Ep 419: Attracting Clients Who Want To Align Their Investments With Their Values With A Sustainable Investing Approach with Peter Krull

Financial Advisor Success

Michael Kitces

News, Business, Entrepreneurship, Business News

4.8 • 696 Ratings

🗓️ 7 January 2025

⏱️ 90 minutes

🔗️ Recording | iTunes | RSS

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Summary

Peter Krull is the Director of Sustainable Investing of Earth Equity Advisors, an RIA based out of North Carolina that oversees approximately $200 million in assets under management for 250 client households. What sets Pete apart is his ability to grow his firm by helping clients align their portfolios with their personal values, turning investments into a reflection of the businesses they want to support. He achieves this while maintaining well-diversified, market-aligned portfolios that are prudently allocated to sound businesses.

Listen in as Pete shares how his sustainable investing approach focuses on identifying sectors and companies poised for future success, differentiating it from socially responsible and ESG investing by taking a bottom-up, forward-looking perspective. He explains how he uses a combination of industry insights, quantitative metrics, and third-party evaluations to construct client portfolios with a mix of equities and fixed-income investments that align with sustainability criteria while meeting clients' risk tolerances. Pete also discusses how serving a well-defined niche has expanded his business opportunities, enabling him to attract clients who want their investments to support the future they envision, and how merging with a larger firm has allowed him to scale his offerings and reach even more like-minded investors.

For show notes and more visit: https://www.kitces.com/419

Transcript

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0:00.0	Welcome to the Financial Advisor Success Podcast, where you go behind the scenes with
0:07.1	financial planner, speaker, and consultant Michael Kitsis to hear stories of how leading
0:12.4	financial advisors navigated the inevitable challenges that arise on the path to success
0:17.4	and get insight from leading industry consultants about how to break through to the
0:21.9	next level in your advisory business. And now here's your host, Michael Kitsas.
0:27.6	Welcome, everyone. Welcome to the 419th episode of the Financial Advisor Success Podcast.
0:33.6	My guest on today's podcast is Peter Krull. Pete is the director of sustainable investing of
0:38.2	Earth Equity Advisors, an RAA based in Asheville, North Carolina that oversees approximately
0:42.6	200 million in assets under management for 250 client households. What's unique about Pete, though, is
0:48.2	how he has grown in his firm by exploring with clients, how they can align their portfolios
0:52.6	with their own personal values, effectively
0:54.6	allowing their investments to become an expression of the types of businesses they want their
0:59.0	capital to support, while still ensuring their overall portfolio is well-diversified,
1:04.1	tracks to broad market indices, and is prudently allocated to sound businesses.
1:08.9	In this episode, we talk in depth about how Pete frames the
1:12.0	differences between socially responsible investing focused on excluding certain industries or
1:16.9	companies from portfolios, ESG investing, which measures the risk of companies from environmental
1:22.7	and social and governance factors, and Pete's sustainable investing approach, which he views as a more
1:27.9	bottom-up process designed to identify the sectors and companies that will be successful in the
1:32.4	economy of the future. How Pete uses everything from industry newsfeeds to quantitative data
1:36.9	to identify the broad universe of potential companies to invest in, and Pete's process for then
1:41.8	narrowing down the pool of the potential investment targets,
	...

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