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Item 1: Cover Page
Part 2A of Form ADV
Firm Brochure
March 31, 2025
Promus Capital, LLC
SEC File No. 801-69649
156 N. Jefferson St., Suite 300
Chicago, IL 60661
phone: 312-784-3990
email: compliance@promuscapital.com
This brochure provides information about the qualifications and business practices of Promus
Capital, LLC. If you have any questions about the contents of this brochure, please contact the
firm at 312-784-3990 or via email at compliance@promuscapital.com. The information in this
brochure has not been approved or verified by the United States Securities and Exchange
Commission (“SEC”) or any state securities authority. Promus Capital, LLC is registered as an
investment adviser with the SEC. Registration with the SEC or any state regulatory authority does
not imply a certain level of skill or training.
Additional information about Promus Capital, LLC is also available on the SEC’s website at
www.adviserinfo.sec.gov.
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Part 2A of Form ADV: Promus Capital, LLC Brochure
Item 2: Material Changes
This Brochure is the firm’s annual amendment. This section summarizes the material changes to
the Brochure since the firm filed its annual update on March 29, 2024. Item 5 was updated to
reflect changes made to the fees for certain services offered by the firm. Items 5 and 7 were updated
to reflect a lowered stated minimum account size, which may be waived in the firm’s sole
discretion. The firm also notes that it updated its regulatory assets under management and made
various non-material changes throughout the Brochure to clarify certain services and practices of
the firm.
If you have any questions about this Brochure or would like to request a copy of this Brochure,
please contact the firm at compliance@promuscapital.com or 312-784-3990.
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Part 2A of Form ADV: Promus Capital, LLC Brochure
Item 3: Table of Contents
Item 1: Cover Page .........................................................................................................................1
Item 2: Material Changes ...............................................................................................................2
Item 3: Table of Contents...............................................................................................................3
Item 4: Advisory Business .............................................................................................................4
Item 5: Fees and Compensation .....................................................................................................9
Item 6: Performance-Based Fees and Side-by-Side Management ...............................................13
Item 7: Types of Clients ...............................................................................................................14
Item 8: Methods of Analysis, Investment Strategies, and Risk of Loss ......................................15
Item 9: Disciplinary Information .................................................................................................21
Item 10: Other Financial Industry Activities and Affiliations .......................................................22
Item 11: Code of Ethics, Participation or Interest in Client Transactions, and Personal
Trading.............................................................................................................................25
Item 12: Brokerage Practices .........................................................................................................27
Item 13: Review of Accounts.........................................................................................................31
Item 14: Client Referrals and Other Compensation .......................................................................32
Item 15: Custody ............................................................................................................................33
Item 16: Investment Discretion ......................................................................................................34
Item 17: Voting Client Securities...................................................................................................35
Item 18: Financial Information ......................................................................................................36
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Part 2A of Form ADV: Promus Capital, LLC Brochure
Item 4: Advisory Business
Description of Your Advisory Firm
Promus Capital, LLC (“Promus Capital” or the “firm”), an Illinois limited liability company, was
founded in May 2008. Promus Capital is wholly owned by Promus Holdings, LLC (“Promus
Holdings”), whose principal owner is the Code Family Partnership, LP.
Description of Advisory Services Offered
Promus Capital is an investment advisory firm primarily offering a variety of services to
individuals, high net worth individuals, trusts, retirement plans, charitable organizations, pension
and profit sharing plans, corporations, and partnerships (collectively, “clients”). The services
provided by Promus Capital generally include portfolio management services, financial planning,
and reporting and family office services. Clients may engage Promus Capital for one, some or all
of its various services.
Portfolio Management Services
Promus Capital generally offers its portfolio management services to clients through custom asset
allocations or pursuant to model portfolio strategies. Portfolio management services may be
provided on a discretionary or non-discretionary basis.
Custom Asset Allocation
Through its strategic allocation process, Promus Capital selects and weighs the asset
classes for each client based upon appropriate levels of risk and return. Promus Capital
participates in the selection, purchase, and sale of specific securities and/or selects third-
party separate account managers to manage client accounts as part of an overall asset
allocation methodology. Accounts may include, but are not limited to, cash, equity
securities, fixed income, hedge funds, managed futures, private credit, private equity, real
estate and real assets consistent with a client’s suitability, overall investment strategy, and
risk tolerance. Depending on a client’s needs and objectives, Promus Capital may
recommend and utilize affiliated and unaffiliated money managers (for more information,
see “Promus Capital Affiliate Entities and Conflicts of Interest” below) to manage a portion
of the client’s portfolio. Such money managers will manage client assets in a discretionary
capacity that will allow the money manager to determine the type and amount of securities
to be purchased or sold for the client with respect to the client’s assets managed by that
particular money manager.
Promus Capital’s asset management services are predicated on the strategic allocation of
client assets among different asset classes with different levels of risk and return. Promus
Capital will analyze each client’s current investments, investment objectives, goals,
financial circumstances, investment restrictions and limitations, and risk tolerance, among
other factors, and implement a portfolio consistent with such investment objectives, goals,
risk tolerance, and related financial circumstances. Recommendations are tailored to meet
the specific needs, goals, and objectives of the client. Due to varying degrees of personal
and financial circumstances among clients who otherwise share a common level of risk
tolerance, clients may have materially different compositions of portfolio assets. In
addition, Promus Capital may utilize third-party software (e.g., Bloomberg, Morningstar,
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Part 2A of Form ADV: Promus Capital, LLC Brochure
Pitchbook) to analyze individual security holdings and separate account managers utilized
within the client’s portfolio.
