# NorthRock Partners

NorthRock Partners is a Multi Family Office based in Minneapolis, United States.

## Overview

- **Organization type:** Multi Family Office
- **Headquarters:** Minneapolis, United States
- **Region:** North America
- **Address:** Minneapolis, MN, United States
- **Founded:** 2010
- **Assets under management:** 6596 (Altss estimate)
- **Website:** northrockpartners.com
- **LinkedIn:** https://www.linkedin.com/company/northrockpartners

## Regulatory record

- **CRD number:** 167908
- **SEC file number:** 801-78194
- **Registration status:** APPROVED
- **Latest Form ADV filing:** 2026-03-31T05:00:00.000Z
- **Reports private funds:** Yes
- **Private funds reported:** 0
- **IAPD record:** https://adviserinfo.sec.gov/firm/summary/167908

## About

NorthRock Partners was established in 2010 by Rob Nelson. The firm operates as a multi-family office serving business owners, executives, athletes and entertainers. It provides integrated investment management alongside tax and estate services. The firm allocates across buyouts, growth equity, fund-of-funds, private credit, hedge funds, real estate and natural resources. Confirmed holdings include multifamily properties in Montana, South Carolina, Tennessee, Virginia, Texas, Utah, North Carolina, Georgia and Arizona. NorthRock maintains a North America geographic focus. The firm employs a cross-disciplinary team that manages client capital and lifestyle needs. In 2023 Sammons Financial Group acquired a majority stake, replacing prior backer Emigrant Partners. NorthRock also operates the NorthRock Foundation and maintains membership on the Schwab Advisory Board. NorthRock runs a dedicated NorthRock X division that supports NFLPA members. This athlete-focused unit sits alongside the core multi-family practice and draws on Nelson's own NFLPA affiliation.

## Sectors

- FinTech
- Media & Entertainment
- Sports & Wellness

## People

- Rob Nelson — CEO and Founder

## Questions

### Who runs investment decisions at NorthRock Partners?

Rob Nelson serves as CEO and Founder and leads the firm.

### How is NorthRock Partners structured relative to its clients?

The firm uses a Personal Office model that bundles investment management, tax planning and estate advisory for each client relationship.

### Does NorthRock Partners commit to external funds or focus on direct investments?

The firm uses both fund-of-funds commitments and direct co-investments or SPVs.

### What asset classes does NorthRock Partners allocate to?

Allocations span private equity, real estate, hedge funds, private credit and natural resources.

### Which regions does NorthRock Partners invest in?

The firm concentrates on opportunities in North America.

## Related profiles

- [The Cynosure Group](https://altss.com/profile/the-cynosure-group-eccles-family-office)
- [Dimension Capital Management](https://altss.com/profile/dimension-capital-management-llc)

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

Canonical page: https://altss.com/profile/northrock-partners

Maintained by Altss — https://altss.com — methodology: https://altss.com/methodology