Former VestGen CEO Josh Gerry launches Valla Wealth under Invictus
Valla is an employee-owned Chicago firm operating as a DBA of the Dynasty-backed RIA launched in 2021.
At a glance
Valla operates as a DBA of The Invictus Collective, the Dynasty Financial Partners-backed registered investment advisor launched in 2021.
Gerry told WealthManagement.com that Valla will charge clients an AUM fee only in years when the client sets a high watermark.
Josh Gerry, who stepped down as CEO of VestGen Wealth Partners in May, has launched Valla Wealth, a Chicago-based, employee-owned firm focused on high-net-worth families, WealthManagement.com reported on Oct. 15.
Valla operates as a DBA of The Invictus Collective, the Dynasty Financial Partners-backed registered investment advisor launched in 2021. Under that arrangement it will use Invictus' infrastructure, proprietary technology stack and structured notes expertise, according to the report. Gerry co-founded Valla with Michael Simon, who has more than 20 years of hedge fund and proprietary trading experience.
Gerry told WealthManagement.com that Valla will charge clients an AUM fee only in years when the client sets a high watermark. He described an "advance and protect" risk-management strategy. Valla will work on bringing bespoke customizations of Invictus' structured-note portfolios to clients, which may include establishing ETFs based on those strategies.
VestGen, Gerry's former firm, received Willow Tree credit to fund RIA acquisitions. The firm has grown to 19 firms and $8.5 billion in assets from 10 practices and $5.3 billion at its December 2024 launch, per PWD's records.
| Party | Role in the launch | Sourced detail |
|---|---|---|
| Valla Wealth | New firm | Chicago-based, employee-owned, high-net-worth families; DBA of Invictus |
| The Invictus Collective | Host RIA | Launched 2021 with Dynasty Financial Partners backing; supplies infrastructure, tech stack, structured notes expertise |
| Josh Gerry | Co-founder | Stepped down as VestGen Wealth Partners CEO in May |
| Michael Simon | Co-founder | More than 20 years in hedge fund and proprietary trading, per WealthManagement.com |
| Christian Habitz and Sarah Damsgaard | Invictus founders | Sibling team; oversaw $1 billion in assets under advisement at J.P. Morgan |
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