For certain clients, Promus Capital may prepare an investment policy statement based on
the client’s investment objectives, goals, tolerance for risk, and such other factors unique
to the client, and provide appropriate recommendations and implementation decisions.
Generally, investment policy statements are created for clients who have multiple accounts,
including trusts and corporate entities, with different investment objectives and goals and
varying degrees of risk tolerance and tax sensitivity.
Promus Capital’s investment advisory services take into account a client’s personal
financial circumstances, investment objectives, and risk tolerance, among other factors.
Generally, Promus Capital’s engagement with a client will include, as appropriate, the
following:
• Providing assistance in reviewing the client’s current investment portfolio against
the client’s personal and financial circumstances as disclosed to Promus Capital in
response to a questionnaire and/or in discussions with the client and reviewed in
meetings with the firm;
• Analyzing the client’s financial circumstances, investment holdings and strategy,
and goals;
• Providing assistance in identifying a targeted asset allocation and portfolio design;
• Recommending a variety of securities including, but not limited to, public equities,
mutual funds, exchange-traded funds (“ETFs”), separate account managers and, for
appropriately qualified clients, privately placed pooled investment vehicles
(including affiliated investment vehicles);
• Reporting to the client on a triannual or quarterly basis, or at some other interval
agreed to with the client, information on contributions and withdrawals in the
client’s investment portfolio and the performance of the client’s portfolio measured
against appropriate benchmarks (including benchmarks selected by the client); and
• Proposing changes in the client’s investment policy statement and investment
portfolio in consideration of changes in the client’s personal circumstances,
investment objectives and tolerance for risk, and the performance record of the
client’s investments.
In addition to providing Promus Capital with information regarding their personal financial
circumstances, investment objectives, and tolerance for risk, clients are required to provide
the firm with any reasonable investment restrictions that should be imposed on the
management of their portfolio and to promptly notify the firm of any changes in such
restrictions or in their personal financial circumstances, investment objectives, goals, and
tolerance for risk. On a triannual or quarterly basis, Promus Capital’s reports to clients will
remind them of their obligation to inform the firm of any such changes or any restrictions
that should be imposed on the management of their accounts. Promus Capital will also
contact clients at least annually to determine whether there have been any changes in a
client’s personal financial circumstances, investment objectives, and tolerance for risk.
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Part 2A of Form ADV: Promus Capital, LLC Brochure
Subject to any written guidelines that a client may impose, Promus Capital may be granted
discretion and authority to manage the client’s account. Accordingly, Promus Capital is
authorized to perform various functions, at the client’s expense, without further approval
from the client. Such functions can include the authority to manage client portfolios in
accordance with and in securities as described in Item 8 of this Brochure. This authority
would include the determination of the price of securities to be purchased or sold and the
amount of securities to be purchased or sold.
Once the portfolio is constructed, Promus Capital provides ongoing supervision and
rebalancing of the portfolio as changes in market conditions and client circumstances may
require. Promus Capital will obtain client approval prior to executing any transaction for
non-discretionary accounts.
Promus Capital may also recommend other advisers to manage a portion of a client’s
account, including advisers affiliated with Promus Capital.
Model Portfolio Strategies
Promus Capital offers various model portfolio strategies. Promus Capital may provide the
model portfolio strategies on a non-discretionary basis or manage a client’s account on a
discretionary basis pursuant to a model portfolio strategy. The current model portfolio
strategies are as follows:
• Promus Core Equity - The Promus Core Equity strategy is designed to give clients
low cost, tax efficient exposure to the global equity markets. By utilizing ETFs, this
strategy has the flexibility to tilt the equity allocation to segments of the market that
Promus Capital believes are relatively undervalued and away from segments that
the firm believes are relatively overvalued. The investment team meets on a regular
basis to discuss the strategy. If the investment team believes the equity market is
overvalued as a whole, it may raise cash to deploy at more attractive prices.
• Promus Large Cap Quality Growth - The Promus Large Cap Quality Growth
strategy seeks to produce attractive returns by investing in large capitalization
companies which Promus Capital believes have superior business models, excellent
financials, outstanding management teams and durable franchises.
• Promus Core Income - The Promus Core Income strategy is designed to give clients
efficient exposure to the global fixed income markets. There are two iterations of
the global fixed income portfolio: one for taxable accounts and one for tax-exempt
accounts. These portfolios will generally reflect the same convictions. Promus
Capital has chosen to use tactical fixed income managers to tilt the portfolio to
attractive sectors of the fixed income market while maintaining discipline around
credit and interest rate risk.
Financial Planning Services
To the extent specifically requested by a client, Promus Capital will provide financial planning
services (including investment and non-investment related matters). Financial planning services
are typically provided as part of Promus Capital’s portfolio management services; however,
Promus Capital may charge an additional fee for such services depending on the level of service
provided and other considerations deemed relevant by Promus Capital in its sole discretion. Prior
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Part 2A of Form ADV: Promus Capital, LLC Brochure
to engaging Promus Capital to provide these services and to the extent a client has not entered into
an investment advisory agreement (also referred to as an investment management agreement) with
Promus Capital, clients are generally required to enter into an agreement setting forth the terms
and conditions of the engagement (including termination), describing the scope of the services to
be provided, and the portion of the fee that is due from the client prior to Promus Capital
commencing services if applicable.
Family Office Services
Promus Capital also offers certain reporting and family office services designed to help family
office clients organize their financial situation. The services provided will vary on a client-by-
client basis and may include, for example, the following:
• Financial planning and investment consulting;
• Reporting services;
• Administrative and reporting services;
• Risk management;
• Legacy services; and
• Cash flow management.
