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.
The New York Times recently published an essay by Hans Taparia titled, ‘One of the Hottest Trends in the World of Investing Is a Sham.’ While Mr. Taparia paints a broad picture of widespread greenwashing (and I guess social washing and governance washing), he fails to look beyond the marketing engines of the big Wall Street firms to see the smaller ones that actually are working for positive change.… Read the rest
Several state legislatures have recently begun punishing investment companies that take environmental, social, and governance (ESG) data into consideration when making investment decisions.
Elon Musk tweeted, “ESG is a scam. It has been weaponized by phony social justice warriors.” In an opinion piece in The Wall Street Journal, former Vice President Mike Pence says that investing using ESG principles is politically driven and is part of a plan by the “woke left” to conquer corporate America.… Read the rest
The sustainable, responsible, and impact (SRI) investing market saw a continued influx of new funds in 2021, sending the number of sustainable funds available to U.S. investors to an all-time high as of the close of the third quarter. This is bittersweet at best.… Read the rest
There’s a lot of confusion in the marketplace regarding ESG (Environmental, Social, Governance) and Sustainable, sometimes known as SRI (Sustainable, Responsible, and Impact) investing. Many people think the two terms are interchangeable – I’m here to tell you that they aren’t.… Read the rest
While investor interest in sustainable, responsible, and impact investing (SRI) has greatly increased in recent years, many financial advisors are still woefully unprepared to talk to their clients about SRI.
According to a 2020 survey of 800 Registered Investment Advisors (RIA)s by SEI – a global provider of investment processing, management, and operations solutions – only one-third reported growing interest in sustainable investing.… Read the rest
Life as we know it is at a tipping point in more ways than one. As an advisor who has specialized in sustainable, responsible, and impact (SRI) investing for nearly 20 years, I’ve seen first-hand the commitment of individuals to invest their dollars in companies working to positively impact our planet, society, and future.… Read the rest
Earth Equity firmly believes in a woman’s right to make her own healthcare choices. The draconian law enacted in Texas recently severely limits a woman’s right to choose and creates a perilous environment for healthcare providers by giving individual citizens the right to interfere in a patient’s private decisions.… Read the rest
“If you’re not talking with your clients about sustainable, responsible, and impact investing, they’ll be speaking with someone else.” That’s a line I used last week while speaking to a group of financial advisers at a conference in Michigan. And it’s true.… Read the rest
On August 9th, the Intergovernmental Panel on Climate Change (IPCC) released a report in which the resounding and unsurprising conclusion was a “code red for humanity.” The evidence is irrefutable that climate change is widespread, rapid, and intensifying. In 2020 alone, there was a record shattering 22 separate billion-dollar weather and climate disasters across the United States.… Read the rest
It seems like every day a new socially responsible fund pops up.
In 2020 alone, 90 new funds were brought to market. Moving into 2021, there were 392 such sustainable fund offerings comprising $51.1 billion. And they’re quickly adding new assets — 40% of that $51.1 billion came in the fourth quarter alone — and there’s no signs of slowing.… Read the rest
You can check the background of Earth Equity Advisors on FINRAʼs Broker Check and Investment Adviser Public Disclosure.
Advisory products and services offered by Investment Adviser Representatives through Earth Equity Advisors, LLC, a federally registered investment adviser. Earth Equity Advisors, LLC, 40 North Merrimon Avenue, Suite #301, Asheville, NC 28804.
©2023 – Earth Equity Advisors, LLC – All Rights Reserved
*Financial professional is also an Investment Adviser Representative (IAR) and offers advisory services through Prime Capital Investment Advisors, LLC (“PCIA”), a federally registered investment adviser. PCIA: 6201 College Blvd., Suite #150, Overland Park, KS 66211. PCIA doing business as Prime Capital Wealth Management (“PCWM”) and Qualified Plan Advisors (“QPA”). Earth Equity Advisors, LLC and PCIA are affiliates, under common control. You are encouraged to read and review the disclosure brochures for both Earth Equity Advisors, LLC and PCIA, and direct questions to your financial professional should you receive advisory services from both firms.
