# Financial Counseling Associates

Financial Counseling Associates is an Asset Manager based in New York, United States.

## Overview

- **Organization type:** Asset Manager
- **Headquarters:** New York, United States
- **Region:** North America
- **Address:** New York, NY, United States
- **Founded:** 1985
- **Assets under management:** $500M - $1B (Altss estimate)
- **Website:** financialcounseling.com

## Regulatory record

- **CRD number:** 115123
- **SEC file number:** 801-79159
- **Registration status:** Registered
- **Reports private funds:** No
- **IAPD record:** https://adviserinfo.sec.gov/firm/summary/115123

## About

FINANCIAL COUNSELING ASSOCIATES, INC is an SEC-registered investment adviser since 2014. The firm manages $104 million in assets, $97 million on a discretionary basis. It has 2 employees and 2 investment advisers.

## Sectors

- Real Estate
- Private Credit
- Value Equity

## People

- Martin J. Gross — President & Chief Investment Officer
- Steven Gross — Senior Portfolio Manager

## Questions

### Who runs investment decisions at Financial Counseling Associates?

Martin J. Gross is the founder, president, and chief investment officer. He has led the firm's investment strategy since 1985, applying a value-oriented framework across both public equities and private credit. His son Steven Gross serves as a senior portfolio manager and is active in the credit underwriting process.

### Does Financial Counseling Associates participate in fund commitments or only direct deals?

The firm does not operate as a fund-of-funds and does not allocate to third-party managers. All deployment is direct—either into publicly traded equities through its value strategy or into privately originated loans through its affiliated lending vehicle, Financial Credit LLC. This direct-only posture eliminates layered fees and gives the investment team full control over the underwriting.

## Related profiles

- [Financial Client](https://altss.com/profile/financial-client)
- [Financial Design & Research](https://altss.com/profile/financial-design-and-research)

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Last updated: 2026-06-03T20:00:00.000Z

Canonical page: https://altss.com/profile/financial-counseling-associates-inc

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