Greenrock Research, Inc. is a Chicago-based consulting firm that provides innovative portfolio
solutions for registered investment advisers and their clients. Kevin Malone is the president
and owner of Greenrock Research, Inc., which he founded in 2004. He founded the
predecessor firm, Greenrock Research, LLC, in 1996.
Greenrock’s clients are financial planning and other investment management firms registered
with SEC or with one or more appropriate state securities authorities. (Each such firm is
referred to in this brochure as an “Advisory Firm” or an “Adviser Client”)
As of January 1, 2024, Greenrock had approximately $600,000,000 in assets under management
on a discretionary basis. These are assets in the portfolio accounts of Advisory Firm clients for
which Greenrock provides active investment portfolio management services (so-called “end
clients”). As of the same date, Greenrock had approximately another $414,000,000 in assets
under management on a non-discretionary basis (meaning assets held in the accounts of end
clients; Greenrock does not have the authority to decide which securities to buy or sell with
respect to these assets but does have the ongoing responsibility to select or make
recommendations as to changes in the sub-advisory list).
Greenrock offers four basic categories of services to its Adviser Clients:
Selection and monitoring of investments and managers
portfolio managers for specific asset classes
registered mutual funds
exchange-traded funds (“ETFs”)
private equity funds
other private equity investments
Active investment portfolio management
acting as “sub-adviser” to manage account portfolios of specific asset classes
NOTE: Greenrock relies on the Adviser Client (i) for making suitability decisions, and (ii)
for providing “ongoing investment supervisory services,” based on the needs and
circumstances of individual account owners, the so-called “end clients”.
Producing research and reports
mutual fund and ETF performance
business organization and performance analysis of investment management firms
Individual consultations for investment advice on:
individual securities
mutual funds
ETFs
investment managers
option strategies
Private investments
As described in more detail below, Greenrock tailors its advisory services to the individual
needs of financial planning and investment manager firms (“Advisory Firms”) who are
Greenrock’s clients.
Selection, Recommendation and Monitoring of Investments and Managers
Selecting, Recommending and Monitoring Portfolio Managers
Greenrock will research, analyze and recommend particular investment management firms to
act as sub-advisers for specific classes of investment assets designated by the Advisory Firm.
Greenrock will construct a list of different account managers to meet the specific needs of each
Advisory Firm. Greenrock will recommend one or more sub-advisers (“Portfolio Managers”) for
managing investment portfolios composed of one or more of the following asset classes:
tax exempt bonds
taxable bonds
domestic common stocks classified by the company’s market capitalization
(large-cap, small-cap, mid-cap), and by its relative emphasis on growth and value
convertible securities
high-yield bonds
international stocks of companies in developed countries
international stocks of companies in emerging markets
securities of real estate investment trusts
option strategies
Private Investments
Bitcoin and other cryptocurrencies
Greenrock will monitor the performance of Portfolio Managers that are investing assets on
behalf of an Advisory Firm. Greenrock will prepare comprehensive reports on each Portfolio
Manager, including monthly performance, holdings and portfolio analysis. These reports will
typically analyze investment philosophy, as well as the business, financial and corporate
information which Greenrock considers pertinent to an evaluation of a Portfolio Manager’s
services.
Some Portfolio Managers have agreed to enter into a model-based relationship. The Portfolio
Managers agree to provide their models to Greenrock. Model changes are communicated from
Portfolio Managers to Greenrock in accordance with the Portfolio Managers’ trade guidelines
and trade rotation procedures. Greenrock’s review and analysis of Portfolio Manager models
will be included in Greenrock’s reports on the Portfolio Manager.
Selecting,
Recommending and Monitoring Mutual Funds and ETFs
Greenrock will also research, analyze and recommend selected mutual funds and ETFs for
different generic portfolio asset classes designated by the Advisory Firm. Greenrock will
monitor the performance of the recommended mutual funds and ETFs. And from time-to-time
Greenrock will prepare reports concerning the performance of recommended mutual funds and
ETFs.
Selecting, Recommending and Monitoring Private Equity Investments
Greenrock will recommend to its Adviser Clients “Private Investments," which may be either:
(a) interests in private equity investment funds (“hedge funds” or “private funds”), or
(b) interests in the equity securities of specific private companies.
Each Private Investment must meet specific investment objectives. Greenrock will first
determine that a particular Private Investment is suitable for certain categories of investors
before presenting the particular Private Investment opportunity to a particular Advisory Firm.
Ultimately, it is the Advisory Firm’s decision to present a particular Private Investment
opportunity to any of its clients. Greenrock believes there are a very limited number of
attractive Private Investment opportunities for any Advisory Firm. It is each Advisory Firm’s
responsibility to allocate these limited Private Investment opportunities among its clients.
The entity managing the assets of a private equity investment fund (or “hedge fund”)
frequently will be exempt from registration as an investment adviser. Greenrock will not be
involved in selecting or monitoring the underlying individual securities of private funds and,
instead, will rely solely on the expertise of the entity designated to manage the assets (which
entity may or may not be a registered investment adviser). However, Greenrock will monitor
the organization, investment philosophy, and performance of the fund manager or the issuer
with respect to each Private Investment. Greenrock will also advise its Advisory Firm clients on
risk minimization techniques that may be appropriate when assets are distributed from a
Private Investment.
Active Portfolio Management Services
Greenrock also offers active portfolio management services for clients who are financial
planning or investment management firms (“Advisory Firms”). In this capacity, Greenrock will
act as a sub-adviser to manage portfolios composed of a specific class of investment assets.
(The various classes of investment classes are listed on page 3 under “Selecting, Recommending
and Monitoring Portfolio Managers.”)
Greenrock enters into advisory agreements with Advisory Firms requesting portfolio
management services. Under these agreements, Greenrock has the discretion to invest and
rebalance the client accounts of an Advisory Firm with respect to one or more designated asset
classes designated by the account owner. However, in each case the Advisory Firm (and not
Greenrock) has the sole authority and responsibility (and Greenrock relies exclusively on the
Advisory Firm) (i) to make suitability decisions, and (ii) to provide “ongoing investment
supervisory services” based on the needs and circumstances of individual account owners. As
such, the Advisory Firm (and not Greenrock) is deemed the "principal sponsor" of the advisory
program which includes similarly managed accounts.
Research Reports
Greenrock will also prepare and offer for sale research reports on specific investment
management firms, mutual funds and ETFs. These reports are based on a combination of third-
party research and Greenrock's own research. Greenrock will typically analyze the performance
and prospects of particular mutual funds and ETFs, and the business organization and
performance of particular investment management firms.
Other Investment Services
Greenrock also offers a range investment advice in individual consultations, including with
respect to the following:
individual securities, investment managers, mutual funds and ETFs
real estate or oil and gas partnerships
investing in private equity investment funds or other specific private equity
investments, which may be organized as limited partnerships
option strategies
Products and Services Other Than Investment Advice
Greenrock also offers a suite of administrative services to its client Advisory Firms. These
administrative services include opening new accounts, preparing bills, and generating reports
for the clients of Advisory Firms.