Choreo Appoints New Chief Technology Officer Gabriel Rodriguez
Choreo, a registered investment advisor based in Chicago, has recently welcomed Gabriel Rodriguez as its new Chief Technology Officer (CTO). Rodriguez, who has held senior technology positions at LPL Financial, brings extensive experience in the financial services sector, including stints at Vanguard and Bain Capital.
In his new role, Rodriguez will focus on advisor technology, platform integration, and the implementation of artificial intelligence (AI) to enhance Choreo’s wealth management services. The company aims to improve its tax-focused wealth business, making it easier for advisor teams to offer integrated tax and financial advice as they expand.
Rodriguez will report directly to CEO Jason Van de Loo and be part of the executive leadership team, working from Choreo’s office in Charlotte, North Carolina. His appointment is part of a broader effort by Choreo to strengthen its leadership team, which has seen significant changes over the past 15 months.
New Responsibilities Ahead
Rodriguez’s main task is to develop a cohesive platform that allows advisors to provide clients with seamless access to tax and wealth management information. This involves maximizing the use of AI to enhance advisor capabilities, updating essential planning and reporting tools, and facilitating training programs to aid teams in utilizing these tools effectively.
According to Van de Loo, “Gabriel has dedicated his career to understanding the needs of wealth management professionals and translating those needs into relevant technology.” He highlighted Rodriguez’s ability to lead strategic initiatives and execute plans efficiently.
With over 20 years in the finance industry, Rodriguez has a notable track record. As the senior vice president of technology at LPL Financial, he managed the ClientWorks advisor workstation. His earlier roles included overseeing technology architecture at Vanguard and investment research systems at Wellington Management.
Facing Industry Challenges
Rodriguez has also led AI-driven projects aimed at boosting advisor productivity, especially important for companies like Choreo that acquire multiple firms and need to integrate various systems.
He pointed out that the wealth management industry is approaching key changes, particularly as a significant number of financial advisors are expected to retire in the coming years. A recent report from Cerulli Associates forecasts that around 37.5% of advisors could leave the industry within the next decade, which aligns with a warning from McKinsey about a potential shortfall of advisors. Rodriguez believes that AI could help bridge this gap, but noted that its implementation requires careful thought and collaboration with operational leaders and advisors.
A Wider C-Suite Revamp
Rodriguez joins a rapidly evolving executive team at Choreo, which started its overhaul when Van de Loo took the helm in July of last year. In addition to Rodriguez, other recent appointments include Keith Kotfica as Chief Growth Officer, Erik Merkau as Chief Wealth Advisory Officer, Ray Morrill as Chief Wealth Officer, and Kelly O’Donnell as Chief People and Transformation Officer.
Choreo, primarily backed by Parthenon Capital, manages approximately $28.6 billion in assets as of the end of 2025. The firm has been noted for its strategic growth, including a recent deal to manage the wealth of former SpaceX employees following their IPO.
While the company has recently focused on a few key acquisitions, such as Northeast Financial Group and Herbein Financial Group, it operates over 40 locations across the country.
