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Rob Santos founded Arrowroot in 2013 with a singular conviction: that families and the businesses behind them deserve the deeply personalized, institutional-caliber advisory long reserved for the ultra-wealthy. As CEO, he leads the firm across its three practices, Arrowroot Wealth Advisors, Arrowroot Family Office, and Arrowroot Business Advisors, chairs the investment committees of the family office and its affiliated investment partnerships, and oversees the full breadth of client relationships and strategic direction. His own practice centers on senior advisory work for families with significant wealth and the operators who built it, spanning investment management, financial and tax planning, M&A advisory, family governance, and philanthropic strategy. What drives him most is helping families and organizations define what success means to them and building the frameworks to get there.
Rob brings more than two decades of financial services experience to his clients. Before founding Arrowroot, he was a Director at a multi-family office and investment bank, where he managed assets for domestic and international clients. Earlier, he held positions advising public bodies, money management firms, and public and private companies. His path in finance began during his senior year at UCLA, when an internship on Bear Stearns' institutional fixed income desk sparked a passion that has defined his career. He earned his undergraduate degree from the University of California, Los Angeles.
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