Clients
Choreo serves 6,891 clients, 4,392 of them high-net-worth individuals. The average client has about $2.8 million with the firm, and high-net-worth clients hold 87% of its $19.1 billion in assets.
- Individuals2,402 clients5%
- High-net-worth individuals4,392 clients87%
- Pension and profit-sharing plans18 clients3%
- Charitable organizations36 clients3%
- Corporations and other businesses43 clients1%
Show client breakdownHide client breakdown
| Client type | Clients | Regulatory AUM | Share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 2,402 | $1,043,239,395 | 5.5% | $434K |
| High-net-worth individuals | 4,392 | $16,735,360,694 | 87.4% | $3.81M |
| Pension and profit-sharing plans | 18 | $588,583,853 | 3.1% | $32.7M |
| Charitable organizations | 36 | $576,143,082 | 3.0% | $16.0M |
| Corporations and other businesses | 43 | $195,419,500 | 1.0% | $4.54M |
| Total | 6,891 | $19,138,746,524 | 100% | $2.78M |
- Clients
- 2,402
- Regulatory AUM
- $1,043,239,395
- Share
- 5.5%
- Avg. per client
- $434K
- Clients
- 4,392
- Regulatory AUM
- $16,735,360,694
- Share
- 87.4%
- Avg. per client
- $3.81M
- Clients
- 18
- Regulatory AUM
- $588,583,853
- Share
- 3.1%
- Avg. per client
- $32.7M
- Clients
- 36
- Regulatory AUM
- $576,143,082
- Share
- 3.0%
- Avg. per client
- $16.0M
- Clients
- 43
- Regulatory AUM
- $195,419,500
- Share
- 1.0%
- Avg. per client
- $4.54M
Total
- Clients
- 6,891
- Regulatory AUM
- $19,138,746,524
- Share
- 100%
- Avg. per client
- $2.78M
What it does
Choreo provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, pension consulting, selecting other managers and other activities. It is paid through a percentage of assets, hourly charges and fixed fees.
Choreo provided financial planning to 51–100 clients last fiscal year and advises no private funds.
89.1% of assets ($17.05B across 24,302 accounts) are managed with discretion; $2.09B across 697 accounts are not. 0% of clients are outside the U.S., and 244 clients received advice without assets under management last fiscal year.
What the accounts hold
- Stocks21%
- Funds58%
- Bonds12%
- State and local bonds7%
- U.S. government and agency bonds4%
- Investment grade corporate bonds1%
- Cash7%
- Other2%
- Derivatives1%
- Private assets and other held away assets1%
Custodians
Choreo’s client accounts are held mainly at Charles Schwab, with 76% of managed assets, and Fidelity, with 12%. Choreo has custody of $7.90B for 4,091 clients.
- Charles SchwabCharles Schwab & Co., Inc. · West Lake, TX · $14.64B76%
- FidelityNational Financial Services LLC · Boston, MA · $2.34B12%
- All other custodians$2.16B11%
Ownership and leadership
Compass Parent, L.P. owns 75% or more of Choreo, and Jason Van De Loo is its CEO.
- Owns 75% or more of Choreo, LLC
Compass Parent, L.P.
Control person · since February 2022
- Owns 25% to 50% of Compass Parent, L.P.
Parthenon Investors VI, L.P.
Control person · since February 2022
PCP Partners VI, L.P.
General partner · Control person · since February 2022
- Owns 25% to 50% of Compass Parent, L.P.
Parthenon Investors VI Parallel, L.P.
Control person · since February 2022
PCP VI GP Holdings, LLC
General partner · Control person · since February 2022
- Owns 5% to 10% of Choreo, LLC
Lawrence Miles
Control person · since July 2025
- Owns 5% to 10% of Choreo, LLC
Jason Van De Loo
Control person · since July 2025
Leadership
- Jason Van De LooChief Executive Officer
- Lawrence MilesExecutive Vice President, Corporate Development
- Molly McMillinChief Financial Officer
- Lisa TamburiniGeneral Counsel and Chief Compliance Officer
- Matthew GotlinChief Investment Officer
- Keith KotficaChief Growth Officer
- Raymond MorrillChief Wealth Officer
- Kelly O'DonnellChief People and Transformation Officer
- Michael RittershausChief Service Officer
Staff
- 232 employees
- 97 in advisory functions
- 4 broker-dealer reps
- 14 insurance agents
- 2 soliciting firms
Reported holdings
Choreo’s reported 13F holdings total $9.11B across 1,690 positions, and the ten largest make up 30.7% of it.
- $9.11B
- Reported 13F value
- 1,690
- Positions
- 30.7%
- In the 10 largest
- +11.9%
- Value vs. prior quarter
- Vanguard Index Fds · Growth ETF5.9%
- Vanguard Index Fds · Value ETF5.3%
- iShares TR · Rus 1000 Grw ETF3.5%
- Apple Inc.2.9%
- iShares TR · Core MSCI Eafe2.4%
- Vanguard Index Fds · S&P 500 ETF Shs2.2%
- Vanguard Index Fds · SM CP Val ETF2.2%
- Vanguard Index Fds · Sml CP Grw ETF2.1%
- Vanguard BD Index Fds · Total Bnd Mrkt2.1%
- Nvidia Corporation2.1%
Together, the ten largest are 30.7% of reported value.
