View Document Text
Firm Brochure
(Part 2A of Form ADV)
OLD ROCK ASSET MANAGEMENT LLC
10 East Delaware Place, Unit 32E
Chicago, IL 60611
203-340-1041
This brochure provides information about the qualifications and business
practices of Old Rock Asset Management LLC. If you have any questions
about the contents of this brochure, please contact us at: 203-340-1041,
or by email at: Jrussell@oldrockasset.com. The information in this
brochure has not been approved or verified by the United States
Securities and Exchange Commission, or by any state securities authority.
Registration is mandatory for all persons meeting the definition of
investment advisor and does not imply a certain level of skill or training.
Additional information about Old Rock Asset Management LLC is
available on the SEC’s website at www.adviserinfo.sec.gov
January 14, 2026
Old Rock Asset Management LLC
Material Changes
Annual Update
The Material Changes section of this brochure will be updated annually when
material changes have occurred since the last annual update.
Material Changes since the Last Update
None.
Full Brochure Available
Whenever you would like to receive a complete copy of our Firm Brochure,
please contact us by telephone at: 203-340-1041 or by email at:
Jrussell@oldrockasset.com.
i
Old Rock Asset Management LLC
Table of Contents
Material Changes............................................................................................................ i
Annual Update ............................................................................................................ i
Material Changes since the Last Update .................................................................... i
Full Brochure Available ............................................................................................... i
Advisory Business ........................................................................................................ 1
Firm Description ......................................................................................................... 1
Principal Owners ........................................................................................................ 1
Types of Advisory Services ........................................................................................ 1
Asset Management .................................................................................................... 2
Termination of Agreement ......................................................................................... 2
Fees and Compensation ............................................................................................... 2
Description ................................................................................................................. 2
Fee Billing .................................................................................................................. 3
Performance-Based Fees ............................................................................................. 3
No Sharing of Capital Gains ...................................................................................... 3
Types of Clients............................................................................................................. 3
Description ................................................................................................................. 3
Account Minimums ..................................................................................................... 3
Methods of Analysis, Investment Strategies and Risk of Loss ................................. 4
Methods of Analysis ................................................................................................... 4
Investment Strategies ................................................................................................ 4
Risk of Loss ............................................................................................................... 4
Disciplinary Information ............................................................................................... 5
Legal and Disciplinary ................................................................................................ 5
Other Financial Industry Activities and Affiliations ................................................... 5
Financial Industry Activities ........................................................................................ 5
Affiliations .................................................................................................................. 5
TOC 1
Old Rock Asset Management LLC
Code of Ethics, Participation or Interest in Client Transactions and Personal
Trading ........................................................................................................................... 6
Code of Ethics............................................................................................................ 6
Participation or Interest in Client Transactions and Personal Trading........................ 6
Brokerage Practices ...................................................................................................... 6
Selecting Brokerage Firms and Custodians ............................................................... 6
Order Execution ......................................................................................................... 7
Review of Accounts ...................................................................................................... 7
Periodic Reviews ....................................................................................................... 7
Regular Reports ......................................................................................................... 7
Client Referrals and Other Compensation .................................................................. 7
Incoming Referrals ..................................................................................................... 7
Referrals Out ............................................................................................................. 8
Other Compensation .................................................................................................. 8
Custody .......................................................................................................................... 8
SEC “Custody” ........................................................................................................... 8
Account Statements ................................................................................................... 8
Investment Discretion ................................................................................................... 8
Discretionary Authority for Trading ............................................................................. 8
Voting Client Securities ................................................................................................ 9
Proxy Votes ............................................................................................................... 9
Financial Information .................................................................................................... 9
Financial Condition .................................................................................................... 9
Other Information .............................................................. Error! Bookmark not defined.
General ...................................................................................................................... 9
Brochure Supplement (Part 2B of Form ADV) ............................................................ 9
Education and Business Standards ........................................................................... 9
John W. Russell - Chief Executive Officer ............................................................... 10
TOC 2
Old Rock Asset Management LLC
Advisory Business
Firm Description
Old Rock Asset Management LLC, (“Old Rock Asset Management”), founded
in 2007, is a registered investment advisor working primarily with high net
worth individuals and their associated trusts, foundations and retirement
plans, as well as with certain institutions.