Investment Advisory Services to Retirement Plans and Plan Participants
Promus Capital may also provide investment advisory services to retirement plans (“Plan”) or
retirement plan participants (“Participants”). Promus Capital may prepare personal asset allocation
targets after obtaining and evaluating information concerning their individual client circumstances
provided by each Participant in response to a risk profiling questionnaire. Promus Capital may
provide recommendations as to an appropriate asset class structure and/or securities from a list of
securities approved by the plan sponsor (“Sponsor”).
The asset allocation and mutual fund recommendations made to such clients may differ from those
made by Promus Capital to high net worth and affluent individuals and institutions for one or more
of the following reasons:
• A Participant’s asset allocation target typically consists of a smaller number of asset
categories to reflect the relatively smaller size of the Participant’s investment assets.
• The Sponsor has constrained the investment alternatives from which Promus Capital may
make recommendations. In such cases, Promus Capital may be required to observe
quantitative criteria established by the Sponsor in preparing Participant-oriented lists of
mutual funds, or to confine the advice given to choices among a relatively narrow set of
investment alternatives established by the Sponsor. Participants are informed when the
Sponsor of the group imposes constraints on Promus Capital’s ability to recommend
mutual funds or other securities.
Client-Tailored Services and Client-Imposed Restrictions
Where Promus Capital has investment discretion over a client account, the account will be
managed in accordance with the client’s financial situation, investment objectives, and any
reasonable client restrictions. Promus Capital will remind clients to inform the firm of any changes
to their personal financial circumstances, investment objectives, or risk tolerance, and any
modifications or restrictions that should be imposed on the management of their accounts. Promus
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Part 2A of Form ADV: Promus Capital, LLC Brochure
Capital will also contact clients at least annually to determine whether there have been any changes
in a client’s personal financial circumstances, investment objectives, and tolerance for risk.
Client Assets Under Management
As of December 31, 2024, Promus Capital advises $1,598,360,863 of regulatory assets under
management, which includes approximately $446,984,220 of discretionary assets under
management and approximately $1,151,376,644 of non-discretionary assets under management.
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Part 2A of Form ADV: Promus Capital, LLC Brochure
Item 5: Fees and Compensation
Methods of Compensation and Fees
Portfolio Management Services
For clients who retain the firm to provide portfolio management services, Promus Capital’s fee,
payable in advance, is computed based on the market value of or best available information for the
client’s portfolio assets on the last business day of the preceding quarter. The quarterly fee is
charged at one-fourth the annual rate specified in the client’s investment advisory agreement. The
initial quarterly fee, payable on the date the account is accepted, is computed based on the market
value of or best available information for such portfolio assets on the date of such acceptance. A
pro rata refund will be made to clients who terminate Promus Capital’s services prior to quarter
end. Promus Capital generally charges an annual fee starting at 1.00% on advised assets; however,
fees are negotiable, and fees charged to advisory clients are generally in accordance with the
following schedule:
Annual Fee
1.00%
0.75%
0.65%
0.60%
0.55%
0.50%
0.45%
0.30%
0.25%
Account Size
$0 – 5 million
>$5 – 10 million
>$10 – 20 million
>$20 – 30 million
>$30 – 40 million
>$40 – 50 million
>$50 – 100 million
>$100 million
Products managed by
Advisory Affiliates1
For investment advisory services, Promus Capital generally imposes a minimum account size of
$5,000,000 in investable assets, which may be waived by the firm in its sole discretion. The current
1.00% fee for a $5,000,000 minimum account implies a minimum fee of $50,000. As such, clients
should be aware that for accounts with less than $5,000,000 in investable assets, they may be able
to find comparable services at more favorable pricing elsewhere.
Clients typically authorize the qualified custodian to automatically deduct the fee and all other
charges payable hereunder from the assets in the account when due, with such payments to be
reflected on the next account statement sent to the client. If the account lacks adequate cash to pay
such fees, the firm may liquidate securities in an amount equal to the balance of unpaid fees to pay
for the unpaid balance. Promus Capital may modify the fee at any time upon 30 days’ written
notice to the client. In the event the client has an ERISA-governed plan, fee modifications must be
approved in writing by the client.
Advisory fees are subject to the investment advisory agreement between the client and Promus
Capital. Such fees are charged quarterly in advance. The client and the client’s custodian or broker-
1 “Advisory Affiliates” refers to investment managers affiliated with Promus Capital; please see Item 10 below for
additional information.
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Part 2A of Form ADV: Promus Capital, LLC Brochure
dealer will be invoiced at the beginning of each calendar quarter, based upon the market value of
or best available information for (market value or best available information plus any credit
balance or minus any debit balance) the client’s account at the end of the prior quarter. The fees
will be prorated if the investment advisory relationship commences other than at the beginning of
a calendar quarter.
Client Payment of Fees
With respect to the payment of advisory fees, Promus Capital will not take possession of client
funds or securities at any time except to the extent that the firm may deduct fees directly from the
client’s account. Promus Capital will deduct advisory, reporting, administrative and reporting, and
custodial fees directly from the client’s account provided that (i) the client provides written
authorization to the qualified custodian, and (ii) the qualified custodian sends the client a
statement, at least quarterly, indicating all amounts disbursed from the account. The client is
responsible for verifying the accuracy of the fee calculation as the client’s custodian will not verify
the calculation.
