Choreo, the registered investment advisor created in 2022 when private equity group Parthenon Capital lifted out the wealth management business of accounting firm RSM, has hired Jason Van de Loo, the former head of wealth management at Edelman Financial Engines, as CEO. He replaces Larry Miles, who will transition into the executive vice president of strategic partnerships role, a newly created position.
In 2022, Parthenon hired Miles as its chief executive when it bought RSM’s wealth management business and renamed it Choreo.
Van de Loo said Miles did a great job laying Choreo’s foundation, completing several acquisitions, adding CPA partnerships and reaching $27 billion in assets. But he will focus on taking the RIA into the next phase of growth.
“Choreo was at a natural inflection point,” he said. “There’s a great foundation in place. This isn’t a change in strategy or a change in focus. We just need to take that to the next level—to build a best-in-class wealth firm at scale and to accelerate our growth to help even more people.”
In his new role, Miles will focus on growing the Choreo Partner Alliance, the firm’s flagship CPA partner program. He will also help the firm find RIAs to acquire and assist Van de Loo with the transition.
This follows news earlier this year that Choreo brought on Roger Ochs, the former president and CEO of H.D. Vest Financial Services, as president.
Van de Loo departed Edelman Financial Engines in 2024 after about 10 years in various roles. Most recently, he was serving as head of the wealth management business and chief marketing officer.
“When I left the firm, after about 10 years, frankly, it was time to take a break. I took the chance to recharge a bit; I did some advisory, coaching, consulting work. And I had the opportunity to be really intentional about my next role,” he said. “This opportunity with Choreo really stood apart. There’s a differentiated value proposition here. There’s a really compelling growth platform. There are world-class people, and I feel like I’m joining the firm at a perfect inflection point.”
Van de Loo said he has three areas of focus at Choreo: accelerating growth, strengthening the client and advisor experience, and building out the leadership team.
“At my core, I am a growth leader,” he said. “A big part of the work that I’ve done is to drive growth through partnerships—through B2B2C partnerships, very analogous to what Choreo has in place with the Choreo Partner Alliance platform today.”
Over the last several years, Choreo has been building out its CPA partner program, the Choreo Partner Alliance, in part by buying RIA subsidiaries of CPA firms. That includes RSM, Cherry Bekaert Wealth Management, GreerWalker Wealth and the wealth management business of BDO USA.
Choreo partners with CPAs in four ways: sharing real estate, sharing revenue, providing education to the CPA firm’s employees and giving them an equity stake in the RIA.
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