OUR STORY

Built on logic. Backed by discipline.
Designed to remove emotion.

We’re not here to tell stories. We’re here to strip them out of the price.

From chaos to clarity

In the 1990s, the market was losing its mind. Dot-coms with no earnings were handed billion-dollar valuations.

We didn’t have the luxury of guessing.

So we flipped the question:
Instead of asking “Who will win?”, we asked “Who’s most likely to disappoint?”

The result was the h-factor – a logic-driven, rules-based way to eliminate the biggest source of avoidable risk: us.

Our mission today

We’ve seen how belief gets priced in. We’ve seen how even smart investors fall for the story.

So we built a process that removes bias, noise, and guesswork and replaces it with one thing: probability.

Why advisors choose us

INDEPENDENT
LOGIC-BASED
INVESTMENT
PROCESS

CONSISTENT
METHODOLOGY
ACROSS
PRODUCTS

DESIGNED
FOR CLARITY,
CONTROL, AND
CONFIDENCE

ADVISOR-FIRST
THINKING IN
EVERYTHING
WE DO

20+ Years of Successful Partnership

For more than two decades, Armen Arus and Julian Koski have focused their research on the impact of human behavior on stock prices - and why traditional factors, forecasts, and market narratives consistently fail investors.

Their work identified a differentiated source of alpha: not predicting winners, but removing the losers - the companies most likely to fail to deliver the growth implied by their stock price.

This research led to the development of the h-factor, a transparent, probability-based measure of behavioral risk used across our portfolio solutions, indexes, and advisor tools.

New Age Alpha is led by a team of experienced professionals who operate in a creative, disciplined, and entrepreneurial environment, united by one mission: deliver consistent, logic-based outcomes for our clients by avoiding overpriced stocks.