Pete Krull is a well-known leader in the green business community and a long-time advocate for fossil-fuel-free and sustainable, responsible, and impact (SRI) investing.
He started out his investment career at Merrill Lynch in 1998 where he honed his investment management skills and earned the firm’s Certified Financial Manager designation. He also guided his clients through the dot-com bubble and recovery.
In 2004, he hung up his shingle as Krull & Company and began the journey as a conscious entrepreneur. From the beginning, he knew that his firm would focus on responsible investing and coined the phrase, “helping you align your investments with your values.” In 2017, Krull & Company became Earth Equity Advisors.
Over the years, he has made an impact on his clients, colleagues, and communities. He was the Chair of the Asheville-based environmental non-profit MountainTrue during its recent expansion. He has guided Earth Equity Advisors’ rapid growth as well as the firm’s rise to prominence as a four-time Best for the World Certified B Corporation.
He was selected to the 2018 Investopedia 100 list of the one hundred most influential financial advisors in America and was one of the first individuals to earn the Chartered SRI Counselor™ designation from the College for Financial Planning. In 2021, Pete was featured by The Collider among the Faces of Climate City, which highlights Asheville residents who are working in the Climate industry. He was also recognized on Real Leaders’ list of 70 Environmental Leaders You Should Know and was selected among the LUMINARIES Class of 2021 by ThinkAdvisor in the category of Thought Leadership.
He is a contributor to both Forbes and Kiplinger and has been quoted in The New York Times, Money Magazine, The Washington Post, Forbes, Investors Business Daily, US News & World Report, MarketWatch, Investment News, Wealth Management, RIA Intel, and several local publications. He has written a column for Valley Business FRONT in Roanoke, Virginia, and Mountain Xpress in Asheville as well as being featured in numerous podcasts, magazines, and online articles.
His responsibilities at Earth Equity Advisors include setting the overall vision and direction of the firm as well as managing all of the firm’s sustainable, responsible, and impact portfolios. He also coordinates the firm’s marketing activities and works closely with the team to improve operations and processes.
A native of Western New York, he lives in Asheville, NC with his wife, Dr. Melissa Booth, a microbiologist, author, and the founder of The Science Communicator and a very spoiled cat, Savannah. He is a serious amateur photographer, lover of world travel, and a huge fan of the Buffalo Sabres. They live in a solar-powered house and he drives a Chevy Bolt electric car.
Geothermal energy is simply the use of the heat from the earth we live on.
Generally, it’s captured by pulling hot water and steam from beneath the surface and once the heat energy is utilized, returning it in the form of warm water to be heated again.… Read the rest
As an option for sustainable alternative power resources, wind energy is in the forefront as a viable choice. It is a renewable resource, so the supply will never deplete, and unlike conventional power plants, wind turbines or wind farms produce no pollutants or greenhouse gases.… Read the rest
Hydroelectric power, or hydropower, is the kinetic energy created by moving water captured by turbines and converted to electricity by generators.
The first thing to come to mind when the words “clean energy” are used is solar power. Solar power simply means taking the energy emitted by the sun and converting it to electricity through the use of solar panels. Harnessing the power of the sun was one of the first ways people considered as a power alternative to the traditional power sources derived from coal and natural gas for the purposes of lowering greenhouse gases and our dependence on the finite stores of fossil fuels.… Read the rest
About a year ago, my business partner Neill Yelverton and I made an important decision – a decision to form a brand new Registered Investment Advisory (RIA) firm.
Over the last six years, we have been grateful to work with Micah Porter and Minerva Planning Group in Atlanta as our RIA.… Read the rest
We were very proud to be featured in ThinkAdvisor in December. In this article, Neill and I discussed how cutting-edge technology has helped our firm not only keep a competitive edge, but also streamline the experience for our clients to give them the best service possible.… Read the rest
This article was originally drafted as a letter to our clients the day after the 2016 election.
It’s November 9th. The sun rose this morning. The birds were singing in the trees.
But, the paradigm has shifted.
Our team met this morning to discuss the results of the Presidential election and what it means for the markets, economy and ultimately, to our clients.… Read the rest
Krull & Company welcomed Lewis Perkins, the President of The Cradle to Cradle Products Innovation Institute to Asheville on September 20th. The day included an afternoon Business Roundtable at The Center for Craft, Creativity and Design moderated by journalist Darren Dahl.… Read the rest
Renowned sustainability leader and President of the Cradle to Cradle Products Innovation Institute Lewis Perkins will be the featured speaker in their third annual lecture series this September.
Perkins will present “The Industrial (r)Evolution: How A Cradle to Cradle Process Fosters Sustainability and Growth.”… Read the rest
In the 21st century, religious congregations and committees must face the necessary integration of creation care with their commitment to stewardship. This isn’t a question of if, it’s a question of how. Simply having awareness of environmental and social issues is no longer an option for stewardship.… Read the rest
You can check the background of Earth Equity Advisors on FINRAʼs Broker Check and Investment Adviser Public Disclosure.
Advisory products and services offered by Investment Adviser Representatives through Prime Capital Investment Advisors, LLC (“PCIA”), a federally registered investment adviser. PCIA: 6201 College Blvd., Suite#150, Overland Park, KS 66211. PCIA doing business as Prime Capital Financial | Wealth | Retirement | Wellness.
© 2025 – Earth Equity Advisors, LLC – All Rights Reserved.
Wrap Fee Program Brochure for Asset Management Services