Long Road Investment Counsel, LLC

Long Road Investment Counsel serves individual and high‑net‑worth clients, as well as trusts, estates, and charitable institutions, providing discretionary portfolio management and related investment oversight. The firm manages diversified portfolios that include equities, corporate and municipal debt, mutual funds, and ETFs and charges percentage‑of‑assets advisory fees.

The firm emphasizes fundamental, long‑term, growth‑oriented investing, selecting companies with attractive qualitative and quantitative characteristics and seeking investment‑grade fixed‑income with shorter maturities. It tailors each portfolio through an investment policy statement developed with client input and typically implements those plans on a discretionary basis consistent with clients’ objectives, risk tolerances, tax situation, and liquidity needs.

Notable features for a firm of this size include a relatively large asset base combined with a very small client roster and a two‑advisor team, producing concentrated client relationships and high advisor resources per client. The firm’s principal also participates in a family limited partnership that holds investments similar to client portfolios (the firm discloses that the partnership is family‑only and that the principal does not trade for it), and the firm will sometimes accommodate clients transitioning from the principal’s prior firm by matching their existing advisory arrangements.