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Willow Grove Advisors
Willow Grove Advisors was established in 2009 by Keley Petersen after her experience in investment management and manager research. Jeff S. Petersen serves as...
Willow Grove Advisors
Willow Grove Advisors was established in 2009 by Keley Petersen after her experience in investment management and manager research. Jeff S. Petersen serves as President of Operations and co-owner. Assets originate from the founders’ professional earnings rather than a single industrial fortune. The firm allocates across public equities, growth equity, hedge funds and fund-of-funds vehicles. It maintains exposure to FinTech, media and entertainment technology, and enterprise software. Geographic reach covers North America, Europe and Asia. Liquidity terms include quarterly, semi-annual or annual redemption windows on certain components. Confirmed positions include long-term holdings in Bitcoin and Ethereum. The team maintains relationships with custodians Fidelity Investments and Charles Schwab. Additional service providers include legal counsel Duckworth & Peters and insurance broker Woodruff Sawyer. Keley Petersen participates in the Harvard Club of San Diego and leads affinity groups at ProVisors. She also serves on the Investment Committee of the United Religions Initiative Foundation. The firm operates as a fee-only RIA with an explicit ESG policy that incorporates client values constraints and socially responsible fund options. This structure separates investment management from any operating businesses held by the Petersen family.
General information
Firm type
Multi Family Office
Year founded
2009
AUM
Undisclosed
Location
Region
North America
Country
United States
City
Berkeley
Corporate office
1919 Addison Street Suite 101, Berkeley, CA 94704, United States
Principals
Keley Petersen
Founder and CEO
Jeff S. Petersen
President of Operations and Co-Owner
Sector focus
Frequently asked questions
Who runs investment decisions at Willow Grove Advisors?
Keley Petersen serves as Founder and CEO. Jeff S. Petersen acts as President of Operations and co-owner. Both are listed in the firm’s internal records as the primary decision makers.
How does Willow Grove Advisors source proprietary deal flow?
The firm leverages Keley Petersen’s prior role researching emerging managers and her current affiliations with ProVisors and Golden Gate University. These networks provide access to technology-focused opportunities.
Is Willow Grove Advisors structured as a single family office or does it operate more like a venture firm?
It functions as a multi-family office accepting external clients. The firm offers discretionary management and planning services rather than operating dedicated venture or private equity funds.
Does Willow Grove Advisors participate in fund commitments or only direct deals?
The firm uses a fund-of-funds approach alongside hedge fund and public equity allocations. Direct holdings appear limited to cryptocurrency positions and the firm’s own operating entity.
What investment stages does Willow Grove Advisors typically target?
Confirmed stages include growth equity, late-stage venture capital and public equities. The firm also maintains exposure to early-stage opportunities through fund vehicles.
Where does the underlying wealth come from?
Assets derive from the founders’ career earnings in global financial services and investment management, not from a single operating company or industrial fortune.
Does Willow Grove Advisors maintain philanthropic structures, and how are they separated?
Keley Petersen chairs the Investment Committee of the United Religions Initiative Foundation. Client philanthropic coordination occurs through separate estate and giving strategies distinct from investment mandates.
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
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