The fees charged by Promus Capital are exclusive of administration expenses, brokerage
commissions, transaction fees, fund expenses and other related costs and expenses which shall be
incurred by a client. Custody fees will vary depending on the custodian. All brokerage charges and
related transaction costs are charged to the account(s) as they occur. Clients incur certain charges
imposed by custodians, brokers, third party managers (including managers affiliated with Promus
Capital) and other third parties such as fees charged by managers, custodial fees, deferred sales
charges, odd-lot differentials, transfer taxes, wire transfer and electronic fund fees, and other fees
and taxes on brokerage accounts and securities transactions.
Mutual funds, closed-end funds, ETFs, structured products and other pooled investment vehicles
are subject to commissions, fees and expenses which are disclosed in the fund’s prospectus or
offering documents. Such charges, fees and commissions are exclusive of and in addition to
Promus Capital’s advisory fee. Although clients will not bear any sales load for any proprietary or
affiliated funds, they may be charged a sales load for any unaffiliated funds.
Many funds offer multiple share classes available for investment based upon certain eligibility
and/or purchase requirements. For instance, in addition to more commonly offered retail mutual
fund share classes (typically, Class A (including load-waived A shares), B and C shares for mutual
funds), some funds offer institutional share classes or other share classes specifically designed for
purchase by an account for a fee-based investment advisory program. However, these share classes
may also have higher transaction costs and may have minimum purchase criteria that limit
availability to larger transactions. Clients should not assume that their assets will be invested in
the share class (regardless of the type of fund structure – mutual fund, closed-end fund, hedge
fund, private equity fund or other alternative vehicle) with the lowest possible expense ratio.
Promus Capital advises certain clients to invest in underlying funds which are advised or managed
by affiliates of Promus Capital. With respect to certain clients, Promus Capital waives a portion of
its fee with respect to an investment made in the underlying affiliated fund. Where Promus Capital
has determined not to waive or rebate any such fees, the clients will be subject to an additional
amount of fees as a result of an investment in an underlying affiliated fund. Regardless of the
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Part 2A of Form ADV: Promus Capital, LLC Brochure
determination to waive or rebate any such fees, a client will pay its pro rata share of the expenses
of any underlying affiliated fund in which the client invests. Please consult the governing
documents or other relevant offering materials for more information.
Financial Planning Services
To the extent clients engage Promus Capital for financial planning services not encompassed in its
portfolio management services, Promus Capital’s financial planning fees are generally billed on a
fixed fee basis or based upon a percentage per annum for services provided at any asset level,
depending upon the level and scope of the service(s) required and the professional(s) rendering the
service(s). Such fee arrangements are subject to negotiation.
Family Office Services
To the extent clients engage Promus Capital for reporting services not encompassed in its portfolio
management or administrative and reporting services, Promus Capital’s reporting services are
billed on a fixed fee basis. The reporting fee amount is based the number of custodial account data
feeds, individual security positions, and other individual asset line items. Fees charged to clients
for reporting services are generally in accordance with the following schedule:
Number of custodial account data
feeds, individual security positions,
and other individual asset line items
<6
6 – 15
16 – 30
31 – 50
>50
Annual Fee
$2,500
$7,500
$15,000
$25,000
$35,000
The reporting fee is an annual fee charged quarterly in advance. Such fee arrangements are subject
to negotiation. Please note that Promus Capital’s separate reporting services are typically only
available for clients to whom Promus Capital provides advisory services.
To the extent clients engage Promus Capital for administrative and reporting services not
encompassed in its portfolio management or reporting services, Promus Capital’s administrative
and reporting services fees are generally billed at 0.25% per annum charged quarterly in advance
for services provided at any asset level. Such fee arrangements are subject to negotiation. Please
note that Promus Capital’s separate administrative and reporting services are typically only
available for clients to whom Promus Capital provides advisory services.
To the extent clients engage Promus Capital for other family office services not encompassed in
its portfolio management, reporting, or administrative and reporting services, such as risk
management, legacy services, and cash flow management, Promus Capital’s fees for such services
are generally billed on a fixed fee basis or based upon a percentage per annum for services provided
at any asset level, depending upon the level and scope of the service(s) required and the
professional(s) rendering the service(s). Such fee arrangements are subject to negotiation.
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Prepayment of Client Fees
Promus Capital requires the prepayment of fees for its investment advisory, reporting, and
administrative and reporting services. Promus Capital’s fees will either be paid directly by the
client or disbursed by the client’s qualified custodian to Promus Capital, subject to prior written
consent of the client. The custodian will deliver an account statement directly to the client, at least
quarterly, showing all investment and transaction activity for the period, including fee
disbursements from the account.
Either the client or Promus Capital may terminate the investment advisory agreement with 30 days’
prior written notice to the other party. Promus Capital has the right to terminate its investment
advisory agreement with 5 days’ prior written notice for legal, regulatory, tax, reputational, or
similar considerations. Upon termination of an investment advisory agreement, any unearned,
prepaid fees will be promptly refunded.
Conflicts of Interest
When allocating investment opportunities among our investment programs, products and clients,
Promus Capital has an incentive to favor the investment programs, products and clients that
generate the most revenue for Promus Capital and its affiliates.
Through its sole owner, Promus Holdings, and certain members thereof, Promus Capital has
numerous affiliates that provide investment advisory services, as detailed in Item 10. Promus
Capital has an indirect financial incentive to recommend products managed by affiliates and other
services because revenues earned by the affiliates from such products ultimately flow to Promus
Holdings or certain of its personnel. Promus Capital has mitigated this conflict by disclosing it to
clients and reviewing accounts periodically to ensure that the investments are suitable for the client
in light of, among other factors, the client’s investment objective and financial circumstances.
