Gerald Luff is Chief Operating Officer / Partner and Chief Operating Officer of Baker Avenue Asset Management, is a control person of the firm and directly owns between 5% and 10% of it. Gerald Luff holds a BA in Finance from The University of Texas at Arlington and an MBA in Finance from Fordham University.
Baker Avenue Asset Management, LP is a San Francisco, CA firm with $5.09B under management, 1,024 clients and 29 advisers across 14 offices, as of its September 2026 filing.
Jerry Luff is Chief Operating Officer & Partner of BakerAvenue. He oversees the firm's strategic direction, including marketing, finance and human resources, and sits on the investment committee. Before joining BakerAvenue, he served as vice president in the Global Wealth Management group at Bank of America Investments, and he was also an institutional advisor at Bear Stearns and Morgan Stanley.
Gerald Luff’s longest registration is the current one, 20 years at Baker Avenue Asset Management since 2006. Before joining Baker Avenue Asset Management in 2006, Gerald Luff was registered through Banc of America Investment Services, Inc.
- Veridi Capital– · 2 yearsSan Francisco, CA · Adviser representative · Firm CRD 304374
- Banc of America Investment Services, Inc.– · 4 yearsNovato, CA · Adviser representative · Firm CRD 16361
Investment adviser representative registrations
Gerald Luff is registered as an investment adviser representative in California, since May 2006.
- CaliforniaSince 24 May 2006
Examinations
| Exam | Name | Passed |
|---|---|---|
| Series 65 | Uniform Investment Adviser Law Examination | 3 April 2002 |
| Series 63 | Uniform Securities Agent State Law Examination | 2 September 1992 |
| Series 7 | General Securities Representative Examination | 17 July 1992 |
- Name
- Uniform Investment Adviser Law Examination
- Name
- Uniform Securities Agent State Law Examination
- Name
- General Securities Representative Examination
- Full name
- Gerald Meredith Luff
- CRD
- 2228420
- Firm
- Baker Avenue Asset Management · CRD 132657
- Role
- Chief Operating Officer / Partner; Chief Operating Officer
- Office
- ONE EMBARCADERO CENTER, STE 2530, San Francisco, CA 94111
- Registration
- Investment adviser registration
- In the industry since
- April 2002
- Disciplinary history
- Not yet shown here · SEC record
- Firm bio
- bakerave.com
Where does Gerald Luff work?
Gerald Luff is Chief Operating Officer / Partner; Chief Operating Officer of Baker Avenue Asset Management, LP, and is a control person of the firm.
Is Gerald Luff a financial advisor?
Yes. Gerald Luff has a current investment-adviser registration in California, through Baker Avenue Asset Management since May 2006.
How many years of experience does Gerald Luff have?
Gerald Luff has 24 years in the financial industry, since April 2002, across 3 adviser firms.
What exams has Gerald Luff passed?
Gerald Luff has passed 3 licensing exams: the Series 7, Series 63 and Series 65. The earliest, the Series 7, was passed in July 1992.
Where did Gerald Luff work before Baker Avenue Asset Management?
Before Baker Avenue Asset Management, Gerald Luff was registered through Banc of America Investment Services, Inc., April 2002 to May 2006.
Where is Gerald Luff based?
Gerald Luff’s registered office is in San Francisco, CA.
Is Gerald Luff registered with FINRA?
No. Gerald Luff has no current broker registration.
How can I verify Gerald Luff’s record?
Search CRD 2228420 on the SEC’s adviser search (adviserinfo.sec.gov), which publishes Gerald Luff’s full registration record.
