The newly-launched firm takes a more "customized" approach to managing clients' money at a time when the sector has become increasingly commoditized, its founder says.

Financial advisor Anna Rathbun has launched a new firm that delivers customized investment solutions to individuals and families.

The firm, based in Cleveland, Ohio, is called Grenadilla Advisory; Rathbun serves as founder and chief executive. She brings more than a decade of experience in investment strategy and portfolio construction, most recently she was chief investment officer at CBIZ Investment Advisory Services.

“Our industry has seen increasing commoditization in recent years, and I believe there is a growing demand for more discerning, tailored investment advice,” Rathbun said. “With Grenadilla, our goal is to bring institutional-grade insight and access to families and individuals who value a thoughtful, high-touch approach.”

Alongside its focus on private market opportunities, Grenadilla Advisory will also employ actively managed, ETF-based strategies to provide tax-efficient exposure to public market performance, the firm said in a statement.

Before joining CBIZ, Rathbun served as managing director at Clearstead, a financial advisory business working with high net worth families and institutional clients. She holds a degree in economics from Harvard University and is also a classically trained musician.

The firm’s name references grenadilla wood, a dense material traditionally used in high-performance woodwind instruments.

“Just as instruments in an orchestra must work in harmony, the elements of a portfolio should be composed to complement each other,” Rathbun said. “Our approach is rooted in close collaboration with clients, clear communication, and a contextual understanding of the global market environment.”