Whiterock Financial, LLC

Overview

Whiterock Financial, LLC is a small independent registered investment adviser operating as an LLC and run by an individual owner. The firm’s investment footprint is equity-heavy: exchange-traded equities make up the primary allocation and are central to how portfolios are constructed. Whiterock acts as a capital allocator as well as a direct portfolio manager, blending in third-party managers when appropriate. Its service mix includes financial planning, portfolio management for individuals and small businesses, pension consulting services and the selection of other advisers. Fee arrangements are flexible and include percentage-of-AUM billing, hourly charges and fixed fees. The firm does not position itself as an active ESG investor. Whiterock serves both individual and family clients as well as institutional relationships, but it operates from a single-office base and is not registered as a multi-state adviser. Given its size and structure, the firm leans toward liquid equity exposures for core allocations and supplements those with manager-driven alternative strategies when client objectives require it.

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Public Holdings

Investments & Alternatives

Location & Offices