Choreo, the Chicago-based registered investment advisor backed by Parthenon Capital, has named Gabriel Rodriguez as its chief technology officer. Rodriguez, who previously served as senior vice president of technology at LPL Financial, will be responsible for advisor technology, platform integration, and artificial intelligence initiatives as the firm scales its tax-focused wealth management practice.
Rodriguez brings more than two decades of industry experience. At LPL, he oversaw ClientWorks, the broker-dealer's advisor workstation. Before that, he spent six years at Vanguard leading technology architecture and engineering for its U.S. intermediary business. He also led investment research systems at Wellington Management and developed investment systems at Bain Capital.
In his new role, Rodriguez will report to CEO Jason Van de Loo, join the executive leadership team, and work from Choreo's Charlotte, N.C., office. His mandate includes building a connected platform so advisor teams can deliver coordinated tax and wealth advice consistently as the firm grows. He will also focus on using AI to expand advisor capacity and upgrading planning, reporting, and client-engagement tools, along with training to help teams adopt them.
Van de Loo said in a statement that Rodriguez has spent his career translating the needs of wealth management professionals into effective technology. He added that Rodriguez brings both technical depth and the discipline to execute on strategy.
Rodriguez's arrival comes as the industry faces significant demographic shifts. He noted that the great wealth transfer is approaching while some observers expect more than a third of financial advisors to leave the industry within the decade. That projection aligns with a 2024 estimate from Cerulli Associates, which found that 109,093 advisors, or 37.5% of industry headcount, plan to retire over the next decade. A McKinsey warning of a 100,000-advisor gap in 10 years has also been widely cited, with productivity gains from AI seen as a partial solution.
Rodriguez emphasized that AI is a clear solution but comes with additional questions that must be considered carefully and strategically, in partnership with operational leadership and advisors.
The hire extends a series of senior appointments that began when Van de Loo, formerly head of wealth management at Edelman Financial Engines, took over as CEO in July last year. Since then, Choreo has added several Edelman alumni to its C-suite. In July 2024, Keith Kotfica joined as chief growth officer. In January, Erik Merkau was named to the new role of chief wealth advisory officer. In July, Ray Morrill was promoted internally to chief wealth officer. In September, Kelly O'Donnell became the firm's first chief people and transformation officer, also an Edelman veteran.
Choreo reported approximately $28.6 billion in assets under management and advisement at the end of 2025. The firm also secured a notable win this summer by negotiating to manage the post-IPO wealth of hundreds of SpaceX employees. As Choreo continues to acquire practices, integrating disparate systems becomes a critical challenge, and Rodriguez's experience with AI and technology integration for acquired firms is expected to be valuable. For more on technology trends in the advisor space, see this year's tech innovations. The firm's recent leadership moves, including Kelly O'Donnell's appointment, reflect a broader trend of RIAs bolstering their executive teams.
