Choreo to Add Pair of Penn.-Based RIAs With $1.3B Combined AUM

Choreo, LLC, an independent wealth advisory, announced plans to purchase substantially all of the assets of Northeast Financial Group and Herbein Financial Group. The Pennsylvania-based registered investment advisers have $1.3 billion in combined client assets and are headquartered in Allentown and Reading, respectively.

Herbein Financial Group was created over two years ago through a joint venture between Northeast Financial Group, a wealth management firm, and Herbein LLP, an accounting firm.

The agreement is subject to typical closing conditions, according to Choreo.

“Northeast Financial Group and Herbein Financial Group are strong advisory businesses with deep roots in Pennsylvania. We’re excited about our agreement and look forward to welcoming their teams to Choreo upon closing,” said Jason Van de Loo, chief executive officer of Choreo. “They share our focus on business builders and the real-world planning work that comes with running a company, building wealth and preparing for what’s next. Together, we’ll be able to bring clients more depth, coordination and support without losing the local relationships that matter.”

Josh Laychock leads both Northeast Financial Group and Herbein Financial Group. He has over 20 years of financial services experience. Upon closing the transaction, Choreo will welcome 12 full-time employees, including six financial advisers.

“Business owners are navigating a more complex planning environment with tax policy uncertainty, changing markets, and higher expectations for integrated advice,” said Laychock. “Joining Choreo will give our team added scale, broader capabilities and a platform built to deliver coordinated planning without losing the client-first culture we value.”

Earlier this month, Choreo named Erik Merkau as chief wealth advisory officer. He reports to Van de Loo and leads Choreo’s national advisory teams. In his role, Merkau oversees adviser development and execution across the firm, leading the continued expansion of Choreo’s advanced planning capabilities, portfolio management solutions, practice management framework, and integrated private client services platform.

Choreo is a limited liability company and U.S. Securities and Exchange Commission-RIA that provides financial planning and other wealth management services to individuals and businesses. It serves over 7,000 clients with approximately $27.2 billion in assets under management and advisement as of December 2024.

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