Choreo, LLC
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
FINTRXOverview
Choreo, LLC is an independent SEC-registered investment adviser organized as an LLC and operating since 2011. The firm serves both individual and institutional clients and functions as a capital allocator, sourcing and placing capital across internal and third-party strategies. Its advisory services span financial planning, discretionary and non-discretionary portfolio management for individuals, small businesses and institutions, pension consulting and the selection of other advisers. Choreo also maintains a relationship as a registered representative of a broker-dealer and lists industry affiliations that include acting as sponsor or managing member of pooled investment vehicles. Choreo charges clients using a mix of percentage-of-AUM fees, hourly billing and fixed fees. The firm does not position itself as an active ESG investor. Public recognition appears repeatedly in trade outlets: it has been named in Barron’s Top 100 RIA Firms across multiple years (including 2021–2025), appeared on Forbes’ lists in 2023 and 2024, and was noted by FA Magazine and Citywire in earlier years.
Assets & Accounts
Public Holdings
Investments & Alternatives
Location & Offices
Investment profile
FINTRXTraditional investments used
Alternative investments used
Active ESG investor
Technology & operations
FINTRXCRM & tech providers
TAMPs used
Clients
FINTRXClient 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
Contacts
3 of 139
Matthew Casatico
Senior Associate, Wealth ManagementCRD 7237030
Alexander Draves
Senior Associate, Wealth ManagementCRD 7186372
Trevor Emery
Senior Director, Wealth ManagementCRD 2578153
Wealth teams
FINTRXNewly hired reps
FINTRXRecent M&A activity
FINTRXRecent filings
FINTRXAwards
FINTRXETF holdings
1 of 470Active vs passive
$5.2B in ETFs
91%
$4.8B
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% |
Location
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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