Fenton, MI Office

Altar Rock primarily serves high‑net‑worth individuals, families, and trusts, providing discretionary portfolio management and financial planning as ongoing services. The firm also accepts standalone planning engagements and may advise on or manage assets held within insurance structures such as Private Placement Life Insurance (PPLI) and Private Placement Variable Annuities (PPVA), in addition to allocating to third‑party managers, private funds, and alternative investments.

The firm’s investment process blends qualitative and quantitative analysis overseen by an Investment Committee, with attention to asset allocation, tax‑aware portfolio construction, manager selection, and regular rebalancing; client portfolios are reviewed at least quarterly. Altar Rock uses proprietary planning and modeling tools through an affiliated entity (Path Matters LLC) and may implement strategies that include direct‑indexing, tax‑aware approaches, or manager strategies that employ leverage, shorting, or other tactical techniques when appropriate.

Noteworthy for a firm of its size, Altar Rock has an insurance affiliate (Altar Rock Insurance LLC) and supervised persons who are registered representatives of the broker‑dealer Simplicity Investments, which means the firm and its affiliates may receive insurance‑related or broker‑dealer compensation in connection with PPLI/PPVA and similar arrangements. The brochure discloses these compensation sources and related conflicts, notes the firm may offset advisory fees to address such compensation, and states that commissions do not constitute a majority of its revenue.