John W. Russell is the Chief Executive Officer of Old Rock Asset
Management and has been in the financial services industry since 1985.
Principal Owners
John W. Russell owns 100% of the membership interests in Old Rock
Management LLC.
Types of Advisory Services
Client accounts at Old Rock Asset Management are individually managed
and invested primarily in liquid securities. Old Rock Asset Management
develops customized portfolios based upon a client’s return objectives, risk
tolerances, existing asset exposures and cash flow requirements.
During initial consultations, Old Rock Asset Management works with clients to
help define financial goals and objectives, risk tolerances and obligations to
family and future beneficiaries. We discuss clients’ current retirement
planning and estate planning, and help to identify areas of possible
improvement. We then develop an investment portfolio that is structured to
seek to achieve a client’s long-term goals while remaining as tax-efficient as
possible while limiting annual fees and expenses.
Old Rock Asset Management is strictly a fee-only investment management
firm and does not receive commissions of any type or take payments from
any third parties.
Old Rock Asset Management is an investment advisor and does not act as a
custodian of client assets. All client assets are held by independent, third-
party custodians. Clients maintain full access to their assets and can easily
monitor individual portfolio holdings. Clients receive monthly or quarterly
statements from the custodian of their account containing an inventory and
valuation of all account positions and a description of all transactions and
other activity during the month. In addition, Old Rock Asset Management
sends quarterly reports to clients, if requested.
In general, client accounts will be reviewed on an on-going basis, with a
comprehensive review performed quarterly. Reviews will include the
rebalancing of client accounts, as required, to stay within target investment
bands reflecting clients’ investment strategies and current market conditions.
- 1 -
Old Rock Asset Management LLC
Old Rock Asset Management is generally given discretionary trading authority
over client accounts. In limited circumstances, Old Rock Asset Management
will provide services on a non-discretionary basis, providing investment
recommendations on which clients may or may not act.
As of January 14, 2026, Old Rock Asset Management had $173,876,161
under management on a discretionary basis, and $17,701,751 under
management on a non-discretionary basis.
Asset Management
Investment strategies implemented by Old Rock Asset Management primarily
utilize exchange traded funds, complemented by mutual funds and individual
fixed income and equity securities. Clients may impose restrictions on
investing in certain securities or types of securities.
Termination of Agreement
Client agreements can be terminated in writing, at any time, by either the
client or Old Rock Asset Management. Fees will be pro-rated to the date of
termination.
Old Rock Asset Management does not require any advance payments from
clients.
Client agreements may not be assigned by Old Rock Asset Management
without client consent in writing.
Fees and Compensation
Description
Old Rock Asset Management bases its fees on a percentage of assets
under management. All fees are negotiable and are generally set at less
than one percent per annum. In setting the fee, Old Rock considers many
factors including, but not limited to, total client assets under management.
Fees are charged quarterly, in arrears, based on the fair market value of the
securities in a client's account at the end of each quarterly billing period.
Old Rock Asset Management does not charge any fees in advance of
services provided.
In addition to Old Rock Asset Management's advisory fees, clients will incur
the cost of trading commissions and fees charged by the custodian of the
account. In addition to investing in individual equity or fixed income
securities, Old Rock Asset Management also invests, on behalf of clients, in
mutual funds and exchange traded funds or other investment companies
(collectively, “Funds”). The value of these Funds will be included in the
quarterly fee calculation described above. These Funds are subject to
- 2 -
Old Rock Asset Management LLC
certain fees and expenses which are described in the prospectuses of the
Funds, paid for by the Funds, but ultimately borne by investors in the
Funds. Old Rock Asset Management does not receive any portion of the
commissions, fees or expenses charged by the Funds or the custodian of a
client’s account.
