Our Story
We're not here to tell stories. We're here to strip them out of the price.
In the 1990s, the market was losing its mind. Dot-coms with no earnings were handed billion-dollar valuations.
We didn't have the luxury of guessing.
So we flipped the question:
Instead of asking "Who will win?", we asked
"Who's most likely to disappoint?"
The result was the h-factor – a logic-driven, rules-based way to eliminate the biggest source of avoidable risk: us.
We've seen how belief gets priced in. We've seen how even smart investors fall for the story.
So we built a process that removes bias, noise, and guesswork and replaces it with one thing: probability.
Independent logic-based investment process
Consistent methodology across products
Designed for clarity, control, and confidence
Advisor-first thinking in everything we do
Over the past twenty years, Armen Arus and Julian Koski have dedicated their research to the study of human behavior and its impact on stock prices.
They identified a dramatically differentiated source of alpha that is uncorrelated with traditional risk factors and managers. With this, they built actuarial based portfolio solutions, indexes and direct indexing options that aim to avoid the losers.
New Age Alpha is led by a team of skilled and experienced professionals. We work together in a creative and entrepreneurial environment with a mission to deliver results for our clients.
