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

Private Client Investment Services


A primary objective of Falcons Rock Investment Counsel is to recommend prudent, timely, and imaginative investment ideas… to be a firm that can be trusted to achieve complex financial goals in uncertain market environments.

Many individual investors have been financially hurt and disillusioned by the recent bear market and corporate scandals, after the euphoria they felt during the raging bull market of the late 1990s. Investors who attempted to manage their own portfolio are seeking advice from an investment professional. Investors who worked with a commission-based broker are concerned that trades may not be in their best interest, and are more comfortable with a fee-only advisor. Investors who have attempted to choose their own money manager have generally not developed serious criteria for their selection, may be disappointed in their returns, and would appreciate a disciplined approach to manager selection.

Financial planners often adhere to static asset allocation models based on well-documented research. These static models may achieve the desired results over a very long-term time horizon; however, it is our experience that most individual investors do not truly have the patience or the short-term risk tolerance for such strategies. We believe that individual investors pay us to monitor the markets and recommend smart changes to their portfolio. Our unique asset allocation strategies are designed to provide short-term flexibility in order to protect principal during difficult market environments, and to generate superior returns over long time periods.

To provide such competent and thorough investment counsel, we must have a clear understanding of each client's needs, expectations, and goals. We initiate each client relationship with a "straight talk" discussion of their overall financial position, and then utilize our disciplined process of investment analysis. We are personal in our delivery of investment planning, investment analysis, and investment results to provide our clients with financial peace of mind.

Our ideal client relationship is one in which we serve as part of a "team of advisors," which would typically consist of the client's CPA, estate planning or tax attorney, insurance broker, and banker, as well as Falcons Rock as the investment consultant. We welcome the opportunity to work with these other professional advisors, in order to ensure consistency and continuity of the entire financial planning and management process. It is our belief that no single firm can adequately provide top-quality expertise in all of these important disciplines; therefore, the client is best served by hiring an expert for each piece of their financial puzzle, and allow them to work together on behalf of the client.

Specifically, Falcons Rock offers the following investment consulting services for individual and family relationships:

Analysis of Current Position

  • Structural analysis of current investment holdings and "back test" calculation of portfolio returns
  • Review current investment strategies
  • Assess client investment goals, cash flow considerations, income requirements, tax situation, return expectations, risk tolerance, and time horizon for each account.
  • Evaluate special considerations, such as family issues, estate planning, sale of business, low cost basis stock holdings, or other securities constraints.

Design Optimal Portfolio

  • Propose optimal asset allocation strategies based on capital markets projections and client objectives
  • Address strategic and tactical investment strategies
  • Advise on investment alternatives
  • Educate on modern portfolio concepts and the capital markets

Formalize Investment Policy

  • Outline investment objectives, investment guidelines, securities guidelines, and procedures for selecting and monitoring money managers
  • Establish expectations of risk and return of the portfolio, and performance measurement standards for money managers
  • Prepare written Investment Policy Statement (IPS)


  • Search for money managers based on client-specific guidelines as outlined in the IPS
  • Alternative money manager structures proposed
  • Recognition of tax consequences
  • Money manager fees and account minimums negotiated
  • Custody services secured
  • Coordinate and supervise implementation of the IPS

Ongoing Supervision

  • Comprehensive quarterly reports to include performance measurement and comparative analysis of overall portfolio and money managers
  • Personal presentation of reports to client/family
  • Discussion and documentation of changing client objectives, tactical asset allocation strategies, and portfolio rebalancing
  • Execution of appropriate changes