If Old Rock Asset Management provides advisory services not covered by
the fee agreement outlined above, the charge for such services will be on
an hourly basis, generally at a rate of $500 per hour, depending upon the
services provided. Any such fee is subject to a client’s prior consent and
approval.
Old Rock Asset Management reserves the right to reduce or waive fees in
its discretion and to increase or decrease the minimum size account that it
will accept.
Fee Billing
Old Rock Asset Management's fees will be directly withdrawn from a client's
account pursuant to such client's prior written authorization. All fees
withdrawn from client accounts will be identified and detailed in the monthly
or quarterly statement sent to the client by the custodian of the account.
Performance-Based Fees
No Sharing of Capital Gains
Old Rock Asset Management does not charge performance-based fees. Fees
are not based on a share of the capital gains or capital appreciation of a
client’s account.
Types of Clients
Description
Old Rock Asset Management provides investment advice primarily to high net
worth individuals and their associated trusts, foundations and retirement
plans, as well as certain institutions.
Account Minimums
Old Rock Asset Management generally requires new client accounts to be a
minimum of $5,000,000. Old Rock Asset Management reserves the right to
reduce or waive fees in its discretion and to increase or decrease the
minimum size account that it will accept.
- 3 -
Old Rock Asset Management LLC
Methods of Analysis, Investment Strategies and Risk of Loss
Methods of Analysis
Security analysis methods may include charting, fundamental analysis,
technical analysis, and cyclical analysis.
The main sources of information include financial periodicals, financially-
focused websites, research materials prepared by others, corporate rating
services, timing services, annual reports, prospectuses, filings with the
Securities and Exchange Commission, and company press releases.
Investment Strategies
Old Rock Asset Management constructs customized portfolios based upon a
client’s return objectives, risk tolerances, existing asset exposures and cash
flow requirements. The primary investment strategy used for client accounts
is strategic asset allocation. Asset allocation strategies are reviewed
frequently, and adjusted when warranted, to reflect current market conditions,
the changing long-term outlook for performance in various asset classes, and
the changing needs of clients.
Old Rock Asset Management can not guarantee the future performance of a
client’s account. There is no guarantee that the investment strategy selected
for a client will result in the client’s goals being met, nor is there any
guarantee of profit or protection from loss.
Risk of Loss
The investment decisions made by Old Rock Asset Management for clients
are subject to various market, currency, economic, political and business
risks, and will not necessarily be profitable. All investment programs have
certain risks that are borne by the investor and while our investment approach
constantly keeps the risk of loss in mind, investors face investment risks
including:
•
Interest-rate Risk: Fluctuations in interest rates may cause investment
prices to fluctuate. For example, when interest rates rise, yields on
existing bonds become less attractive, causing their market values to
decline.
• Market Risk: The price of a security, bond, or mutual fund may drop in
reaction to tangible and intangible events and conditions. This type of
risk is caused by external factors independent of a security’s particular
underlying circumstances. For example, political, economic and social
conditions may trigger market events.
•
Inflation Risk: When any type of inflation is present, a dollar today will
not buy as much as a dollar next year, because purchasing power is
eroding at the rate of inflation.
- 4 -
Old Rock Asset Management LLC
• Currency Risk: Overseas investments are subject to fluctuations in the
value of the dollar against the currency of the investment’s originating
country. This is also referred to as exchange rate risk.
• Reinvestment Risk: This is the risk that future proceeds from
investments may have to be reinvested at a potentially lower rate of
return (i.e. interest rate). This primarily relates to fixed income
securities.
• Business Risk: These risks are associated with a particular industry or
a particular company within an industry. For example, oil-drilling
companies depend on finding oil and then refining it, a lengthy
process, before they can generate a profit. They carry a higher risk of
profitability than an electric company, which generates its income from
a steady stream of customers who buy electricity no matter what the
economic environment is like.
• Liquidity Risk: Liquidity is the ability to readily convert an investment
into cash. Generally, assets are more liquid if many traders are
interested in a standardized product. For example, Treasury Bills are
highly liquid, while real estate properties are not.
