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Greenrock Asset Management LLC

Updated today

Client assets under management

$5,500,000

Clients

12

17% high-net worth

Advisors

2

of 2 employees

Firm type

Supported

1-3 advisors or $200M+ in AUM

Clients per advisor

6

Very Low

Average account size

$458,333

About

GreenRock Asset Management provides discretionary portfolio management and financial planning primarily for individual and high-net-worth clients, as well as trusts and institutional accounts. Services include ongoing portfolio management across equities, fixed income, mutual funds, ETFs, annuities, and access to alternative investments, along with consulting, workshops, and periodic performance reporting.

The firm follows an active, IPS-driven approach with daily management and periodic client reviews, combining fundamental, technical, and charting analysis to set asset allocation and security selection. It implements derivative strategies — including options and futures at multiple trading levels and margin trading — and offers performance-based fee arrangements for qualified clients that include benchmark-based hurdles and high-water mark mechanics.

Notable differentiators for a firm of this size include a very small client roster and modest assets under management relative to its stated advisory minimums, a deliberate use of derivatives within separately managed accounts, and the practice of charging performance-based fees for select clients — both of which are uncommon among peers. The firm also has a recent regulatory consent order resolving state securities allegations and discloses a prior custodial relationship that ended over trading concerns, facts it reports alongside its ongoing custody arrangement with an independent broker‑dealer.

Client services

Financial planning Portfolio management

Expertise

Options & derivatives strategies Real estate investing Private / alternative investments

Fee options

Percentage

$0 - $999,999: 1.5% annually $1,000,000+: 1.0% annually

Project-based

Generally $250/hr, negotiable

Performance-based

23% of net new profits above SPDR S&P 500 ETF Trust (SPY) annualized hurdle rate for qualified clients

Other

Account minimum: $1,000,000

Main office location

Greenrock Asset Management LLC

Brier WA, United States

Number of offices

1

Most active in

Texas · Washington

Disclosures

Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.

Business activities & affiliations

Advisors at this firm

user avatar

Steven P

Series 63, Series 65

Seattle, WA

Greenrock Asset Management LLC

Steven Poirier is a financial advisor at Greenrock Asset Management LLC with nine years of industry experience. He previously worked at Ameriprise Financial Services, Inc., The Prudential Insurance Company of America, and Pruco Securities, LLC. Poirier holds Series 63 and Series 65 licenses. Greenrock Asset Management provides discretionary portfolio management, financial planning, and consulting services to individuals, trusts, companies, and institutional clients. The firm employs active, tactical portfolio management with continuous oversight and uses derivatives and performance-based fee arrangements, which are uncommon among similar independent advisers.

Options & derivatives strategies Real estate investing Private / alternative investments
user avatar

Mark L

Series 66

Brier, WA

Greenrock Asset Management LLC

Mark Lalich is a financial advisor at GreenRock Asset Management LLC with 10 years of industry experience. He holds a Series 66 designation and previously worked at Ameriprise Financial Services Inc and Edward Jones. Outside of his advisory role, Lalich is CEO and board chairman of Rust Gym Inc., an educational subscription service teaching computer programming, and he owns Lalich Principle Consortium, a holding company with interests including an optometry business. GreenRock Asset Management provides discretionary portfolio management, financial planning, and consulting services to individuals, trusts, companies, and institutional clients. The firm employs active, tactical portfolio management with the use of derivatives and may enter into performance-based fee arrangements, distinguishing itself among independent advisers.

Options & derivatives strategies Real estate investing Private / alternative investments
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