Prophecy Impact Investments Rebrands as Falcons Rock Impact Investments
In order to improve brand familiarity and better convey the environmental benefits, our sister company has been renamed. Visit the Falcons Rock Impact website to learn more about responsible investing and to start exploring your porfolio today.
Visit website.


What Plan Sponsors Need to Know About SRI Investing
This article from the International Foundation of Employee Benefit Plans defines the basics of SRI and highlights how retirement plan ficuciaries can implement the concept. Greg Wait of Falcons Rock gives offers his take on why it makes business sense.
Read August article.


Investing with Environmental & Social Impact.
In the cover story of their 2018 Guide to Wealth Management, the Milwaukee Business Journal interviewed Greg Wait of Falcons Rock to discuss the new definition of SRI, Sustainabile Responsible Impact investing, and the incresing number of clients making it a priority.
Read May article.


Companies’ Social Impact Increasingly Scrutinized by Investors.
Greg Wait of Falcons Rock gave his insight into the recent rise and benefits of socially responsible investing (SRI) for this BizTimes article from February 5th.
Read February article.


History Has Steered Folks to Environmental, Social and Governance Investing.
In this Milwaukee Journal Sentinel article from July 15th, Tom Saler explores socially responsible investing (SRI) and breaks down some recent high-profile examples.
Read July article.


New Firm Targets Socially Responsible Investors.
In this article from January 9th, Milwaukee Journal Sentinel reporter Kathleen Gallagher explores Greg Wait's launch of a new company that combines socially responsible investing and online investment advice.
Read January article.


Investment Trends, with insights by Greg Wait. In the Milwaukee Journal Sentinel's October 17th article, Kathleen Gallagher and Greg Wait discuss the recent rise of environmental, social and governance, or ESG investing. Greg provides insight into how reduced risk and improved returns are causing money managers to include ESG investing in their portfolios. Read October article.


Responsible Investing: Creating Financial and Non-Financial Value by Greg Wait. Do investors sacrifice returns in pursuit of their goal of advocating for a better world in which to live?
Learn more.


Ten-Year History of Investment Manager Performance by Greg Wait. As part of our process, we have conducted investment manager research and due diligence resulting in manager or fund recommendations to our clients. Here are our findings.


The month of September, 2013 marked the 10-year anniversary of Falcons Rock serving our clients and building relationships. We are grateful for all the years of friendship, loyalty, and support, and look forward to our next decade!


Investment Trends, with insights by Greg Wait. In the Milwaukee Journal Sentinel's July 20th article, Kathleen Gallagher and Greg Wait discuss the rising U.S. Treasury rates and using duration as a measure of risk. Greg's comments relate to whether we'll be "looking back on this short-term increase in yields as the warning shot for the much-anticipated longer-term rise in interest rates." Read July article.


Dec 9, 2012, Journal Sentinel's Kathleen Gallagher interviewed Greg Wait on current Investment Trends. Read the full article: "Low-quality stocks continue to provide strong returns."



Investment Trends column of Milwaukee Journal-Sentinel shows Top-Down investment strategies are achieving positive results.
Read article on Top-Down Investing


Additional articles in the Milwaukee Journal Sentinel featuring Falcons Rock:
One is a fascinating story about a Mequon drug development company, which has a few of our clients as private investors.
Read article about our angel investors


Another features us in the Market Trends column: Strategy targets uncertain economy - and how Falcons Rock confronts specter of slow growth.
Read how we help clients get ready


There is a great deal of debate in the investment industry regarding active vs. passive (indexing) investment management.  We researched this topic and the results might be surprising to you.  Please see our research paper on this subject...more


We have experienced interesting situations with our clients. To update you on our firm’s activities, check out examples of recent work we have done for our clients...more

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US SIF Member 2017

Investment Philosophy


The Cornerstone of our Philosophy
at Falcons Rock Investment Counsel, LLC:


Achieve each Client's Investment Goals
while Minimizing Investment Risk

To realize this goal, our philosophy consists of the following five tenets:

  • CUSTOMIZED ― We believe each portfolio must be customized to the investor's individual needs and long-term objectives. Falcons Rock does not have one investment policy or set of model portfolios that is pre-determined to fit all clients. A "plain language" initial interview will be conducted to determine clear, specific investment goals before any work is performed for each client.

  • OBJECTIVE ― We believe that sound investment advice cannot be tainted by the need to "sell" a product. Falcons Rock is a fee-only investment consulting firm. We are paid by our clients for the services we provide, not by a brokerage firm, insurance company, bank, or money manager for products sold or recommended. We are a trusted, knowledgeable source of advice without conflicts of interest.

  • BALANCED ― We believe that a portfolio's overall asset allocation is as important for determining total return and risk as the selection of individual securities or portfolio managers. It is important to consider a variety of asset classes, and alternative investments, when developing appropriate investment strategies. Falcons Rock has no bias toward passive or active management, and believes that these styles compliment each other well in many portfolios. Strategic asset allocation strategies, as well as unique tactical asset allocation strategies, may be incorporated in specific client accounts.

  • INFORMED ― We believe that smart investment decisions are based on extensive analytical research combined with "Informed Human Judgment." Falcons Rock has secured a range of institutional quantitative and qualitative resources, which allows for the prudent selection of money managers and comprehensive performance measurement versus customized benchmarks. Capital markets projections are employed to analyze expected behavior between and among various asset classes. Clients pay us to monitor the markets and recommend smart changes to their portfolios.

  • PERSONAL ― We believe that our clients must trust us to help them achieve their long-term goals. That trust can only be earned through ongoing personal delivery of investment planning, investment analysis, and investment results, which are clearly communicated to each client.

The focus of our firm is to build long-term relationships with a select group of clients, who are looking for prudent advice, and place a high value on integrity.