Asset manager · Gainesville, GA
Willis Investment Counsel Inc
SEC-registered investment adviser · CRD 111042 · SEC 801-18528
At a glance
Willis Investment Counsel Inc is an SEC-registered investment adviser based in Gainesville, Georgia, with $4.2 billion in regulatory assets under management as of its Form ADV filed April 30, 2026. Its largest client group by assets is corporations or other businesses, and it reports 178 individual clients. By Form ADV it is a asset manager, ranked 754th of 3,218 asset managers and 2,339th of 17,210 SEC-registered advisers by assets.
Main office 770-718-0706wicinvest.comAs filed on Form ADV
- Regulatory AUM
- $4.2B
- Rank among asset managers
- #754 of 3,218
- Rank among all SEC RIAs
- #2,339 of 17,210
- Rank in Georgia
- #38 of 331
- Individual clients
- 178
- High-net-worth clients
- 129
- Accounts
- 568
- Discretionary
- 100% of AUM
- Employees
- 13
- Advisory staff
- 8
- Offices
- 1
Owners and executives on its Form ADV
- Natalie R. ChallenPrincipal, and Director of Relationship Management
- Robert T. WillisPrincipal, CEO and CIO
- James J. KilroyPrincipal, and President
- Kelli M WrightPrincipal, VP of Operations and Trading and Chief Compliance Officer
- John M. LewisPrincipal, and Portfolio Manager
- Tracey A. PattonPrincipal, and Senior Analyst
- Richard K. WhiteheadPrincipal and Chief Financial Officer
Custody and brokerage
Who it serves
| Client type | Clients | Regulatory AUM | Share |
|---|---|---|---|
| Corporations or other businesses | 23 | $1.8B | 43% |
| Pension and profit sharing plans | 19 | $1.5B | 35% |
| High-net-worth individuals | 129 | $498M | 12% |
| Pooled investment vehicles | 3 | $203M | 5% |
| Insurance companies | 2 | $124M | 3% |
| Charitable organizations | 16 | $108M | 3% |
| Individuals | 49 | $17M | <1% |
Private funds
Willis Investment Counsel Inc reports 3 private funds with $205M in gross assets: other private funds (Form ADV Item 7.B).
Disciplinary disclosures
Willis Investment Counsel Inc 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 pooled investment vehicles
- Portfolio management for businesses and institutions
- Pension consulting
- Selecting other advisers
- Periodicals or newsletters
- Educational seminars and workshops
How it’s paid
- A percentage of assets under management
- Fixed fees
- Other
Form ADV and brochures on the SEC’s adviser search ↗wicinvest.com ↗
AtlasMembers
The full record on Willis Investment Counsel Inc
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 741 peers of its type and size
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- Owners and executives, with titles and stakes
- 7 namedLocked
- Main office, fax and compliance officer
- Locked
- Filing changes this year, with alerts
- 2Locked
Free while Atlas launches: create a free account and confirm your email. Every figure comes from SEC filings.
Background
Questions
How much does Willis Investment Counsel Inc manage?
Willis Investment Counsel Inc reports $4.2 billion in regulatory assets under management across 568 accounts, 100% of it on a discretionary basis, on its Form ADV filed April 30, 2026.
What kind of firm is Willis Investment Counsel Inc?
Willis Investment Counsel Inc is a asset manager by its Form ADV answers. Most of its assets are managed for funds, institutions or other businesses rather than individuals.
Who are Willis Investment Counsel Inc’s clients?
By assets, its largest client types are corporations or other businesses ($1.8 billion, 23 clients); pension and profit sharing plans ($1.5 billion, 19 clients); high-net-worth individuals ($498 million, 129 clients).
Does Willis Investment Counsel Inc manage private funds?
Yes. It reports 3 private funds with $205 million in gross assets, including other private funds.
Does Willis Investment Counsel Inc have any disciplinary history?
Willis Investment Counsel Inc reports no disciplinary disclosures in Item 11 of its Form ADV. Check the SEC’s adviser search for the latest record.
Where these numbers come from
Every figure is Willis Investment Counsel Inc’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 (2026-04-30), 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). Ranks compare it by regulatory assets with every SEC-registered adviser and with firms of its type. 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 →