Sarona Asset Management Inc. (Kitchener)

Name: Sarona Asset Management Inc.
Address: 55 Victoria Street North, Unit K, Kitchener, N2 H 5 B7
Telephone: 1-519-883-7557

Sarona Asset Management Inc. is a large advisory firm based in Kitchener. It manages $224.03 million of regulatory assets for 244 client accounts. It has been registered with the SEC as an adviser since 2012.

Sarona Asset Management provides portfolio management for pooled investment vehicles and portfolio management for businesses and institutional clients. It doesn't provide financial planning services to its clients. On top of advisory services, the firm doesn't engage in other business activities.

Sarona Asset Management: assets under management

The assets under management (AUM) of Sarona Asset Management Inc. is $224.03 million. The firm's AUM has grown by 417% since the beginning of its operation, and $133.23 million of the total AUM is attributable to clients outside of the United States.

The firm manages $201.54 million in discretionary accounts and $22.49 million in non-discretionary accounts. On average, the discretionary accounts where all decisions are made on behalf of the client hold $907.83 thousand each. Non-discretionary accounts, where clients actively manage their portfolios, generally hold around $1.02 million.

Investments

The firm invests in pooled investment vehicles the most. They account for 50% of the total AUM. The second-largest asset type is other assets, which make up 50% of the firm’s portfolio.

Fees & Commissions

The advisory firm has several streams of revenue. Clients pay Sarona Asset Management Inc. for their services and products based on a percentage of assets under management and performance-based fees. The adviser charges an additional fee when a set benchmark is outperformed. These fees don’t include brokerage commissions, interest, taxes, and other account expenses.

What kind of clients J Alex Hartzler serves?

The firm provides services to charitable organizations, other investment advisers, high net worth individuals, corporations or other businesses, and pension and profit sharing plans. The largest group of clients of J Alex Hartzler is high net worth individuals with 164 clients and $74 million of assets under management. Among the 8 most similar advisory firms, Sarona Asset Management has the 4th lowest percentage of high net worth individuals out of all clients.

The amount of regulatory assets under management is $224.03 million for 244 clients that can include trusts, estates, and 401(k) plans and IRAs of individuals and their family members. 38% of the firm’s clients are foreign persons or businesses.

Sarona Asset Management also advises several private funds. Namely, four private equity funds. The minimum investment commitment required of non-related persons ranges from $100,000 to $250,000.

Careers at Sarona Asset Management Inc.

The company employs 16 people that are either part- or full-time employees. 31 percent of the employees work as investment advisers or researchers. No employees are registered as investment adviser representatives with the state securities authorities.

There isn’t anyone with the role of looking for and bringing in new clients on behalf of the firm. The firm compensates employees in addition to the salary for bringing in new clients. Employees don’t receive compensation from other entities for client referrals.

J Alex Hartzler has been acting as President since 1 Dec 2009. Paulus Jahoda Ingram joined the executive team most recently as the Shareholder.

Direct owners and executive officers

Name	Entity	Date acquired	Ownership	Employer ID
Mennonite Economic Development Associates	Shareholder	1 Dec 2009	Other	23-7398678
Serge Levert Chiasson	Coo, cco & vice-president	1 Dec 2009	Other	6054792
Gerhard None Pries	Ceo & president	1 Dec 2009	Other	5779604
J Alex Hartzler	Chairman	1 Dec 2009	Other	2335901
Serge Nmn Levert Chiasson	Partner, md impact investment advisory, cco	1 Dec 2009	Other	6054792
Gerhard Nmn Pries	Managing partner	1 Dec 2009	Other	5779604
Vivina Berla	European managing director & shareholder	1 Oct 2011	25% - 50%	2517910
Vivina Nmn Berla Bertolli	European managing director & shareholder	1 Oct 2011	Other	2517910
Malbec Holdings Inc.	Shareholder	1 Dec 2011	25% - 50%	84563 3106 rc0001
Muscadet Holdings Inc	Shareholder	1 Dec 2011	25% - 50%	84563 2504 rc0001
Menno Derks	Managing director of pe investments	1 Oct 2014	Other	6466097
Reef Invest Bv	Shareholder	1 Oct 2014	Other	foreign
Menno Maarten Derks	Partner, md fund investments	1 Oct 2014	Other	6466097
Rocaum Llc	Shareholder	1 Aug 2019	Other	84-2779897
Laura Dawn Brightsen	Managing director of strategy and marketing	1 Aug 2019	Other	6746012

Indirect Owners

The SEC currently registers 9 indirect owners.

Name	Entity	Date acquired	Ownership	Employer ID
Gerhard None Pries	Shareholder	1 Dec 2011	Other	5779604
Serge Levert Chiasson	Shareholder	1 Dec 2011	Other	6054792
Jessica Luella West	Shareholder	1 Dec 2011	Other	6058460
Hilda Pries	Shareholder	1 Dec 2011	Other	6058515
Gerhard Nmn Pries	Shareholder	1 Dec 2011	Other	5779604
Serge Nmn Levert Chiasson	Shareholder	1 Dec 2011	Other	6781095
Vivina Bertolli Berla	Shareholder	1 Dec 2011	Other	6781102
Hilda Louise Pries	Shareholder	1 Dec 2011	Other	6781098
Paulus Jahoda Ingram	Shareholder	1 Aug 2019	Other	6255172

Based in Kitchener

The principal office where Sarona Asset Management Inc. performs its advisory services is located at 55 Victoria Street North, Unit K, Kitchener, N2 H 5 B7, which is also the mailing address of the firm. An additional office of the firm is in New York, NY. The firm also has an office outside of the United States.

You can reach the main office by calling the phone number 1-519-883-7557 or by fax 1-519-725-9083. The normal business hours are 9am-5pm est on Monday - Friday. You can find more information about the New York firm at saronafund.com.