Partners. Prime Capital Financial announced its acquisition of Salisbury, North Carolina-based Bradshaw Rogers Financial Rogers Inc., a wealth management firm with $600 million in assets under management. The partnership expands Prime Capital's national presence with a team of seven professionals, including partner roles for Founders Trent Bradshaw and Brandon Rogers. Bradshaw Rogers, founded in 2006, provides comprehensive, planning-led wealth management with a focus on integrated tax strategy, aligning with Prime Capital Financial's continued expansion of planning and tax platform. The acquisition follows the recent launch of Prime Capital's tax advisory practice. "Trent and Brandon have built an exemplary team with a strong tax-focused approach that complements our recent expansion into tax services," said Glenn Spencer, Prime Capital's CEO, in a statement. "This partnership also meaningfully expands our presence in the Carolinas, which has been a key growth region for us, and supports a more coordinated, long-term approach to financial planning for clients nationwide." Bradshaw Rogers will continue working closely with clients while leveraging Prime Capital Financial's resources, infrastructure and platform. Prime Capital Financial has an established footprint across the Carolinas, with offices in Asheville, Charlotte, Raleigh and now Salisbury in North Carolina, as well as Charleston, South Carolina. Alaris Acquisitions acted as the adviser to Bradshaw Rogers for this transaction. Modern Wealth adds $300M New York team. Modern Wealth Management LLC, a registered investment advisory firm, announced an asset purchase agreement of a Rochester, New York-based advisory practice led by industry veteran Craig Houck. The transaction adds a four-person advisory team - formerly part of Manning & Napier Associates in nearby Fairport - to Modern Wealth's Rochester office, with Houck joining as managing director. Overseeing $300 million in client assets, Houck and his team have joined Modern Wealth to leverage its robust, fully integrated wealth management platform. The move further expands Modern Wealth's largest East Coast presence, which includes a growing retirement plan advisory and financial planning business. "In particular, the firm's deep tax planning expertise allows us to better serve clients navigating increasingly complex financial decisions, especially as they move through retirement," Houck said in the announcement. Modern Wealth added 19 new advisory teams throughout 2025, expanding service lines and platform capabilities with nearly $11 billion in assets under management. Choreo agrees to buy assets of Northeast Financial and Herbein Financial. Choreo LLC. announced Wednesday an agreement to purchase all the assets of Northeast Financial Group Inc. and Herbein Financial Group, Pennsylvania-based registered investment advisers with $1.3 billion in combined client assets, headquartered in Allentown and Reading, respectively. Herbein Financial Group was created over two years ago through a joint venture between Northeast Financial Group, a wealth management firm, and Herbein + Co. Inc., an accounting firm. Josh Laychock, with more than 20 years of financial services experience, leads both Northeast Financial Group and Herbein Financial Group. Upon closing the transaction, Choreo will welcome 12 full-time employees, including six financial advisors. "Business owners are navigating a more complex planning environment, with tax policy uncertainty, changing markets and higher expectations for integrated advice," Laychock said in a statement. "Joining Choreo will give our team added scale, broader capabilities and a platform built to deliver coordinated planning without losing the client-first culture we value." Choreo serves more than 7,000 clients with approximately $27.2 billion in assets under management and advisement, as of December 2024. Allworth Financial acquires Grunden Financial Advisory. Allworth Financial L.P., a registered investment advisory, announced the acquisition of Grunden Financial Advisory Inc., a Denton, Texas-based wealth management firm overseeing $500 million in assets under management. The acquisition supports Allworth's expansion into Texas. With offices in Denton and Addison, Allworth continues to deepen its presence in North Texas as a strategic growth hub and part of a broader Texas expansion across key areas, including Houston. Founded 25 years ago, Grunden Financial Advisory delivers comprehensive, relationship-driven financial planning to multi-generational families throughout North Texas. The firm's six-person team, including Partner Advisers Ricky Grunden Sr., Dave Ragan and Susy Thomas, will continue in their existing roles and gain support from Allworth's operations, compliance and technology teams. Clients of Grunden Financial will gain access to Allworth's national platform, including enhanced financial planning resources, advanced tax and estate planning capabilities, and a broader suite of investment solutions. Headquartered in Folsom, California, Allworth Financial is a national, full-service RIA firm with approximately $34 billion in assets under management.

YHB | CPAs & Consultants
Mar 25th, 2025
YHB Joins Choreo Partner Alliance(TM) To Expand Wealth Offering for Clients

As part of this partnership, Randy Beeman, a wealth advisor affiliated with YHB, has joined Choreo, LLC as a Managing Director.

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