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Thinking he could do better by clients, Russ started White Pine Investment Company in 1997. He reviewed many possible business structures and settled on a Registered Investment Advisor format which has a fiduciary responsibility to act solely in the best interests of its clients. At White Pine, this means that the only method of payment is an investment management fee; there are no incentives for the company to sell products as there are no products to sell. In addition, he instituted a policy that employee portfolios would mirror those of clients’ and have the same fee structure, thereby aligning everyone’s interests.
He knows that careful listening and questioning about clients’ specific needs and goals informs his ability to act accordingly on their behalf. This cycle of listening, reflecting, and acting has led to decades-long relationships built on trust. Many of these professional relationships have turned into friendships and dozens of clients have now been working with Russ since well before he established White Pine. They appreciate his integrity, honesty, and wise counsel.
Russ has created a unique atmosphere at White Pine, and he takes care to preserve that environment by finding people who share his beliefs not only about business but about life.
In 2010, he met Tony, and after eighteen months of thoughtful conversations, dinners, golf games, and family introductions, he became convinced of their common values and vision for the future of White Pine. From Tony’s perspective, he saw in Russ a man committed to serving his clients instead of selling to them. He saw a company that fostered the highest possible professional standards by creating a work environment centered on the work family Russ created in the office and the personal families they went home to each night. He was all in.
Working together since 2012, Tony and Russ have modernized all aspects of the company with upgraded financial planning software, streamlined trading operations, more robust disaster recovery, and enhanced modeling capabilities. White Pine has thrived as clients benefit from their longstanding, rock solid relationship with Russ and Tony’s technical knowhow and portfolio management skills.
People who are intimidated by financial markets are denied their substantial portfolio-growing power. This is where Will comes in as Business Development Officer. After determining his desire to do well by clients would be best served through the caring, professional relationships evident at White Pine, he joined efforts with Russ and Tony in 2018 to help more people discover and benefit from investing in financial markets.
When the White Pine team decided that in addition to helping clients grow their wealth, they wanted to provide guidance in transferring wealth. Divine intervention stepped in, & Russ met Stefanie, a licensed attorney with a background in estate planning and a certified financial planner. She joined White Pine in March 2022 and has since been helping clients create solid financial & legacy plans.
Russ, Tony, Will and Stefanie believe that serving clients by prioritizing their needs is the optimal way to create a highly successful, honorable business.
With each direct answer, with each follow-through, and with each connection, trust is built.
734.464.2532
17199 Laurel Park Drive North Suite 220 Livonia, MI 48152