• Financial Risk: Excessive borrowing to finance a business’ operations
increases the risk of profitability, because the company must meet the
terms of its obligations in good times and bad. During periods of
financial stress, the inability to meet loan obligations may result in
bankruptcy and/or a declining market value.
Disciplinary Information
Legal and Disciplinary
Old Rock Asset Management and its employees have not been involved in
any legal or disciplinary events related to past or present investment clients.
Other Financial Industry Activities and Affiliations
Financial Industry Activities
Old Rock Asset Management is an independent investment advisor and is not
engaged in any other financial industry activities.
Affiliations
Old Rock Asset Management is an independent investment advisor and is not
affiliated with any other financial services company.
- 5 -
Old Rock Asset Management LLC
Code of Ethics, Participation or Interest in Client
Transactions and Personal Trading
Code of Ethics
Old Rock Asset Management and its employees operate under a Code of
Ethics that complies with the Securities and Exchange Commission's Rule
204A-1 under the Investment Advisers Act of 1940. A copy of this Code of
Ethics is available to clients or prospective clients upon request. Pursuant to
this Code of Ethics we are committed to acting solely in the best interest of
our clients including; ensuring that investment advice is suitable to meeting
the client's individual objectives, needs and circumstances; developing a
reasonable, independent basis for the investment advice provided; and
remaining loyal to clients and maintaining strict confidentiality regarding their
affairs.
Participation or Interest in Client Transactions and Personal Trading
Old Rock Asset Management or its employees may purchase and sell for
their personal accounts securities which Old Rock Asset Management has
either recommended to clients or purchased or sold for clients. Old Rock
Asset Management’s Code of Ethics requires that in these situations the
client's interests will at all times be placed first so as to avoid any actual or
potential conflict of interest. In addition, all personal trading activity must be
cleared in advance by the Chief Executive Officer of Old Rock Asset
Management. In the unlikely event that a potential conflict of interest occurs,
Old Rock Asset Management will disclose such potential conflict directly to
clients before, or at the time of, giving investment advice.
Brokerage Practices
Selecting Brokerage Firms and Custodians
Old Rock Asset Management is an independent investment advisor and does
not have any affiliation with any broker/dealers, banks or custodians.
Old Rock Asset Management will recommend banks and broker/dealers with
whom clients may want to establish a custodial account, but the choice is
solely the client’s. Old Rock Asset Management will place orders for the
client’s account through the selected custodian and the client is responsible
for paying all the fees or charges associated with the execution of these
orders. Old Rock Asset Management does not receive any portion of any
trading fees or charges.
Specific custodian recommendations are made to clients based on their need
for such services. Old Rock Asset Management recommends custodians
based on the proven integrity and financial responsibility of the firm, the best
execution of orders at reasonable commission rates and the platform of
- 6 -
Old Rock Asset Management LLC
services offered to clients and to Old Rock Asset Management to help it best
manage and administer client accounts.
Order Execution
Old Rock Asset Management maintains and manages separate accounts for
each client, and transactions for client accounts are affected independently.
Old Rock Asset Management may decide to purchase or sell the same
securities for several client accounts at approximately the same time. There is
no assurance that Old Rock Asset Management will obtain the same
execution price for each client account and, particularly in active market
conditions, the execution price in each client account may be substantially
different.
Review of Accounts
Periodic Reviews
In general, client accounts will be reviewed on an on-going basis monthly,
with a comprehensive review performed quarterly. Reviews will focus on the
performance of the account and any rebalancing necessary to stay within
target investment bands reflecting clients' investment strategies and current
market conditions. All reviews will be conducted by the Chief Executive
Officer of Old Rock Asset Management. Account reviews are performed more
frequently when market conditions dictate.
Regular Reports
Clients will receive a monthly or quarterly statement from the custodian of
their account. This statement will detail all transactions and other activity
during the period and will include an inventory and valuation of the assets in
the account.
Each quarter clients will receive a report from Old Rock Asset Management
detailing all of the securities in the client’s account as well as the investment
performance of the account, if requested.
