Pete 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 began his investment career at Merrill Lynch in 1998 where he earned the firm’s Certified Financial Manager designation. He honed his investment management skills as he 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 trademarked the phrase, helping you align your investments with your values®. In 2017, Krull & Company became Earth Equity Advisors.

Over the years, he has provided leadership to clients, colleagues, and communities. From chairing the Asheville-based environmental non-profit MountainTrue through a pivotal expansion to guiding Earth Equity Advisors’ rapid growth and rise to prominence as a six-time Best for the World™ honoree, Pete’s impact on the responsible investing movement is clear.

He was named one of the 100 most influential financial advisors in America by Investopedia in 2018 and became 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, NC residents who are providing leadership in the Climate industry. He was also recognized on Real Leaders’ list of 70 Environmental Leaders You Should Know alongside Sir David Attenborough, Jane Goodall, and Greta Thunberg, and was selected for the LUMINARIES Class of 2021 by ThinkAdvisor in the category of Thought Leadership & Education. Recognition continued in 2022 with Pete being announced as a finalist for the RIA Intel Awards’ ESG Advocate of the Year, appearing on AdvisorHub’s list of Fastest Growing Advisors to Watch in 2022, and receiving the 2022 Sustainable Champion Award from the North Carolina Business Council.

Pete’s expert opinion is sought after by The New York Times, Bloomberg, Money Magazine, CNBC, The Washington Post, Investors Business Daily, US News & World Report, MarketWatch, Investment News, Wealth Management, RIA Intel, Barron’s, and other notable national publications, podcasts, and channels. He is also a contributing writer to top business publications, Forbes and Kiplinger. As Partner and Director of Sustainable Investments, he is responsible for leading the firm’s SRI initiatives, including thought leadership, education, and managing the sustainable investment portfolios.

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. He is a serious amateur photographer, a lover of world travel, and a huge fan of the Buffalo Sabres. As you would expect, their house is solar-powered and their cars are electric.

He started his investment career at Merrill Lynch in 1998 and in 2004, founded Krull & Company focused on helping clients align their investments with their values. In 2017, Krull & Company became Earth Equity Advisors. The firm is a Six-time Best for the World Certified B Corporation. In 2021 and 2022, the firm was selected for the Real Leaders 150 list of the companies with the most impact in the US.

He won the ThinkAdvisor Luminaries Award for Thought Leadership and Education in 2021and was nominated for ESG Advocate of the Year by RIA Intel in 2022. He was selected to the 2018 Investopedia 100 list of the 100 most influential financial advisors in America. He has also earned the Chartered SRI Counselor® designation from the College for Financial Planning. He is a guest lecturer at Lenoir Rhyne University, Western Carolina University and UNC Asheville.

He is a contributor to both Forbes and Kiplinger and has been quoted in The New York Times, Barron’s, Money Magazine, The Washington Post, Forbes, Investors Business Daily, US News & World Report, MarketWatch, Investment News, Wealth Management, RIA Intel, and many others. He has written a column for Valley Business FRONT in 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 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 scientist, science communicator, and novelist. They live in a solar-powered house and both drive EVs.