Joe Mallen, CEO of Modelist, recently sat down with Alex Graf, who has joined the team as Investment Consultant and Head of Model Integration. In their conversation, Alex shared insights from his extensive experience in financial services, discussed what drew him to Modelist, and explained how he plans to help advisors create tailored investment strategies that reflect their unique brands. With a deep passion for empowering advisors and a knack for innovation, Alex brings a wealth of expertise to his new role at Modelist.
Joe Mallen:
Alex, it’s awesome to finally have you on board! For those who don’t know you yet, could you give us a brief background on your professional career?
Alex Graf:
Thanks, Joe. It’s great to be here. My journey in financial services started at quite the time—September 2008. I got a crash course in how the industry operates and the gravity of what we do. I moved from the insurance world to mutual funds and sub-advisory, working with one of the largest smart beta ETF providers. From there, I held roles at trillion-dollar-plus money managers, focusing on ETFs, indexing, and SMAs within the professional investor community.
Joe:
With Modelist, we focus on building custom investment models directly for advisors. What about your background made working with us intriguing, and how do you plan to use your experience to work with our clients?
Alex:
I’ve been fortunate to engage with some of the brightest independent investors across the country, and one thing I noticed is that many models don’t reflect the personal brand of the advisors using them. The world is becoming more digital, and standing out is harder than ever.
What excites me about Modelist is how you and Kent have created a way for advisors to reflect their unique views and manage money in alignment with their brand. Your approach allows advisors to differentiate themselves in a crowded marketplace. I’m thrilled to be part of a team that prioritizes empowering advisors and showing them how to align their models with their business vision. Plus, I’m excited to learn from you both every day.
Joe:
What do you think most advisors get wrong about the investment business as it’s traditionally been run?
Alex:
To me, it comes down to understanding what you’re actually buying when you invest. It’s not just an ETF or mutual fund—it’s intellectual property (IP). Whether it’s managing a large-cap equity portfolio or producing low-cost ETFs, the value lies in someone’s expertise.
Modelist excels at leveraging decades of IP to help advisors seek better client outcomes. What we've built—offering transparent, high-quality IP as a service—is what sets Modelist apart. In this post-COVID world, businesses that help others achieve better results by providing superior IP will lead the way.
Joe:
Let’s shift gears a bit. What do you enjoy outside of work?
Alex:
Outside of work, I’m all about family. I have a wonderful wife, Leah, and a 20-month-old son, Luke. Spending time with them is my top priority.
Beyond that, I love to cook and am into competition-level smoking—I’ve got two smokers to prove it! I also play guitar, though not particularly well, and I enjoy golf, even if I’m terrible at it. Golf is more fun with a drink in hand, though, so it all balances out.
Joe:
Thanks, Alex. We’re lucky to have you on the team and excited for the journey ahead!
Alex:
Likewise, Joe. I’m thrilled to be here and can’t wait to contribute to the success of Modelist and our clients.
Make the most of these insights using Modelist. We create customized investment models for the fiduciary financial advisor. Get in touch with us at hello@modelist.me for a personal consultation.
Modelist Inc. is a registered investment adviser. Information presented is for educational purposes only and does not intend to make an offer or solicitation for the sale or purchase of any specific securities, investments, or investment strategies. Investments involve risk and, unless otherwise stated, are not guaranteed. Be sure to first consult with a qualified financial adviser and/or tax professional before implementing any strategy discussed herein. Past performance is not indicative of future performance.