Florence Capital Advisors

Florence Capital Advisors

Florence Capital Advisors was built by Greg Hersch, who established the firm as an SEC-registered investment advisor headquartered in New York. The firm positions itself at the intersection of multi-family wealth management and enterprise-focused deal origination, a hybrid model shaped by Hersch's dual experience in private wealth advisory and direct startup investing. The firm's website frames its independence as a fiduciary — free from corporate product mandates — as the structural backbone for objective client advice across both liquid and illiquid markets. The firm's strategy draws on a deliberately cultivated network of financial professionals, enabling clients to access public and private markets including early-stage venture, growth equity, and special situations. Florence Capital's most defining documented position is the seed investment Hersch led in CoreWeave in January 2019, an AI infrastructure company that subsequently scaled significantly. Hersch served on CoreWeave's board for nearly five years, placing the firm's investment posture squarely in enterprise technology. The firm also advises entrepreneurs on the financial implications of corporate sales, mergers, and initial public offerings, functioning as a deal-context advisor rather than just a capital allocator. Its geographic center of gravity is the United States, where it sources tech and growth-stage opportunities primarily through founder relationships. Florence Capital Advisors operates from a single New York office, maintaining a lean organizational footprint consistent with its origins as a founder-led advisory. The firm's investment approach emphasizes long-duration strategies — designing portfolios to reduce risk and enhance return over multi-year holding periods rather than short-term market timing. Client-facing technology includes client portals via eMoney and Addepar, and the firm discloses custodian relationships with Fidelity Investments and Pershing LLC for brokerage services. Greg Hersch's board tenure at CoreWeave, which began in 2019 and extended through early 2024, remains the firm's most concrete signal of operating-company engagement and thematic conviction in compute-intensive enterprise infrastructure. Florence Capital differs from a standard registered investment advisor by embedding direct deal sponsorship within a wealth management wrapper. Rather than simply allocating to third-party funds, the firm sources proprietary private-market investments and invites multi-family clients to participate alongside. This turns the advisory relationship into a co-investment conduit — a structure more common among informal family-office clubs than SEC-registered firms. The governance remains tightly held by Hersch, concentrating investment discretion and pipeline access in a single principal without an external investment committee, a configuration that rewards network density and founder bandwidth as the scarce inputs.