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 formed in 2011 that serves both individuals/families and institutional clients. The firm operates as a capital allocator and also maintains affiliation as a registered representative of a broker-dealer. Its advisory offering spans financial planning, portfolio management for individuals and small businesses as well as for institutions, pension consulting and selection of other advisers. Fee arrangements include percentage-of-AUM billing alongside hourly and fixed-fee engagements. Choreo does not identify as an active ESG investor. The firm has received several industry recognitions, including repeated appearances on Barron’s Top 100 RIA lists (2021–2025), acknowledgements from Forbes (America’s Top RIA Firms and Top RIA Firms in 2023–2024), and citations from FA Magazine and Citywire.
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 140
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 495Active vs passive
$5.9B in ETFs
91%
$5.3B
9%
$555M
| ETF | Provider | Style | Category | Value | Shares | % of portfolio |
|---|---|---|---|---|---|---|
| VANGUARD GROWTH INDEX FUND (VUG) | Vanguard | Passive | Large Growth | $538M | 6,247,469 | 9.12% |
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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