Choreo this week named Keith Kotfica its new Chief Growth Officer. In this role, he will focus on expanding the firm’s affiliated referral program for accounting firms, the Choreo Partner Alliance.
He will work alongside Larry Miles, Executive Vice President of Strategic Partnerships, to scale the program, the firm said in a release. The appointment is the first leadership addition under Jason Van de Loo, who was named CEO in early July.
“Adding someone of Keith’s caliber to the team signals just how important the Choreo Partner Alliance is to our long-term vision,” Van de Loo said. “His experience developing and cultivating business partnerships, along with his leadership background in planning-centric firms, makes him well-positioned to help scale this program and expand the impact we can make for CPA partners and their clients.”
Kotfica has more than 30 years of experience in financial services. He most recently was a Senior Vice President at Edelman Financial Engines. He also held leadership positions with HealthEquity, Xerox HR & Outsourcing Solutions and CitiStreet. Kotfica succeeds Karen Lee, who is now a Managing Director at Wealth Enhancement, according to her LinkedIn.
“I’m incredibly excited to be joining Choreo at such a pivotal time,” Kotfica said. “The firm’s client-centric approach to wealth management and commitment to CPA collaboration is distinctive within the market.”
Choreo, which became independent in 2022, served more than 7,000 clients with approximately $27.2 billion in assets under management and advisement as of December 2024.
James Miller, Contributing Editor and Research Analyst at Wealth Solutions Report, can be reached at ContributingEd@wealthsolutionsreport.com.