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Item 6: Performance-Based Fees and Side-by-Side Management
Promus Capital does not charge performance-based compensation (i.e., fees based on a share of
capital gains on or capital appreciation of the assets of a client). If deemed appropriate for a
particular client, Promus Capital recommended investments include certain investment vehicles
managed by third parties and affiliates that charge performance-based compensation.
Performance-based compensation may create an incentive for an adviser to make investments that
are more speculative than would be the case in the absence of performance-based compensation.
Please refer to the governing documents of the applicable underlying investment vehicle for
important information concerning services, fees, risks, conflicts of interest, and other business
matters pertaining to the underlying investment vehicle.
Promus Capital advises clients that may make similar or different investments. Any allocation or
apportionment of a particular investment opportunity will be made in a manner that is fair and
equitable to all applicable clients under the circumstances taking into account various client
characteristics including, but not limited to, size, amount of available capital, investment strategy,
risk profile, liquidity, overall portfolio composition, trading activity, and tax and legal
considerations. Any action of Promus Capital with respect to a particular investment may, for a
particular client, differ from or conflict with the recommendation, advice, or actions of Promus
Capital to or on behalf of other clients.
Promus Capital has addressed these conflicts through policies and procedures designed to ensure
that all clients are treated fairly and equitably over time. Promus Capital does not consider client
performance or client fee structures when making investment and allocation decisions for clients.
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Item 7: Types of Clients
Promus Capital is an investment advisory firm offering a variety of services to individuals, high
net worth individuals, trusts, retirement plans, charitable organizations, pension and profit sharing
plans, corporations, and partnerships. Promus Capital’s provision of services is conditioned upon
meeting certain minimum criteria established by the firm for each investment program offered.
For investment advisory services, Promus Capital generally imposes a minimum account size of
$5,000,000 in investable assets, which may be waived by the firm in its sole discretion.
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Item 8: Methods of Analysis, Investment Strategies, and Risk of Loss
Methods of Analysis and Investment Strategies
Promus Capital may recommend or invest client assets in a broad range of investments, including,
but not limited to, equities, fixed income instruments, options, futures, mutual funds, ETFs, private
funds, other pooled investment vehicles, including private funds and investment vehicles managed
by affiliates of Promus Capital. Promus Capital may also assist the client in selecting one or more
appropriate managers for some or all of the client’s portfolio. Such managers typically manage
assets for clients who commit a minimum amount of assets to that manager, a factor considered
by Promus Capital when recommending managers to clients. A description of the criteria to be
used in formulating investment recommendations is set forth below.
Promus Capital may rely on the operational and investment experience of its personnel in specific
industries, its own independent research, and other third-party sources. In addition, Promus Capital
uses many sources of information to aid with portfolio construction including, for example,
financial publications, third party research materials, conference calls hosted by investment
sponsors or managers, corporate rating services, annual reports, prospectuses, and company press
releases. Please refer to the model portfolio strategies referenced in Item 4 above for additional
detail regarding certain investment strategies offered by Promus Capital. Please note that no
specific approach to investing guarantees success or positive returns. Investing in securities
involves risk of loss that clients should be prepared to bear.
Promus Capital identifies and implements the methods of analysis used in formulating investment
recommendations to clients. The methods of analysis may include quantitative methods for
optimizing client portfolios, computer-based risk/return analysis, technical analysis, statistical
analysis, and computer models utilizing long-term economic criteria. Promus Capital may employ
outside vendors or utilize third-party software to assist in formulating, evaluating and monitoring
investment recommendations to clients.
Promus Capital reviews certain quantitative and qualitative criteria related to individual securities,
funds, and managers when formulating investment recommendations for its clients. Quantitative
criteria may include the performance history of a fund or manager evaluated against that of its
peers and other benchmarks, an analysis of risk-adjusted returns, an analysis of the manager’s
contribution to the investment return (e.g., manager’s alpha), standard deviation of returns over
specific time periods, sector and style analysis, the fund or manager’s fee structure, and the
portfolio manager’s tenure.
Qualitative criteria used in recommending funds or managers include the investment objectives
and management style and philosophy of a fund or manager, a fund or manager’s consistency of
investment style, employee turnover, efficiency and capacity. Promus Capital will discuss relevant
quantitative and qualitative factors pertaining to its managed portfolios with clients.
Quantitative and qualitative criteria related to certain funds and managers are typically reviewed
by Promus Capital on at least a quarterly basis or such other interval as mutually agreed upon by
the client and Promus Capital. In addition, certain funds or managers are reviewed to determine
the extent to which their investments reflect efforts to time the market, or evidence style drift such
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Part 2A of Form ADV: Promus Capital, LLC Brochure
that their portfolios no longer accurately reflect the particular asset category attributed to the fund
or manager by Promus Capital (either of which could, under certain circumstances, be negative
factors in implementing an asset allocation structure). Based on its review, Promus Capital will
make decisions regarding the retention or discharge of a fund or manager.
Each client’s individual needs and circumstances will determine portfolio weightings and
strategies, which can have an impact on fees depending on the funds or managers utilized. Promus
Capital will endeavor to obtain equal treatment for its clients with funds or managers but cannot
assure equal treatment. Promus Capital will regularly review the activities of funds and managers
it has selected.
