Choreo appointed Gabriel Rodriguez as Chief Technology Officer, adding a veteran wealth management technology executive to lead the firm’s advisor technology, platform integration, and artificial intelligence strategy.
Rodriguez will report to Chief Executive Officer Jason Van de Loo, join Choreo’s executive leadership team, and be based in the firm’s Charlotte, North Carolina office.
In this role, Rodriguez will focus on building the technology foundation for Choreo’s next growth phase.
His responsibilities will include developing a more connected platform designed to help advisor teams deliver coordinated tax and wealth advice as the firm scales.
Choreo also plans to use artificial intelligence to expand advisor capacity while strengthening the planning, reporting, and client engagement tools used across the organization.
Rodriguez brings more than 20 years of financial services and technology experience.
Most recently, he served as Senior Vice President of Technology at LPL Financial, where he was responsible for ClientWorks, the firm’s advisor workstation.
Before LPL, Rodriguez spent six years at Vanguard, leading technology architecture and engineering for its U.S. intermediary business.
Earlier in his career, he led investment research systems at Wellington Management and developed investment systems at Bain Capital.
His experience spans trading, investment operations, advisor platforms, and client service.
Rodriguez has also led AI initiatives focused on advisor productivity and integration of technology across acquired firms.
Choreo said the appointment is intended to help the firm deepen the connection between technology and its tax-smart wealth management model.
The company operates in more than 40 locations nationwide and provides investment advisory, financial planning, and other wealth management services to individuals, families, and businesses.
KEY QUOTES:
“Gabriel has spent his career translating the needs of wealth management professionals into technology that helps them do their jobs more effectively. He brings the technical depth to lead our strategy and the discipline to deliver on it. He understands the role technology plays in supporting advisors and delivering better client experience. That combination will be critical as we expand our capacity to deliver coordinated advice at the intersection of tax and wealth.”
Jason Van de Loo, Chief Executive Officer of Choreo
“Our industry faces several inflection points simultaneously as the wave of the great wealth transfer is about to crash while some industry observers expect more than a third of financial advisors may leave the industry within the decade. However, a clear solution has emerged in artificial intelligence. But that answer isn’t without additional questions, ones that must be considered carefully, strategically and in partnership with operational leadership and advisors in every firm. I’m thrilled to join a firm that understands the importance of this approach and respects the role of technology as a partner for continued growth.”
Gabriel Rodriguez, Chief Technology Officer of Choreo
