Homrich Berg Welcomes Michael A. Woocher as New Chief Advisory Officer and Principal

Staff Report From Georgia CEO

Tuesday, April 2nd, 2024

Homrich Berg, a leading Atlanta-based RIA serving families and investors across the country from its offices in the Southeast, is pleased to announce the appointment of Michael A. Woocher as Principal and Chief Advisory Officer. In this newly created executive role, Woocher will lead the $16 billion firm’s accomplished group of financial advisors, position the firm for continued growth by developing its next generation of advisors, and attract and integrate new advisors related to future strategic hires and acquisitions.

Woocher brings deep ties to the Atlanta community and a wealth of executive and advisory experience to his new role at Homrich Berg. Since 2015, Woocher was Managing Director and Wealth Advisor at Bernstein Private Wealth Management, leading its Atlanta office. Previously, Woocher worked for over 17 years at SunTrust Bank and its ultra-high-net-worth multi-family office affiliate, GenSpring Family Offices, both as an advisor and as an executive leader. Woocher will draw on his 25+ years of experience delivering family office services and providing leadership to client advisors as he takes on the role of Chief Advisory Officer.

Woocher’s hire marks the next major step of Homrich Berg’s evolution into an enterprise-level firm with a modern service platform, a deep bench of talented advisors, and offices in multiple states. In addition to leading the firm’s advisors, he will also stay directly connected to the client experience by advising a select group of family office client relationships.

“First and foremost, Homrich Berg is a fiduciary firm that is fully aligned with its clients’ interests. I would not join a firm that did not have this core value,” Woocher said. “The firm's reputation for excellence in the Atlanta community and its flexible, client-centered service approach and unconstrained investment platform are ideal for fostering the kind of advisory relationships I believe in. I am excited about the opportunity to join the executive team and continue the Homrich Berg tradition of individually tailored advice and high-touch client service.”

“As HB continues to add clients and expand geographically, we need an executive leader who can lead and develop talent consistently across all offices, and curate our client experience and service offering to ensure it remains the best in the industry,” said Thomas Carroll, President and CEO of Homrich Berg. “Michael joins us at an important moment in our firm’s history, and he is eager to support both our organic and inorganic growth strategies with his guidance and leadership.”

An active participant in the Atlanta community, Woocher is a current Board Member and incoming Chair of the Endowment Committee of The Lovett School and has previously served on the Boards of the Atlanta History Center, the William Breman Jewish Heritage Museum, and the Friends of the First Tee of East Lake.