Material Risks of Investments
Investing in securities involves risk of loss that clients should be prepared to bear. While Promus
Capital’s investment approaches are designed to mitigate risk, there is no guarantee that clients
will not lose money. Investors in all of Promus Capital’s strategies face numerous investment risks
to varying degrees, depending on the level of exposure the strategy has to a particular type of
investment, including, but not limited to the following:
General Market Risks. Global markets are interconnected, and events like hurricanes, floods,
earthquakes, forest fires and similar natural disturbances, war, terrorism or threats of terrorism,
civil disorder, public health crises, and similar “Act of God” events have led, and may in the future
lead, to increased short-term market volatility and may have adverse long-term and wide-spread
effects on world economies and markets generally. Certain investments may have exposure to
countries and markets impacted by such events, which could result in material losses.
Equity Securities
Investing in individual companies involves inherent risk. The major risks relate to the company’s
capitalization, quality of the company’s management, business and financial profile, quality and
cost of the company’s services, the company’s ability to manage costs, efficiencies in the
manufacturing or service delivery process, management of litigation risk, and the company’s
ability to create shareholder value. In addition, foreign securities have geopolitical, financial
transparency, currency, regulatory and liquidity risks.
Warrants and Rights
Warrants, typically issued with preferred stock or bonds, give the holder the right to purchase a
given number of shares of common stock at a specified price and time. The price of the warrant
usually represents a premium over the applicable market value of the common stock at the time of
the warrant’s issuance. Warrants have no voting rights with respect to the common stock, receive
no dividends, and have no rights with respect to the assets of the issuer. Investments in warrants
and rights involve certain risks, including the possible lack of a liquid market for the resale of the
warrants and rights, potential price fluctuations due to adverse market conditions or other factors,
and failure of the price of the common stock to rise. Warrants become worthless if not exercised
within the specified time period.
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Part 2A of Form ADV: Promus Capital, LLC Brochure
Mutual Funds
The major risks of investing in a mutual fund include the quality and experience of the portfolio
management team and its ability to create value by investing in securities that have positive growth
and the portfolio’s diversification. Clients, as a shareholder of a mutual fund, will bear their pro
rata portion of the mutual fund’s advisory fee and other expenses, in addition to the fees payable
to Promus Capital.
Exchange-Traded Funds (“ETFs”)
ETFs are investment companies whose shares are bought and sold on a securities exchange. An
ETF holds a portfolio of securities designed to track a particular market segment or index. Certain
ETFs may provide exposure to a portion of the U.S. or foreign market. Clients, as a shareholder of
an ETF, will bear their pro rata portion of the ETF’s advisory fee and other expenses, in addition
to the fees payable to Promus Capital.
Investing in ETFs involves risk. ETFs can have wide price (bid and ask) spreads, thus diluting or
negating any upward price movement of the ETF or enhancing any downward price movement.
Also, regulators require ETFs to provide more frequent portfolio reporting and ETFs are thereby
more susceptible to actions by hedge funds that could have a negative impact on the price of the
ETF. Certain ETFs may employ leverage, which creates additional volatility and price risk
depending on the amount of leverage utilized, the collateral, and the liquidity of the supporting
collateral. Further, the use of leverage generally results in additional interest costs to the ETF.
Certain ETFs are highly leveraged and have additional volatility and liquidity risk. Volatility and
liquidity can severely and negatively impact the price of the ETF’s underlying portfolio securities,
thereby causing significant price fluctuations of the ETF.
Corporate Debt, Commercial Paper, and Certificates of Deposit
Fixed income securities carry additional risks including the company’s ability to retire its debt at
maturity, the current interest rate environment, the coupon interest rate promised to bondholders,
legal constraints, jurisdictional risk, and currency risk. If bonds have maturities of 10 years or
greater, they will likely have greater price swings when interest rates change. Corporate debt
obligations include corporate bonds, debentures, notes, commercial paper, and other similar
corporate debt instruments. The issuer pays the investor a fixed or variable rate of interest and
must repay the amount borrowed at maturity. Commercial paper is issued by companies to finance
their current obligations and normally has a maturity of less than nine months. Foreign bonds also
have liquidity and currency risk. Commercial paper and certificates of deposit are subject to the
level of general interest rates, the credit quality of the issuing bank, and the length of maturity.
Municipal Securities
Municipal securities carry certain unique risks including the municipality’s ability to raise
additional tax revenue or other revenue to pay interest on its debt and to retire its debt at maturity.
U.S. Government Securities
U.S. government securities include securities issued by the U.S. Treasury and by U.S. government
agencies and instrumentalities. U.S. government securities are typically supported by the full faith
and credit of the United States.
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Part 2A of Form ADV: Promus Capital, LLC Brochure
Private Placements
Private placements carry significant risk in that companies using the private placement market
conduct securities offerings that are exempt from registration under the federal securities laws,
which means that investors are not provided with the same amount of information that they would
receive if the securities offering was a public offering. In addition, the securities issued in
connection with private placements are restricted securities, which means they are not traded on a
secondary market and generally lack liquidity.
Pooled Investment Vehicles
A pooled investment vehicle is generally offered only to investors who meet certain eligibility
requirements. Pooled investment vehicles sell securities through private placements, which are
generally illiquid and subject to a variety of risks that are disclosed in each pooled investment
vehicle’s confidential private placement memorandum or disclosure document. Because many of
the securities involved in pooled investment vehicles do not have transparent trading markets from
which accurate and current pricing information can be derived, or in the case of private equity
investments where portfolio companies are privately held with no publicly traded market, the firm
will be unable to monitor or verify the accuracy of such performance information. Affiliates of
Promus Holdings manage or sponsor private pooled investment vehicles in which a particular
client may be invested (for more information, see “Promus Capital Affiliate Entities and Conflicts
of Interest” below).
