Office address: 330 N. Wabash Ave., Suite 3200, Chicago, IL 60611
Website: choreoadvisors.com
Year established: 1999 (independent 2022)
Company type: financial services
Employees: 200+
Expertise: estate planning, philanthropy, public and private investment, CPA alliance services, tax planning and services, dynastic wealth management, business and transaction planning, wealth transfer planning, financial planning
Parent company: N/A
Key people: Jason Van de Loo (CEO), Matthew Gotlin (chief investment officer), Molly McMillin (CFO), Shelley Smith (CHRO), Keith Kotfica (chief growth officer), Erik Merkau (chief wealth officer), Michael Rittershaus (chief service officer)
Financing status: private equity-backed
Choreo, LLC is a Chicago-based wealth management firm with over 200 employees. The company provides integrated tax and wealth advisory services to entrepreneurs, families, and professionals. It operates through 40-plus locations nationwide with a focus on CPA partnerships.
Choreo originally started in 1999 as part of a major CPA firm's operations. The company spent over two decades building its wealth management practice within that structure.
In 2022, the management team partnered with Parthenon Capital to buy the business. It became independent and rebranded from RSM US Wealth Management to Choreo.
The newly independent firm moved quickly to upgrade its digital capabilities in 2022. It teamed up with marketing platform FMG to create Canvas for communications.
The company also partnered with Pontera, a financial technology firm, to help advisors manage retirement accounts. These partnerships gave advisors tools to serve clients across multiple platforms and account types.
The firm acquired the BDO USA wealth management business in October 2023 for its fourth deal. The acquisition brought seven new offices and expanded its reach to 40-plus markets.
In 2024, the company also launched Choreo Tax Advantage for daily tax impact assessments on portfolios. The firm grew to more than $27 billion in assets by mid-2025.
Choreo saw one of its leaders gain national recognition in October 2025. InvestmentNews named Krista Baumgardner, a wealth director, to its Best Wealth Managers Under 40 list. The Rising Stars award honors exceptional advisors under 40 in the wealth management industry.
The firm continued its growth momentum into 2026 with another strategic acquisition announcement. It agreed to buy Northeast Financial Group and Herbein Financial Group in Pennsylvania. The two firms brought $1.3 billion in combined assets and six advisors.
The company delivers wealth management services with integrated tax planning through its CPA alliance model:
Choreo operates through its alliance model to deliver integrated advice alongside CPAs nationwide. The firm combines technology tools with personalized guidance for business owners and families.
Choreo describes its culture as team-focused with members collaborating on shared objectives. The firm states that it values transparency and trust through open communication practices. The company also outlines other guiding principles:
The firm offers benefits across several categories:
Choreo also says staff contribute to the firm and community from day one. The company reports that its environment helps team members grow professionally and reach their potential.
Jason Van de Loo serves as CEO with 20 years of wealth management experience. Van de Loo previously worked as EVP at Edelman Financial Engines. He holds an MBA and business degree from the University of Minnesota Carlson School.
Van de Loo works with an executive team leading Choreo's operations and growth strategy:
The leadership team brings several years of combined tax and wealth management experience. Together, they guide Choreo's partnerships with CPAs, attorneys, and family offices for integrated advice.
Choreo faced a legal setback in January 2026 when a federal appeals court denied its request. The firm had sought to stop 12 former Des Moines advisors from serving clients at Compound Planning, a competing RIA. The departures resulted in over 100 clients and $400 million in assets moving to the competitor.
The Eighth Circuit ruled that Choreo's losses were calculable money damages, not irreparable harm requiring emergency relief. The firm can still pursue breach of contract claims and seek damages at trial. The decision may influence how the company approaches advisor retention and employment agreements moving forward.
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