Choreo Commences Next Stage of Growth Strategy with Appointment of Jason Van de Loo as CEO

RIA Industry Leader with 20 Years of Experience Across Wealth Management and Technology Sectors to Accelerate Strategic Expansion

CHICAGO, July 1, 2025 /PRNewswire/ -- Choreo, LLC ("Choreo" or "the firm") announced today that it has hired Jason Van de Loo to serve as CEO. Formerly the Head of Wealth Management of Edelman Financial Engines, Van de Loo brings 20 years of experience in multiple leadership roles across the wealth management and technology sectors. 

A growing RIA firm, Choreo is focused on delivering a full-service wealth management experience to high-net-worth clients that connects sophisticated financial and tax planning. As CEO, Van de Loo will accelerate its strategic expansion and continue developing innovative new solutions for its nationwide client base.

Building on Strong Foundations to Drive Further Growth

"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," said Van de Loo. "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."

Van de Loo continued, "In partnership with Choreo's leadership team and experienced advisors, I'll leverage my experience to build on this strong foundation for future growth. Choreo will continue to position itself as the go-to destination for advisors who help clients effectively navigate this fast-evolving landscape."

Larry Miles will assume the newly created position of Executive Vice President of Strategic Partnerships. "It's been incredibly exciting to lead Choreo to this point," Miles said. "My new role will allow me to focus on further growing the Choreo Partner Alliance™, our flagship CPA partner program, 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."

Decades of Experience in Wealth Management and Technology Sectors

With 20 years of experience driving transformational change in high-growth enterprises, Van de Loo has held senior leadership positions with both private equity-backed and publicly traded firms. He has a proven record of driving growth, developing innovative client experiences and building high-performing teams.

Before joining Choreo, Van de Loo held several leadership roles over a ten-year period at Edelman Financial Engines. Most recently, he served as the firm's Executive Vice President, Head of Wealth Management and Chief Marketing Officer.

Under his leadership, the firm grew to more than $250 billion in assets under management (AUM) and was recognized as a leading independent Registered Investment Advisor (RIA) by key industry publications. His team built an established wealth firm at scale, including a differentiated, multi-channel organic growth platform, a stronger client value proposition, a nationwide advisor team and strategic M&A integrations.

Choreo became an independent firm in 2022 and serves over 7,000 clients with approximately $27.2 billion in assets under management and advisement (as of December 2024).

About Choreo, LLC
Choreo is an independent firm focused on redefining the RIA's place in the wealth advisory industry. Passionate about improving the well-being of clients, their families and their communities, Choreo operates out of 40-plus locations across the country. Choreo's experienced advisors define, design and build solutions for their clients' financial and related needs so they can focus on what matters most to them.

Originally launched over 20 years ago as a subsidiary of one of the largest CPA and professional services firms in the country, Choreo serves over 7,000 clients with approximately $27.2 billion in assets under management and advisement (as of December 2024). For more information, visit choreoadvisors.com.

Choreo, LLC is a limited liability company that provides investment advisory services, financial planning, and other wealth management services to individuals and businesses. Choreo, LLC is an SEC-registered investment adviser. Registration as an investment adviser does not imply any skillset of the wealth manager and/or its advisors.

The Choreo Partner Alliance Program™ is offered through Choreo Partner Alliance, LLC ("Choreo Partner Alliance"), a registered investment adviser with the U.S. Securities and Exchange Commission ("SEC"). Choreo Partner Alliance is an affiliate of Choreo, LLC, a registered investment adviser with the SEC. Registration as an investment adviser does not imply a certain level of skill or training of the adviser or its representatives.

Media inquiries
Joseph Kuo / Michael Dugan
Haven Tower Group
424 317 4851 or 424 317 4852
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SOURCE Choreo, LLC