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.
We are very excited to announce that Leesa Childress Sluder has joined Krull & Company as an Investment Advisor. Leesa brings with her a wealth of experience as a former banking executive and a consultant focusing on the triple bottom line.… Read the rest
Excellent opinion piece by Alan Feuer in the New York Times this weekend regarding global income inequality. Mr. Feuer writes about how some billionaires are coming out and discussing the need for change to a more equitable and sustainable system.
Sustainability can be viewed in many ways – environmental is what we typically see, but it also applies to business and economics.… Read the rest
This week, the Western North Carolina environmental non-profit, MountainTrue (which I’m the board chair) hosted the Wild & Scenic Film Festival at Asheville Community Theater. The short films were inspiring, enlightening, sobering and thought-provoking.
One entitled Why I Think This World Should End by Prince Ea in particular really grabbed me – it wasn’t exactly focused on environmental issues, but humanity.… Read the rest
At Krull & Company, many of our clients are people of faith – they make aligning their investments with their values a priority.… Read the rest
Recently, the Norwegian Government Pension Fund Global, the world’s largest sovereign wealth fund, announced that it would be selling shares of Duke Energy and other coal-burning utilities from it’s portfolio. Why is this important? Because the pension fund is one of Duke’s largest shareholders, holding around 0.76 percent of the company’s outstanding shares.… Read the rest
Sometimes you have to meet where you have to meet. Representative Beyer of Virginia is one of the new kids on the block. Because of that, his office space is limited. So, when we met with his staff on Wednesday, our meeting room doubled as a storage locker.… Read the rest
You learn a lot about the political process by walking the halls of Congress. Not much goes on in the chambers, but much goes on in the offices and halls of the Senate & House office buildings.
We started off our Tuesday morning meeting with Peter Rogoff, Undersecretary of Transportation.… Read the rest
I arrived in Washington DC last week to join 20 other business leaders as part of E2 (Environmental Entrepreneurs) advocacy week. This was a very dynamic and accomplished group and I was honored to be a part it.
They broke us up into teams and again, I was amazed at the quality of individuals they had assembled.… Read the rest
Melissa and I arrived safe and sound in DC this morning. I’m very much looking forward to heading to Capital Hill tomorrow morning with my colleagues from E2 (Environmental Entrepreneurs).
We are divided up into several groups. My group will include two other green entrepreneurs and a retired General.… Read the rest
I am looking forward to heading to Washington, DC on April 27th as part of a coalition of environmental-based entrepreneurs meeting with lawmakers and administration officials. The trip is being organized by E2, Environmental Entrepreneurs, a non-partisan community of business leaders who promote sound environmental policy that builds economic prosperity.… 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