Wealth manager, independent · Rockford, IL
Choreo, LLC
SEC-registered investment adviser · CRD 111221 · SEC 801-57236
At a glance
Choreo, LLC is an SEC-registered investment adviser based in Rockford, Illinois, with $19B in regulatory assets under management as of its Form ADV filed September 30, 2026. It reports 6,794 individual clients, 4,392 of them high-net-worth, holding an average of about $2.6 million each, and 232 employees. That ranks it 50th among the nation’s 5,657 independent wealth management RIAs and 5th of 226 in Illinois. It reports 2 custodians for its clients’ separately managed accounts: Charles Schwab and Fidelity.
Main office 888-312-2467choreoadvisors.comLinkedInAs filed on Form ADV
- Regulatory AUM
- $19B
- Rank among independent wealth managers
- #50 of 5,657
- Rank among all SEC RIAs
- #891 of 17,210
- Rank in Illinois
- #5 of 226
- Individual clients
- 6,794
- High-net-worth clients
- 4,392
- Accounts
- 24,999
- Discretionary
- 89% of AUM
- Employees
- 232
- Advisory staff
- 97
- Offices
- 34
Owners and executives on its Form ADV
- Lisa M. TamburiniGeneral Counsel and Chief Compliance Officer
- Lawrence K. MilesExecutive Vice President, Corporate Development
- Matthew A. GotlinChief Investment Officer
- Molly F. McMillinChief Financial Officer
- Jason D. Van De LooChief Executive Officer
- Michael D. RittershausChief Service Officer
- Keith S. KotficaChief Growth Officer
- Raymond M. MorrillChief Wealth Officer
- Kelly S. O'DonnellChief People and Transformation Officer
Custody and brokerage
Broker-dealer
Hybrid RIA
Choreo, LLC is a hybrid RIA: 4 of its employees are also registered representatives of a broker-dealer.
Its Form ADV brochure (filed March 2026) names Purshe Kaplan Sterling Investments as the broker-dealer its advisers are registered with.
BROKERAGE PRODUCTS Certain Choreo advisors who maintain brokerage licenses and are dually registered with Purshe Kaplan Sterling Investments (“PKS”) previously recommend ed variable annuities , 529s and other brokerage products to clients.
Who it serves
| Client type | Clients | Regulatory AUM | Share |
|---|---|---|---|
| High-net-worth individuals | 4,392 | $17B | 87% |
| Individuals | 2,402 | $1.0B | 5% |
| Pension and profit sharing plans | 18 | $589M | 3% |
| Charitable organizations | 36 | $576M | 3% |
| Corporations or other businesses | 43 | $195M | 1% |
Disciplinary disclosures
Choreo, LLC reports no disciplinary disclosures in Item 11 of Form ADV. Read the details on the SEC’s adviser search ↗
Services
- Financial planning
- Portfolio management for individuals and small businesses
- Portfolio management for businesses and institutions
- Pension consulting
- Selecting other advisers
- Other services
How it’s paid
- A percentage of assets under management
- Hourly charges
- Fixed fees
Form ADV and brochures on the SEC’s adviser search ↗choreoadvisors.com ↗
People at Choreo, LLC in our coverage
All people →- Gabriel Rodriguez, chief technology officer
AtlasMembers
The full record on Choreo, LLC
Ten years of SEC filings, its owners and contacts, and how it stacks up against its peers. Atlas members see all of it.
- Assets, accounts, clients and staff, ten years of filings
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- Growth over one, three and five years
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- Rank against 228 peers of its type and size
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- Owners and executives, with titles and stakes
- 9 namedLocked
- Main office, fax and compliance officer
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- Filing changes this year, with alerts
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Free while Atlas launches: create a free account and confirm your email. Every figure comes from SEC filings.
