Shortly after hiring former Edelman leader Jason Van de Loo as its new chief executive, Choreo has expanded its C-suite yet again with another Edelman alum.
On Thursday, Choreo announced the appointment of Keith Kotfica as its new chief growth officer, marking the first leadership appointment under recently installed CEO Van de Loo.
Kotfica, a 30-year veteran of the financial services industry, will focus on expanding the Choreo Partner Alliance, the firm’s affiliated referral program for CPAs.
Kotfica joins Choreo after serving as senior vice president and head of employee planning at Edelman Financial Engines. His career also includes senior leadership roles at HealthEquity, Xerox HR & Outsourcing Solutions, and CitiStreet.
In his new position, Kotfica will work alongside Larry Miles – who was appointed as executive vice president of strategic partnerships alongside Van De Loo's hiring – to drive the growth of the Choreo Partner Alliance and deepen relationships with CPA partners.
“Adding someone of Keith’s caliber to the team signals just how important the Choreo Partner Alliance is to our long-term vision,” Van de Loo said in a statement Thursday morning.
Van de Loo, who stepped into the CEO role earlier this month, underscored Kotfica's "experience developing and cultivating business partnerships, along with his leadership background in planning-centric firms.”
The Choreo Partner Alliance provides CPA firms with access to Choreo’s platform, which includes tax-efficient estate planning, business exit strategies, investment management, marketing resources, and technology. With the program’s evolution, Choreo aims to foster deeper engagement and growth among its CPA partners.
Kotfica expressed enthusiasm about his new role at Choreo, lauding its "client-centric approach to wealth management and commitment to CPA collaboration."
"I look forward to working closely with Jason, and the broader Choreo team to build closer connections with existing partners and to strengthen the opportunity to bring our value proposition to more firms through a targeted, relationship-driven approach,” he said.
Choreo became an independent RIA in 2022 and currently serves more than 7,000 clients, overseeing approximately $27.2 billion in assets under management and advisement as of December 2024. The firm operates from over 40 locations nationwide.
Earlier this year, the Chicago-headquartered RIA announced another key C-suite hire when it named Shelley Grant Smith to the newly-created role of Chief Human Resources Officer in February.
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