In the wealth management industry, there are many approaches to achieving scale. For Greg Brown, Co-CEO of Caprock, the journey to over $16 billion in assets under advisement was defined by patience, and an "unhireable" entrepreneurial spirit.
In the latest episode of Work Ethic, Ethic CEO Doug Scott sits down with Brown to discuss his transition from a technology entrepreneur to leading one of the country’s premier independent multi-family offices. From his early days building e-commerce platforms for Netscape to the gritty seven-year climb to Caprock's first billion, Brown offers a masterclass in playing the long game.
Key takeaways from the episode include:
Whether you are navigating the pace of change in private markets or building a team from zero to one, Brown’s perspective provides a roadmap for sustainable, high-integrity growth.
- When it pays to be “Unhireable”: How creating your own opportunity allows you to bypass the traditional interview process and build something truly unique.
- The 7-Year First Billion: Why Caprock chose to grow organically without outside equity or leverage, and how doing things the hard way built an unshakable firm DNA.
- The Wealth Management Tech Stack: How Brown’s background in computer science helps him navigate the shift from archaic data centers to cloud-based, AI-enabled infrastructure.
- Recruiting "Utility Players": Why the best advisors are those who understand specific asset classes deeply while maintaining the communication skills necessary to earn the trust of ultra-high-net-worth families.
- The Power of the Flywheel: How a firm that once took years to add a billion in assets now adds that same amount every few months through organic growth and selective team liftouts.