Choreo taps ex-Edelman exec Jason Van de Loo as CEO

Choreo has appointed Jason Van de Loo as its new chief executive officer, marking a leadership shift that the Chicago-based RIA says will help scale its tax-centric wealth offering for high-net-worth clients.

Van de Loo, who most recently led the wealth management business at Edelman Financial Engines, steps into the CEO role as Choreo looks to expand both organically and through partnerships. He brings two decades of experience in the wealth and technology sectors, including senior roles at both private equity–backed and publicly traded firms.

“High-net-worth clients, including senior executives and owners of closely held businesses, increasingly have opportunities and challenges at the intersection of wealth management and financial and tax planning,” Van de Loo said in a statement Tuesday. “Choreo has positioned itself at this intersection, and I’m excited to join the firm as it’s preparing to take this offering to the next level.”

The firm, which became independent in 2022, manages and advises on roughly $27.2 billion in client assets and works with more than 7,000 households nationwide. Its business model combines wealth and tax planning, a strategy it has used to differentiate itself in the RIA market.

In conjunction with Van de Loo’s appointment, former CEO Larry Miles will take on a newly created position as executive vice president of strategic partnerships. He will focus on expanding the firm’s CPA partner program, Choreo Partner Alliance, and continue to support advisor recruiting and business development.

“My new role will allow me to focus on further growing the Choreo Partner Alliance and also work closely with Jason to add firms and advisors focused on delivering sophisticated tax-centric wealth management and financial planning solutions to clients across the country,” Miles said.

During his tenure at Edelman Financial Engines, Van de Loo served as executive vice president, head of wealth management and chief marketing officer. The firm more than doubled in size under his leadership, surpassing $250 billion in assets. His team led the buildout of an advisor platform and supported M&A integrations while strengthening the client offering.

In February, Choreo announced Roger Ochs, former CEO of HD Vest Financial Services, as its interim president. That same month, the firm selected Shelley Smith as its chief human resources officer, a newly created role.

Van de Loo's shift to Choreo comes shortly after another change at the top at EFE, which saw Capital Group veteran Ralph Haberli stepping in as its next president effective July 2. Shortly after, the firm also welcomed Michael Liersch, an experienced leader with stripes from Wells Fargo, as its new chief planning officer.