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 five-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 TimesMoney MagazineThe Washington PostForbes, Investors Business DailyUS News & World ReportMarketWatchInvestment 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.


Financial professional is also an Investment Adviser Representative (IAR) and offers advisory services 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 Wealth Management (“PCWM”) and Qualified Plan Advisors (“QPA”). Earth Equity Advisors, LLC and PCIA are affiliates, under common control. You are encouraged to read and review the disclosure brochures for both Earth Equity Advisors, LLC and PCIA, and direct questions to your financial professional should you receive advisory services from both firms.

Locations Served

Asheville, NC

40 North Merrimon Avenue
Suite 301
Asheville, NC 28804