A 13F covers only exchange-traded long positions the firm holds with discretion, so this $9.11B is not its $19.14B in regulatory assets and does not represent any individual client's portfolio.
Fees
Choreo is paid through a percentage of assets under management, hourly charges and fixed fees (other than subscription fees).
Choreo’s fee rates are not included in this profile. Find its brochure on the SEC’s site.
Offices and registrations
Besides its headquarters, Choreo has 33 offices, with 26 listed addresses across 17 states.
California · 4 listed addresses
- 11 5th Street, Petaluma
- 117 West Lake Street, Mount Shasta
- 89 Davis Road, Orinda
- 600 Anton BLVD., Costa Mesa
Illinois · 4 listed addresses
- 6735 Vistagreen Way, Suite 110, RockfordHQ
- 10 N. Martingale Road, Schaumburg
- 330 N. Wabash Avenue, Chicago
- 6001 Knoxville Avenue, Peoria
Iowa · 2 listed addresses
- 329 12th Avenue Se, Cedar Rapids
- 400 Locust Street, Des Moines
Maryland · 2 listed addresses
- 10960 Grantchester Way, Columbia
- 12505 Park Potomac Avenue, Potomac
Minnesota · 2 listed addresses
- 310 Broadway Avenue S, Rochester
- 800 Nicollet Mall, Minneapolis
Colorado · 1 listed address
- 304 E. 17th Avenue, Denver
Georgia · 1 listed address
- 1029 Greene Street, Augusta
Indiana · 1 listed address
- 4100 Edison Lakes Parkway, Mishawaka
Missouri · 1 listed address
- 8001 Forsyth BLVD., ST. Louis
Nevada · 1 listed address
- 5470 Kietzke Lane, Reno
New York · 1 listed address
- 100 Park Avenue, New York
North Carolina · 1 listed address
- 227 W. Trade Street, Charlotte
Pennsylvania · 1 listed address
- 1055 Westlakes Drive, Berwyn
South Dakota · 1 listed address
- 2101 W. 41st Street, Sioux Falls
Virginia · 1 listed address
- 222 Central Park Avenue, Virginia Beach
Washington · 1 listed address
- 601 Union Street, Seattle
Wisconsin · 1 listed address
- One Erdman Place, Madison
Registration details
- Legal name
- Choreo, LLC
- Headquarters
- 6735 Vistagreen Way, Suite 110, Rockford, IL 61107
- Phone
- 888-312-2467
- Website
- choreoadvisors.com
- SEC file
- 801-57236
- Structure
- Delaware LLC
- Fiscal year end
- December
This directory does not report disciplinary history, for any firm or individual, in either direction. The SEC publishes the complete record, including any disciplinary events, and it is the authoritative place to check one. See this firm's record on adviserinfo.sec.gov
Common questions
How many clients does Choreo have?
Choreo has 6,891 clients and manages $19.1 billion for them, as of September 2026. They include 4,392 high-net-worth individuals, 2,402 other individuals and 43 corporations and other businesses.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 30 September 2026
What services does Choreo offer?
Choreo provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, pension consulting, selecting other managers and other activities.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
Which custodians does Choreo use?
Choreo’s separately managed account assets are held at Charles Schwab & Co., Inc. (West Lake, TX), with $14,640,394,014 and National Financial Services LLC (Boston, MA), with $2,337,038,200. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 30 September 2026
How many financial advisors does Choreo have?
Choreo has 0 investment adviser representatives registered with state securities authorities, out of 232 employees, and 97 perform investment advisory functions. 4 are registered representatives of a broker-dealer and 14 are licensed insurance agents.
Source: Form ADV Part 1A, Items 5.A and 5.B, from the SEC's 2 October 2026 data file
What does Choreo invest in?
At the end of its last fiscal year, Choreo’s separately managed accounts held 58% registered funds (mutual funds, ETFs, BDCs), 21% exchange-traded equities, 7% state and local bonds, 7% cash and equivalents, 4% U.S. government and agency bonds, 1% investment grade corporate bonds, 1% derivatives and 1% private assets and other held away assets. It advises no private funds of its own.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Choreo?
Choreo is owned through a holding company by Parthenon Investors VI Parallel, L.P. Its direct owners are Lawrence Miles (5% to 10%), Compass Parent, L.P. (75% or more) and Jason Van De Loo (5% to 10%).
Source: Form ADV Part 1A, Schedules A and B, filed 30 September 2026
How does Choreo get paid?
Choreo is paid through a percentage of assets under management, hourly charges and fixed fees. Its Form ADV lists no commissions or performance-based fees among how it is paid.
Source: Form ADV Part 1A, Item 5.E, from the SEC's 2 October 2026 data file