Description of Your Advisory Firm
Promus Capital, LLC (“Promus Capital” or the “firm”), an Illinois limited liability company, was
founded in May 2008. Promus Capital is wholly owned by Promus Holdings, LLC (“Promus
Holdings”), whose principal owner is the Code Family Partnership, LP.
Description of Advisory Services Offered
Promus Capital is an investment advisory firm primarily offering a variety of services to
individuals, high net worth individuals, trusts, retirement plans, charitable organizations, pension
and profit sharing plans, corporations, and partnerships (collectively, “clients”). The services
provided by Promus Capital generally include portfolio management services, financial planning,
and reporting and family office services. Clients may engage Promus Capital for one, some or all
of its various services.
Portfolio Management Services
Promus Capital generally offers its portfolio management services to clients through custom asset
allocations or pursuant to model portfolio strategies. Portfolio management services may be
provided on a discretionary or non-discretionary basis.
Custom Asset Allocation
Through its strategic allocation process, Promus Capital selects and weighs the asset
classes for each client based upon appropriate levels of risk and return. Promus Capital
participates in the selection, purchase, and sale of specific securities and/or selects third-
party separate account managers to manage client accounts as part of an overall asset
allocation methodology. Accounts may include, but are not limited to, cash, equity
securities, fixed income, hedge funds, managed futures, private credit, private equity, real
estate and real assets consistent with a client’s suitability, overall investment strategy, and
risk tolerance. Depending on a client’s needs and objectives, Promus Capital may
recommend and utilize affiliated and unaffiliated money managers (for more information,
see “Promus Capital Affiliate Entities and Conflicts of Interest” below) to manage a portion
of the client’s portfolio. Such money managers will manage client assets in a discretionary
capacity that will allow the money manager to determine the type and amount of securities
to be purchased or sold for the client with respect to the client’s assets managed by that
particular money manager.
Promus Capital’s asset management services are predicated on the strategic allocation of
client assets among different asset classes with different levels of risk and return. Promus
Capital will analyze each client’s current investments, investment objectives, goals,
financial circumstances, investment restrictions and limitations, and risk tolerance, among
other factors, and implement a portfolio consistent with such investment objectives, goals,
risk tolerance, and related financial circumstances. Recommendations are tailored to meet
the specific needs, goals, and objectives of the client. Due to varying degrees of personal
and financial circumstances among clients who otherwise share a common level of risk
tolerance, clients may have materially different compositions of portfolio assets. In
addition, Promus Capital may utilize third-party software (e.g., Bloomberg, Morningstar,
Pitchbook) to analyze individual security holdings and separate account managers utilized
within the client’s portfolio.
For certain clients, Promus Capital may prepare an investment policy statement based on
the client’s investment objectives, goals, tolerance for risk, and such other factors unique
to the client, and provide appropriate recommendations and implementation decisions.
Generally, investment policy statements are created for clients who have multiple accounts,
including trusts and corporate entities, with different investment objectives and goals and
varying degrees of risk tolerance and tax sensitivity.
Promus Capital’s investment advisory services take into account a client’s personal
financial circumstances, investment objectives, and risk tolerance, among other factors.
Generally, Promus Capital’s engagement with a client will include, as appropriate, the
following:
Providing assistance in reviewing the client’s current investment portfolio against
the client’s personal and financial circumstances as disclosed to Promus Capital in
response to a questionnaire and/or in discussions with the client and reviewed in
meetings with the firm;
Analyzing the client’s financial circumstances, investment holdings and strategy,
and goals;
Providing assistance in identifying a targeted asset allocation and portfolio design;
Recommending a variety of securities including, but not limited to, public equities,
mutual funds, exchange-traded funds (“ETFs”), separate account managers and, for
appropriately qualified clients, privately placed pooled investment vehicles
(including affiliated investment vehicles);
Reporting to the client on a triannual basis, or at some other interval agreed to with
the client, information on contributions and withdrawals in the client’s investment
portfolio and the performance of the client’s portfolio measured against appropriate
benchmarks (including benchmarks selected by the client); and
Proposing changes in the client’s investment policy statement and investment
portfolio in consideration of changes in the client’s personal circumstances,
investment objectives and tolerance for risk, and the performance record of the
client’s investments.
In addition to providing Promus Capital with information regarding their personal financial
circumstances, investment objectives, and tolerance for risk, clients are required to provide
the firm with any reasonable investment restrictions that should be imposed on the
management of their portfolio and to promptly notify the firm of any changes in such
restrictions or in their personal financial circumstances, investment objectives, goals, and
tolerance for risk. On a triannual basis, Promus Capital’s reports to clients will remind them
of their obligation to inform the firm of any such changes or any restrictions that should be
imposed on the management of their accounts. Promus Capital will also contact clients at
least annually to determine whether there have been any changes in a client’s personal
financial circumstances, investment objectives, and tolerance for risk.
