CHOREO, LLC

RIASEC RegisteredEst. 2011

Total AUM

$19.1B

Discretionary

$17.1B

89% of AUM

Avg account

$766K

Accounts

24,999

Employees

232

Advisory reps

144

Firm details

Headquarters: ROCKFORD, Illinois
CRD number: 111221
Registered since: November 16, 2011
Website: choreoadvisors.com
Custodians: CHARLES SCHWAB & CO., INC., NATIONAL FINANCIAL SERVICES LLC
Fee structure: Percentage of AUM, Hourly Charges, Fixed Fees
Client types: HNWI87.44%
Individuals5.45%
Pension & Profit Sharing Plans3.08%
Charitable Organizations3.01%
Corporations / Businesses1.02%
Services: Financial PlanningPortfolio Management for IndividualsPortfolio Management for Institutional ClientsPension ConsultingSelection of Other Advisers

Firm profile

FINTRX

Overview

Choreo, LLC is an independent registered investment adviser and capital allocator that serves both individual/family and institutional clients. The firm provides financial planning and portfolio management for individuals, small businesses and institutions, and it also offers pension consulting and selection-of-other-adviser services. Choreo operates as a registered representative of a broker-dealer and uses a mix of fee arrangements (percentage of AUM, hourly fees and fixed fees). Choreo does not self-identify as an active ESG investor. The firm has been recognized in industry rankings several times, including repeated appearances on Barron’s Top 100 RIA lists (2021–2025), Forbes’ lists of top RIA firms (2023–2024), and other trade outlets such as FA Magazine (2020) and Citywire (2022).

Assets & Accounts

Public Holdings

Investments & Alternatives

Location & Offices

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Investment profile

Traditional investments used

Alternative investments used

Active ESG investor

Technology & operations

CRM & tech providers

TAMPs used

Clients

Client base

Client personas

Asset composition

Public Funds/Mutual Funds58%
Exchange Traded Equities21%
State & Local Bonds7%
Cash & Cash Equivalents7%
US Government Bonds4%

Owners & executives

3 of 8

MATTHEW GOTLIN
Chief Investment Officer & Managing DirectorCRD 2498059
MOLLY MCMILLIN
Chief Financial OfficerCRD 5143419
Erik Merkau
Chief Wealth Advisory OfficerCRD 2176820

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Contacts

3 of 136

Matthew Casatico
Senior Associate, Wealth ManagementCRD 7237030
ALEXANDER DRAVES
Senior Associate, Wealth ManagementCRD 7186372
TREVOR EMERY
Senior Director, Wealth ManagementCRD 2578153

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Wealth teams

Newly hired reps

Recent M&A activity

Recent filings

Awards

ETF holdings

1 of 469

Active vs passive

$5.2B in ETFs

Passive

91%

$4.8B

Active

8%

$461M

ETF	Provider	Style	Category	Value	Shares	% of portfolio
VANGUARD GROWTH INDEX FUND (VUG)	Vanguard	Passive	Large Growth	$454M	1,040,017	8.67%

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Primary office

ROCKFORD, IL

WINNEBAGO

Location

ROCKFORD, IL

Headquartered in ROCKFORD, IL, anchoring the Rockford-Freeport-Rochelle, IL metro in the Midwest.

Metro area: Rockford-Freeport-Rochelle, IL
Region: Midwest
County: WINNEBAGO
Address: 6735 Vistagreen Way
Time zone: CT (UTC-6)
Office locations

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