Pete Krull is a well-known leader in the green business community and a long-time advocate for fossil-fuel-free and sustainable, responsible, and impact (SRI) investing.
He started out his investment career at Merrill Lynch in 1998 where he honed his investment management skills and earned the firm’s Certified Financial Manager designation. He also guided his clients through the dot-com bubble and recovery.
In 2004, he hung up his shingle as Krull & Company and began the journey as a conscious entrepreneur. From the beginning, he knew that his firm would focus on responsible investing and coined the phrase, “helping you align your investments with your values.” In 2017, Krull & Company became Earth Equity Advisors.
Over the years, he has made an impact on his clients, colleagues, and communities. He was the Chair of the Asheville-based environmental non-profit MountainTrue during its recent expansion. He has guided Earth Equity Advisors’ rapid growth as well as the firm’s rise to prominence as a four-time Best for the World Certified B Corporation.
He was selected to the 2018 Investopedia 100 list of the one hundred most influential financial advisors in America and was one of the first individuals to earn the Chartered SRI Counselor™ designation from the College for Financial Planning. In 2021, Pete was featured by The Collider among the Faces of Climate City, which highlights Asheville residents who are working in the Climate industry. He was also recognized on Real Leaders’ list of 70 Environmental Leaders You Should Know and was selected among the LUMINARIES Class of 2021 by ThinkAdvisor in the category of Thought Leadership.
He is a contributor to both Forbes and Kiplinger and has been quoted in The New York Times, Money Magazine, The Washington Post, Forbes, Investors Business Daily, US News & World Report, MarketWatch, Investment News, Wealth Management, RIA Intel, and several local publications. He has written a column for Valley Business FRONT in Roanoke, Virginia, and Mountain Xpress in Asheville as well as being featured in numerous podcasts, magazines, and online articles.
His responsibilities at Earth Equity Advisors include setting the overall vision and direction of the firm as well as managing all of the firm’s sustainable, responsible, and impact portfolios. He also coordinates the firm’s marketing activities and works closely with the team to improve operations and processes.
A native of Western New York, he lives in Asheville, NC with his wife, Dr. Melissa Booth, a microbiologist, author, and the founder of The Science Communicator and a very spoiled cat, Savannah. He is a serious amateur photographer, lover of world travel, and a huge fan of the Buffalo Sabres. They live in a solar-powered house and he drives a Chevy Bolt electric car.
In a recent episode of Dollars & Change: The Experts Guide to Sustainable and Responsible Investing, host Peter Krull was joined by Simon Rebbechi, the Vice President of Sustainable Strategies at Calamos Investments. Together they spoke about where sustainable investing stands today—and where it’s headed.… Read the rest
On the latest episode of Dollars & Change: The Expert’s Guide to Sustainable and Responsible Investing, Peter Krull sat down with Kristen Oliveri, a journalist turned entrepreneur. The duo discussed the changing mindset of ultra-high-net-worth families, generational shifts in investing, and why people give her hope.… Read the rest
In the first Dollars & Change episode of 2026, host Peter Krull was joined by Mallory McDuff, environmental educator, author, and longtime Warren Wilson College faculty member. The conversation explored a rarely discussed topic: sustainable end-of-life planning.
While investing conversations often focus on how we grow and protect wealth, this episode challenged listeners to consider how their final decisions can also reflect their values.… Read the rest
In the latest episode of Dollars & Change: The Expert’s Guide to Sustainable & Responsible Investing, host Peter Krull spoke with Iyassu Essayas, Board Member of US SIF, and the Chief Executive Officer of Inflows—a new digital platform for financial advisors to connect and exchange ideas—at the US SIF Forum in Washington, D.C.… Read the rest
Pete Krull was featured on the Money Life podcast with Chuck Jaffe, a daily financial talk show focusing on investing, handling, managing, planning for and protecting your money.
This is Pete’s second time sitting down with Chuck. In this episode, he discusses his new book, The Sustainable Investor, and the past, present, and future of responsible investing.… Read the rest
In the latest episode of Dollars & Change: The Expert’s Guide to Sustainable & Responsible Investing, host Peter Krull sat down with Mark Hays, the Director of Sustainable Investing at Glenmede, at the US SIF conference in Washington, D.C.… Read the rest
September 26th marked the one-year anniversary of Hurricane Helene’s devastation of Asheville and Western North Carolina. Every day on my drive to work, I still see the impacts of this climate-fueled storm on our local community. Buildings gone and nothing but foundations left.… Read the rest
In the latest episode of Dollars & Change: The Expert’s Guide to Sustainable & Responsible Investing, host Peter Krull sat down with Chris Castro, Founding Director, Executive Vice President, and Chief Sustainability Officer at Climate First Bank. Chris has an inspiring yet instructive career journey that takes him from local government, to federal climate leadership, to sustainable finance.… Read the rest
In the latest episode of Dollars & Change: The Expert’s Guide to Sustainable & Responsible Investing, Pete Krull sat down with Maria Lettini, CEO of US SIF, during the Sustainable Investment Forum conference in Washington, D.C.
The conversation began with Maria sharing her journey into sustainable investing, from starting as a traditional investment banker at JP Morgan and Deutsche Bank to becoming a leader in sustainable finance.… Read the rest
In the latest episode of Dollars & Change: The Expert’s Guide to Sustainable & Responsible Investing, host duties were reversed as Terra McBride, Chief Marketing Officer at Prime Capital Financial (PCF), the parent company of Earth Equity Advisors, interviewed Peter Krull during PCF’s Prime Week.… Read the rest
You can check the background of Earth Equity Advisors on FINRAʼs Broker Check and Investment Adviser Public Disclosure.
© 2026. Prime Capital Financial. This information does not constitute legal advice. Prime Capital Financial and its associates do not provide legal advice. Individuals should consult with an attorney regarding the applicability of this information for their situations. Advisory products and services offered by Investment Adviser Representatives through Prime Capital Investment Advisors, LLC (“PCIA”), a federally registered investment adviser. Tax planning and preparation services are offered through Prime Capital Tax Advisory. PCIA: 6201 College Blvd., Suite#150, Overland Park, KS 66211. PCIA doing business as Prime Capital Financial | Wealth | Retirement | Wellness | Family Office | Tax Advisory.
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