Florence Capital Advisors

Founder and CEO Greg Hersch is the sole named principal behind Florence Capital Advisors. The firm's website describes Hersch as a money manager and wealth advisor who led the seed round in CoreWeave and served on the company's board for nearly five years. No separate chief investment officer or investment committee is disclosed, indicating Hersch retains centralized discretion over both client portfolios and direct deal sourcing.

The firm relies on an expansive network of industry contacts built over nearly 15 years by Greg Hersch, which the website describes as providing direct access to private markets and leading financial professionals. The most prominent example is Hersch's seed investment in CoreWeave in January 2019, which originated through his personal connectivity in early-stage enterprise technology. No data room or auction-based sourcing model is promoted; the firm's pipeline appears founder-referral and relationship-driven.

Florence Capital Advisors operates as a multi-family office and SEC-registered investment advisor serving multiple client families. The firm's website and Form ADV disclosures distinguish it from a single-family office by soliciting and managing assets for unaffiliated clients through a fiduciary model. It does not manage a single family's consolidated balance sheet.

The firm states it can access the industry's full complement of financial products and services across all major capital markets, suggesting both direct deals and third-party fund commitments are available to clients. However, the firm's reputation revolves around direct private-market investments, exemplified by leading the CoreWeave seed round. No specific fund-commitment vehicles or manager selection disclosures are present in public materials.

Greg Hersch led the seed round investment in CoreWeave in January 2019, according to the firm's website. Hersch subsequently served on CoreWeave's board of directors for nearly five years, providing governance oversight during the company's transformation into a large-scale AI cloud infrastructure provider. This board seat is the longest-tenured corporate governance role disclosed by the firm.

The firm states it applies the same investment philosophy to client portfolios as it does to its own, which implies the Hersch family's capital is invested alongside external clients. However, no dedicated family balance sheet or segregated family vehicle is publicly disclosed. The exact proportion of internal versus external capital remains unstated.

Florence Capital Advisors identifies Fidelity Investments and Pershing LLC as its registered broker-dealer custodians, per the website's terms of use. Client-facing technology portals include eMoney for financial planning and Addepar for portfolio reporting. Neither custodian endorses the firm's investment strategy, and both relationships reflect standard RIA custody arrangements.