Rigorous, inclusive and effective

The Investment Process

The majority of our competitors “outsource” the investment management function—meaning, they direct client dollars to outside managers, mutual funds and passive investment vehicles over which the firms have limited responsibility or control. We do things differently at Norris, Perné & French.

We take a completely active investment approach, identifying individual stocks and bonds for inclusion in client portfolios and building customized portfolios to meet our clients’ goals and priorities. We have developed a rigorous research and review process to support this, one that leverages our deep and diverse bench of expertise.


Our in-house investment professionals utilize independent and third-party research to identify businesses that meet our criteria for long-term growth potential. Each business that moves on to the review stage has already been subject to 20-40 hours of independent research by one of our investment professionals.


Once an investment professional makes his or her presentation to either the Stock or Fixed Income committee, the voting members of that committee evaluate the investment option for appropriateness in client accounts. We include people of varied experiences, opinions and perspectives on each committee to appraise investment opportunities from every angle.

We supplement our Stock and Fixed Income committees with a Macro-Economic Committee that analyzes the broader markets. Designed to cut through the “noise” of frequently released and revised economic statistics, this committee helps gauge the impact of overall market trends on current and future client portfolio holdings.


While our committees help select appropriate investment options to build our investment strategies, each portfolio manager is empowered to implement these strategies in the context of the client’s goals and priorities, even excluding certain holdings when it conflicts with a preference of a client.

This team-based approach is one more way NPF stands out from other investment firms.

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Step Two

We are a trusted investment advisor known for helping clients preserve their wealth and create peace of mind through active investment management, comprehensive and focused financial planning, and a tailored and coordinated service experience. We have served clients in Grand Rapids, West Michigan, and throughout the state and country since 1933.