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

New Age Alpha is led by a team of skilled and experienced professionals. Over the past 20 years, company founders Armen Arus and Julian Koski have dedicated their research to the study of human behavior and its impact on stock prices.

This resulted in a process that identifies a dramatically differentiated source of alpha that is uncorrelated with traditional risk factors. With this, they built actuarial based portfolio solutions, indexes and direct indexing options that aim to avoid the losers.

It started with different thinking. It continues with different outcomes.