Grounded in strength. Built for the future.
We started off wanting to find a name that would emote feelings of strength and stability for the future. After numerous ideas and iterations, we finally found a name that symbolized what we strive to provide for our clients.
The name Avenrock was chosen since it is a combination of the French word for future, avenir, and one of the most widely recognized symbols of strength and stability, a rock/mountaintop.
What began as an exchange of ideas more than 20 years ago has evolved into a strong, long-term partnership that continues to grow and endeavors to improve outcomes for clients. Greg and Carroll met more than two decades ago, while working as colleagues in their roles as investment strategist and portfolio managers in a large bank trust department. From then on, they began collaborating and sought to share ideas on how to better preserve and help manage the wealth of their clients. Over the next few years of exchanging ideas and discussing best practices, a friendship began. Eventually, they decided that a better way to serve the needs of clients was to leave their current roles and join together as a financial advisor team.
For more than 18 years, Greg and Carroll have been partners as they seek to help manage the wealth and well-being of the clients they work with. This partnership has evolved as they continuously strive to improve the wealth management process in an effort to support each client’s unique goals and objectives.
Greg and Carroll’s practice continued to grow over the past decade at UBS Wealth Management, and in June 2026, they launched Avenrock Wealth Partners and formed a strategic relationship with Raymond James Financial Services.
WHY WE CHOSE RAYMOND JAMES
For more than 20 years, Greg and Carroll have consistently sought ways to improve the well-being of their clients. With more than half a century of combined tenure in the financial services industry, they have developed experience and knowledge of various financial institutions.
After a deliberate and diligent review of numerous possible custody and strategic relationships, they chose Raymond James Financial Services. Some of the reasons for this choice include the company’s financial strength and quality reputation, consistent long-term growth in the wealth management industry, depth of expertise in providing solutions for complex client needs, its ongoing investment in technology and, most of all, its commitment to supporting and collaboratively partnering with financial advisors and their clients.