Subject to any written guidelines that a client may impose, Promus Capital may be granted
discretion and authority to manage the client’s account. Accordingly, Promus Capital is
authorized to perform various functions, at the client’s expense, without
further approval
from the client. Such functions can include the authority to manage client portfolios in
accordance with and in securities as described in Item 8 of this Brochure. This authority
would include the determination of the price of securities to be purchased or sold and the
amount of securities to be purchased or sold.
Once the portfolio is constructed, Promus Capital provides ongoing supervision and
rebalancing of the portfolio as changes in market conditions and client circumstances may
require. Promus Capital will obtain client approval prior to executing any transaction for
non-discretionary accounts.
Promus Capital may also recommend other advisers to manage a portion of a client’s
account, including advisers affiliated with Promus Capital.
Model Portfolio Strategies
Promus Capital offers various model portfolio strategies. Promus Capital may provide the
model portfolio strategies on a non-discretionary basis or manage a client’s account on a
discretionary basis pursuant to a model portfolio strategy. The current model portfolio
strategies are as follows:
Promus Core Equity - The Promus Core Equity strategy is designed to give clients
low cost, tax efficient exposure to the global equity markets. By utilizing ETFs, this
strategy has the flexibility to tilt the equity allocation to segments of the market that
Promus Capital believes are relatively undervalued and away from segments that
the firm believes are relatively overvalued. The investment team meets on a regular
basis to discuss the strategies. If the investment team believes the equity market is
overvalued as a whole, it may raise cash to deploy at more attractive prices.
Promus Large Cap Quality Growth - The Promus Large Cap Quality growth
strategy seeks to produce attractive returns by investing in large capitalization
companies which Promus Capital believes have superior business models, excellent
financials, outstanding management teams and durable franchises.
Promus Core Income - The Promus Core Income strategy is designed to give clients
efficient exposure to the global fixed income markets. There are two iterations of
the global fixed income portfolio: one for taxable accounts and one for tax-exempt
accounts. These portfolios will generally reflect the same convictions. Promus
Capital has chosen to use tactical fixed income managers to tilt the portfolio to
attractive sectors of the fixed income market while maintaining discipline around
credit and interest rate risk.
Financial Planning Services
To the extent specifically requested by a client, Promus Capital will provide financial planning
services (including investment and non-investment related matters). Financial planning services
are typically provided as part of Promus Capital’s portfolio management services; however,
Promus Capital may charge an additional fee for such services depending on the level of service
provided and other considerations deemed relevant by Promus Capital in its sole discretion. Prior
to engaging Promus Capital to provide these services and to the extent a client has not entered into
an investment advisory agreement (also referred to as an investment management agreement) with
Promus Capital, clients are generally required to enter into an agreement setting forth the terms
and conditions of the engagement (including termination), describing the scope of the services to
be provided, and the portion of the fee that is due from the client prior to Promus Capital
commencing services if applicable.
Family Office Services
Promus Capital also offers certain reporting and family office services designed to help family
office clients organize their financial situation. The services provided will vary on a client-by-
client basis and may include, for example, the following:
Financial planning and investment consulting;
Risk management;
Investment monitoring and/or reporting;
Legacy services; and
Cash flow management.
Investment Advisory Services to Retirement Plans and Plan Participants
Promus Capital may also provide investment advisory services to retirement plans (“Plan”) or
retirement plan participants (“Participants”). Promus Capital may prepare personal asset allocation
targets after obtaining and evaluating information concerning their individual client circumstances
provided by each Participant in response to a risk profiling questionnaire. Promus Capital may
provide recommendations as to an appropriate asset class structure and/or securities from a list of
securities approved by the plan sponsor (“Sponsor”).
The asset allocation and mutual fund recommendations made to such clients may differ from those
made by Promus Capital to high net worth and affluent individuals and institutions for one or more
of the following reasons:
A Participant’s asset allocation target typically consists of a smaller number of asset
categories to reflect the relatively smaller size of the Participant’s investment assets.
The Sponsor has constrained the investment alternatives from which Promus Capital may
make recommendations. In such cases, Promus Capital may be required to observe
quantitative criteria established by the Sponsor in preparing Participant-oriented lists of
mutual funds, or to confine the advice given to choices among a relatively narrow set of
investment alternatives established by the Sponsor. Participants are informed when the
Sponsor of the group imposes constraints on Promus Capital’s ability to recommend
mutual funds or other securities.
Client-Tailored Services and Client-Imposed Restrictions
Where Promus Capital has investment discretion over a client account, the account will be
managed in accordance with the client’s financial situation, investment objectives, and any
reasonable client restrictions. Promus Capital will remind clients to inform the firm of any changes
to their personal financial circumstances, investment objectives, or risk tolerance, and any
modifications or restrictions that should be imposed on the management of their accounts. Promus
Capital will also contact clients at least annually to determine whether there have been any changes
in a client’s personal financial circumstances, investment objectives, and tolerance for risk.
Client Assets Under Management
As of December 31, 2023, Promus Capital advises $1,410,633,377 of regulatory assets under
management, which includes approximately $369,416,408 of discretionary assets under
management and approximately $1,041,216,969 of non-discretionary assets under management.