Wealth of recognition

Hollister resident guides business into Top 500 of the trade
A local financial management firm has been named one of the top
500 wealth advisory firms in the country by Wealth Manager
magazine.
Willow Ridge Capital Advisors Founder Steve Merrell started his
company in Hollister in 2001, after he moved here with his family.
He recognized a high quality of life in San Benito County and
wanted to help residents maintain that way of life, according to
Merrell.
Prior to starting Willow Ridge, Merrell spent 12 years with
American Express, where he served as vice president and senior
portfolio manager. According to Merrell’s promotional materials,
during that time he was responsible for managing several mutual
funds and American Express’s fixed income investments in the
emerging markets. His role required him to meet with government and
business leaders around the world, including the president of
Hungary, the former prime minister of Russia, finance ministers and
central bankers in Argentina, Brazil, Chile, Venezuela, Kenya,
Thailand, Indonesia, Malaysia, and Korea.
Working with governments was exciting, but the position left him
feeling removed from the lives of the people his decisions
affected.
”
I wanted to help families,
”
Merrell said.
”
We want to provide a level of service that enables clients to
pursue their dreams with confidence.
”
Merrell has a healthy family of his own. He and his wife,
Jeanne, have five children.
When Merrell started Willow Ridge he said it was his goal to
take the rigor and techniques major institutions use to manage
their money and make them accessible to families.
Merrell’s first office was on San Benito Street, and though the
company has grown and the main office has moved from Hollister to
Monterey
– with a second office in Pleasanton – the firm has remained
small. In fact, aside from Merrell and co-founder Gary Alt, the
company only has two employees.
Though his office has moved from Hollister to Monterey, Merrell
and his family have stayed in Hollister and have no plans of
moving.
That is part of the reason that Merrell was surprised when he
found out his firm had earned the Top 500 distinction three weeks
ago.
”
To be in the Top 500 is such an honor, especially for such a
young company,
”
Merrell said.
”
Our mission is to provide clients with the tools and processes
to confidently meet their goals. Our approach helps clients gain
better control over their financial resources and gives them
greater confidence about their future.
”
Clients who come to Willow Ridge typically have already
demonstrated they know how to make money. They may even be doing
fairly well at managing or investing it themselves, but they want a
level of confidence that could never be achieved without completely
immersing themselves in every detail.
Merrell knows his company is unique. There isn’t another capital
advisory company like his in San Benito County and few in Monterey
County with his level of experience.
Willow Ridge usually requires a $500,000 minimum in order to
stage a consultation; however, much of their business comes from
referrals, so if someone was referred to them who had less than the
required amount, they would consider it.
”
I feel strong about our business model,
”
Merrell said.
”
We’re fiercely independent and that speaks a lot to this county.
We guard our independence and we have no affiliations to any firm
at all. Our clients see that we maintain the highest standards.
When people sit down and talk with us, they usually end up becoming
clients.
“