Structured Products
Structured products are designed to facilitate highly customized risk-return objectives. Structured
products typically consist of a debt security that is structured to make interest and principal
payments based upon various assets, rates, or formulas. Many structured products include an
embedded derivative component. Structured products may be structured in the form of a security,
in which case these products may receive benefits provided under federal securities law, or they
may be cast as derivatives, in which case they are offered over-the-counter and subject to no
regulation.
Investment in structured products includes significant risks including valuation, liquidity, price,
credit, and market risk. One common risk associated with structured products is a relative lack of
liquidity due to the highly customized nature of the investment. Moreover, the full extent of returns
from the complex performance features is often not realized until maturity. Another risk with
structured products is the credit quality of the issuer. Although the cash flows are derived from
other sources, the products themselves are considered to be the issuing financial institution’s
liabilities. There is no uniform standard for pricing.
Government and Agency Mortgage-Backed Securities
The principal issuers or guarantors of mortgage-backed securities are the Government National
Mortgage Association (“GNMA”), Fannie Mae (“FNMA”), and the Federal Home Loan Mortgage
Corporation (“FHLMC”). GNMA creates pass-through securities from pools of government-
guaranteed mortgages. The principal and interest on GNMA pass-through securities are backed by
the full faith and credit of the U.S. government. FNMA and FHLMC issue pass-through securities
from pools of conventional and federally insured and/or guaranteed residential mortgages. FNMA
guarantees full and timely payment of all interest and principal, and FHMLC guarantees timely
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Part 2A of Form ADV: Promus Capital, LLC Brochure
payment of interest and ultimate collection of principal of its pass-through securities. Mortgage-
backed securities from FNMA and FHLMC are not backed by the full faith and credit of the U.S.
government.
Options on Securities
A call option is a contract under which the purchaser of the call option, in return for a premium
paid, has the right to buy the security (or index) underlying the option at a specified price at any
time during the term of the option. The writer of the call option, who receives the premium, has
the obligation upon exercise of the option to deliver the underlying security against payment of
the exercise price. A put option gives its purchaser, in return for a premium, the right to sell the
underlying security at a specified price during the term of the option. The writer of the put, who
receives the premium, has the obligation to buy, upon exercise of the option, the underlying
security (or a cash amount equal to the value of the index) at the exercise price. The amount of a
premium received or paid for an option is based upon certain factors including the market price of
the underlying security, the relationship of the exercise price to the market price, the historical
price volatility of the underlying security, the option period, and interest rates.
Option Contracts on Indices
An index assigns relative values to the securities included in the index. The value of the index
fluctuates with changes in the market values of such securities. Index cash options operate in the
same way as the more traditional options on securities, except that index options are settled
exclusively in cash and do not involve delivery of securities. Thus, upon exercise of index options,
the purchaser will realize and the writer will pay an amount based on the differences between the
exercise price and the closing price of the index.
Concentration Risks
There is an inherent risk for clients whose investment portfolios lack diversification (i.e.,
investment portfolios heavily weighted in one security, industry or industry sector, geographic
location, investment manager, type of investment instrument (e.g., equities (whether public or
private) versus fixed income)). Generally, clients with diversified portfolios incur less volatility
and less fluctuation in portfolio value than those with concentrated holdings. Concentrated
holdings may offer the potential for higher gain, but also offer the potential for significant loss.
Cybersecurity Risk
With the increased use of technologies such as the Internet to conduct business, Promus Capital
and its clients are susceptible to operational, information security and related risks. In general,
cyber incidents can result from deliberate attacks or unintentional events. Cyber-attacks include,
but are not limited to, gaining unauthorized access to digital systems (e.g., through “hacking”,
malicious software coding, or phishing) for purposes of misappropriating assets or sensitive
information, corrupting data, or causing operational disruption. Cyber-attacks may also be carried
out in a manner that does not require gaining unauthorized access, such as causing denial-of-
service attacks on websites (i.e., efforts to make network services unavailable to intended users).
Cyber incidents affecting Promus Capital, a client, or their service providers have the ability to
cause disruptions and impact business operations, potentially resulting in financial losses, the
inability of Promus Capital or such client to transact business, violations of applicable privacy and
other laws, regulatory fines, penalties, reputational damage, reimbursement or other compensation
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Part 2A of Form ADV: Promus Capital, LLC Brochure
costs, or additional compliance costs. Similar adverse consequences could result from cyber
incidents affecting underlying funds and or managers with which a client invests, counterparties
with which a client engages in transactions, governmental and other regulatory authorities, banks,
brokers, dealers, insurance companies and other financial institutions. In addition, substantial costs
may be incurred in order to prevent cyber incidents in the future. Although service providers for
Promus Capital and its clients have generally established business continuity plans in the event of,
and risk management systems to prevent, such cyber incidents, there are inherent limitations in
such plans and systems including the possibility that certain risks have not been identified.
Furthermore, Promus Capital and its clients cannot control the cyber security plans and systems
put in place by their respective service providers or any other third parties whose operations may
affect Promus Capital and its clients. Promus Capital and its clients could be negatively impacted
as a result.
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Part 2A of Form ADV: Promus Capital, LLC Brochure
Item 9: Disciplinary Information
Promus Capital has nothing to disclose for this item.
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Part 2A of Form ADV: Promus Capital, LLC Brochure
Item 10: Other Financial Industry Activities and Affiliations
Broker-Dealer or Representative Registration
Promus Capital is not registered as a broker-dealer and does not have an application pending to
register.
Futures or Commodity Registration
Promus Capital is not registered as a futures commission merchant, commodity pool operator, or
commodity trading advisor and does not have an application pending to register.