Similar-size RIAs in Illinois
All of Illinois →| Firm | Regulatory AUM | Clients |
|---|---|---|
| Cresset Asset Management, LLCChicago | $79B | 4,746 |
| CIBC Private Wealth Advisors, Inc.Chicago | $68B | 8,083 |
| Savant Wealth ManagementRockford | $56B | 23,288 |
| The Mather Group, LLCChicago | $13B | 4,773 |
| Curi Capital, LLCChicago | $12B | 2,865 |
| BMO Family Office, LLCChicago | $10.0B | 70 |
Compare Choreo, LLC with
- Choreo, LLC vs Summit Trail Advisors, LLC $20B · New York, NY
- Choreo, LLC vs RWA Wealth Partners $20B · Boston, MA
- Choreo, LLC vs Brighton Jones LLC $19B · Seattle, WA
- Choreo, LLC vs Comprehensive Financial Management LLC $19B · LOS Gatos, CA
- Choreo, LLC vs The Mather Group, LLC $13B · Chicago, IL
Background
Questions
How much does Choreo, LLC manage?
Choreo, LLC reports $19B in regulatory assets under management across 24,999 accounts, 89% of it on a discretionary basis, on its Form ADV filed September 30, 2026.
How many clients does Choreo, LLC have?
It reports 6,794 individual clients: 4,392 high-net-worth individuals and 2,402 other individuals. Individuals account for about 93% of its regulatory assets.
Where is Choreo, LLC headquartered?
Its main office is in Rockford, Illinois. It reports 34 offices in total and 232 employees, 97 of whom perform investment advisory functions.
How does Choreo, LLC charge clients?
On Form ADV it lists these forms of compensation: a percentage of assets under management; hourly charges; fixed fees. Fees and minimums are set out in its Form ADV Part 2A brochure, available on the SEC’s adviser search.
What custodian does Choreo, LLC use?
It reports 2 custodians for its clients’ separately managed accounts: Charles Schwab and Fidelity. On Schedule D of its Form ADV filed September 30, 2026, it reports these amounts held: Charles Schwab ($15B); Fidelity ($2.3B). Form ADV lists only custodians holding 10% or more of separately managed account assets.
Is Choreo, LLC a hybrid RIA with a broker-dealer?
Choreo, LLC is a hybrid RIA: 4 of its employees are also registered representatives of a broker-dealer. Those representatives can also earn commissions on brokerage business through the broker-dealer, where different rules apply than for advisory accounts.
Is Choreo, LLC a fiduciary?
As an SEC-registered investment adviser, Choreo, LLC owes its advisory clients a fiduciary duty under the Investment Advisers Act of 1940, which includes duties of care and loyalty. 4 of its employees are also registered representatives of a broker-dealer, where different rules apply to brokerage recommendations.
Where these numbers come from
Every figure is Choreo, LLC’s own answer on its latest Form ADV, from the SEC’s registered-adviser list as of October 1, 2026: regulatory assets and accounts (Item 5.F), clients by type (5.D), employees (5.A and 5.B), compensation (5.E) and services (5.G). Custodians come from Schedule D 5.K(3) of its latest filing (2026-09-30), which lists those holding 10% or more of separately managed account assets and the amount at each. “Hybrid” means some employees are also registered representatives of a broker-dealer (Item 5.B(2)); affiliated broker-dealers are the related persons it lists in Item 7.A and Schedule D. Firm type comes from its own answers: broker-dealer firms are registered broker-dealers themselves (Item 6.A); private fund advisers manage mostly private funds (Item 7.B, 5.D); wealth managers manage at least half their assets for individuals (5.D). Its national rank compares it with every US-based independent wealth management RIA, the same field as The Largest RIAs. Figures are as of the firm’s last annual update, so they can lag recent deals and market moves. Regulatory AUM counts assets the firm continuously supervises and can differ from what a firm markets.
Not an endorsement or a recommendation. Before hiring any adviser, read its Form ADV Part 2A brochure and check its record on the SEC’s adviser search. How to check a financial advisor →