Client Referrals and Other Compensation
Incoming Referrals
Old Rock Asset Management does not compensate referring parties for client
referrals.
- 7 -
Old Rock Asset Management LLC
Referrals Out
Old Rock Asset Management does not accept referral fees or any form of
remuneration from other professionals when a prospect or client is referred to
them.
Other Compensation
Old Rock Asset Management does not receive any form of compensation
other than client fees described under “Fees and Compensation” above.
Custody
SEC “Custody”
Although client assets are held at a third-party independent custodian, Old
Rock Asset Management is deemed to have custody of client funds solely
because of the fee deduction authority granted by the client in the investment
advisory agreement with Old Rock Asset Management. Except for this fee
deduction, we do not have authority to withdraw funds from client accounts.
Account Statements
Clients will receive a monthly or quarterly account statement from the custodian
of their account. Clients are urged to compare custodial account statements
against statements prepared by Old Rock Asset Management for accuracy.
Minor variations may occur because of reporting dates, accrual methods of
interest and dividends, and other factors. The custodial statement is the official
record of a client’s account for tax purposes. Old Rock Asset Management does
not assume responsibility for the accuracy of the information sent to clients by
any other party, including the custodian of the account.
Investment Discretion
Discretionary Authority for Trading
Old Rock Asset Management accepts discretionary authority to manage
securities accounts on behalf of clients, pursuant to written agreements
between Old Rock Asset Management and such clients.
The client approves the custodian to be used for their account. Old Rock
Asset Management does not receive any portion of the transaction fees or
charges paid by the client to the custodian.
- 8 -
Old Rock Asset Management LLC
Voting Client Securities
Proxy Votes
Old Rock Asset Management does not vote proxies on securities, unless
otherwise agreed to in writing. Clients are expected to vote their own proxies.
Financial Information
Financial Condition
Old Rock Asset Management is not required to present financial information,
including a balance sheet, because Old Rock Asset Management does not
serve as a custodian for client funds or securities, and does not require
prepayment of fees of more than $500 per client, and six months or more in
advance.
Other Information
General
The principal executive officers of Old Rock Asset Management are described
below in the Brochure Supplement.
Old Rock Asset Management is an independent investment advisor and is not
engaged in any other business.
Old Rock Asset Management does not receive any form of compensation
other than client fees described under “Fees and Compensation” above.
Old Rock Asset Management and its employees have not been involved in
any legal or disciplinary events related to past or present investment clients.
Old Rock Asset Management does not have any relationship or arrangement
with any issuer of securities.
Brochure Supplement (Part 2B of Form ADV)
Education and Business Standards
Any officer or employee of Old Rock Asset Management involved in
determining or giving investment advice to clients will, at a minimum, have
passed the Uniform Investment Adviser Law Exam (Series 65), hold a
Masters of Business Administration degree, and have work experience that
demonstrates their aptitude for investment management.
- 9 -
Old Rock Asset Management LLC
John W. Russell - Chief Executive Officer
Born - 1959
Education
1983 - 1985 University of Pennsylvania, Wharton School of Business, MBA
· Graduated with honors in Finance and Accounting
· Beta Gamma Sigma National Honor Society
1978 - 1982 University of California, Berkeley, B.A. Economics
· Graduated with Distinction; Phi Beta Kappa
Experience
2007 - Present Old Rock Asset Management, Chicago, IL
· Chief Executive Officer
2001 - 2007 Asset Management, Greenwich, CT
· Management of personal, family and trust assets
1985 - 2001 Investment Banking, New York, NY
· Lehman Brothers, Managing Director, Corporate Finance 1994-2001
· Lehman Brothers, Sr. Vice President, Corporate Finance 1991-1994
Disciplinary Information - None
Other Business Activities - None
Additional Compensation - None
Arbitration Claims - None
Self-Regulatory Organization or Administrative Proceeding - None
Bankruptcy Petition - None
- 10 -
Old Rock Asset Management LLC