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 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
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 8MATTHEW GOTLIN
Chief Investment Officer & Managing DirectorCRD 2498059
MOLLY MCMILLIN
Chief Financial OfficerCRD 5143419
Erik Merkau
Chief Wealth Advisory OfficerCRD 2176820
Contacts
3 of 136Matthew 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 469Active 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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