Material Relationships Maintained by this Advisory Business and Conflicts of Interest
Promus Capital is wholly owned by Promus Holdings, which also wholly owns Promus Asset
Management, LLC, an SEC registered investment adviser (“PAM”). Registration with the SEC or
any state regulatory authority does not imply a certain level of skill or training. Promus Access
GP, LLC, Promus Realty Partners, LLC and Promus Equity Partners, LLC are relying advisers
under PAM. PAM and its affiliates serve as the general partner, manager, or investment adviser of
private funds, as applicable.
Promus Holdings wholly owns Promus Realty Manager, LLC (dba Promus Realty Properties)
(“Promus Realty Properties”), which manages privately offered direct real estate investment
vehicles focused on residential, commercial, mixed use, and industrial properties. Certain clients
of Promus Capital and its affiliates currently, and may in the future, hold investments in
investment vehicles managed by Promus Realty Properties.
In addition, a passive minority member of Promus Holdings holds a majority interest in, and
provides day-to-day management services to, Creation Investments Capital Management, LLC,
Creation Investments Global Management, LLC, Creation Investments GP3, LLC, Creation
Investments GP4, LLC, Creation Investments GP5, LLC, CI Credit GP, LLC, and their affiliates
(collectively, “Creation”), separately operated and separately controlled managers of private
equity investment vehicles focused on international microfinance investments. Certain other
members of Promus Holdings hold passive, minority interests in Creation. In addition, certain
personnel of Promus Holdings and Promus Capital hold passive, minority interests in Broadcrest
Asset Management, LLC, a separately operated and separately controlled manager of privately
offered investment vehicles. Certain clients of Promus Capital and its affiliates currently, and may
in the future, hold investments in investment vehicles managed by Creation or Broadcrest. Promus
Capital and its affiliates have a conflict of interest in selecting or recommending investment
vehicles managed by Creation or Broadcrest to clients for investment as certain members of
Promus Holdings will receive, directly or indirectly, a share of any management fees and/or
incentive or performance fees charged to clients by Creation or Broadcrest with respect to any
such investments. Further, Promus Capital and its affiliates may be motivated to recommend
investments in investment vehicles operated by Creation or Broadcrest in order to increase the
amount of assets under management and revenues of such parties.
Promus Holdings is entitled to receive a portion of the asset-based fees and performance-based
compensation payable to Promus Venture Management, LLC and its affiliates, a venture capital
firm principally owned and controlled by a former employee of Promus Holdings (collectively,
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Part 2A of Form ADV: Promus Capital, LLC Brochure
“Venture Management”), with respect to certain investment vehicles managed by Venture
Management (the “Revenue Share”). In connection with the Revenue Share, certain affiliates of
Promus Capital hold significant economic interests in certain affiliates of Venture Management.
Venture Management is separately operated and separately controlled, and Promus Capital and its
affiliates do not maintain any management, control or voting rights with respect to Venture
Management. Certain clients of Promus Capital and its affiliates currently, and may in the future,
hold investments in investment vehicles managed by Venture Management. Promus Capital and
its affiliates have a conflict of interest in selecting or recommending investment vehicles managed
by Venture Management to clients for investment as Promus Holdings and/or its designee are
entitled to receive the Revenue Share with respect to any such investments.
Where determined appropriate by Promus Capital, clients of Promus Capital invest in private funds
managed by Promus Holdings affiliates. As a result of the conflicts described below, Promus
Capital has an incentive to recommend an investment in a private fund managed by a Promus
Holdings affiliate over another private fund. Some, but not all, of such conflicts include the
following:
• Promus Holdings affiliates will receive a management fee and, depending on the private
fund, performance-based compensation with respect to its managed of the affiliated fund.
In addition, Promus Holdings’ affiliate may be entitled to receive certain ancillary fees that
are common in the private equity and venture capital industry, such as management,
monitoring, closing, transaction, structuring, board or similar fees, from a fund or an
underlying portfolio company held by a fund (“Ancillary Fees”). These fees are in addition
to any fees a client may pay to Promus Capital.
• A client that invests in an affiliated fund will pay the client’s pro rata share of the expenses
•
of any affiliated fund.
In addition to any fees and expenses of an affiliated fund, Promus Capital clients pay a fee
to Promus Capital for its advisory services. Furthermore, certain affiliated funds are fund-
of-funds and invest with underlying managers or in underlying funds. In all such instances,
the Promus Capital client would be paying multiple layers of fees.
• The affiliated fund may offer limited or no liquidity, and thus clients of Promus Capital
may be holding the investment for an indefinite period of time. Even if the client terminates
its relationship with Promus Capital, it may be unable to withdraw from the fund.
• The investment strategies employed by an affiliated fund may be volatile and utilize
leverage. Therefore the risk of loss is increased. Any investor in an affiliated fund could
lose all or a substantial portion of their investment.
• Promus Holdings’ affiliates may share revenues and expenses.
• Persons associated with Promus Holdings may own a significant amount of an affiliated
fund, and may be subject to preferential terms such as waived or reduced management or
performance fees.
• Promus Holdings members, managers and employees may receive directly or indirectly a
share of any management and performance fees charged to a Promus Capital client by an
affiliate fund, thus creating an extra incentive to recommend investments in that fund.
The governing documents of each affiliated fund contain additional information on conflicts of
interest and fees. Promus Capital maintains policies and procedures designed to ensure that the
interests of clients are put ahead of those of its personnel or affiliates. If you have any questions
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Part 2A of Form ADV: Promus Capital, LLC Brochure
regarding the potential conflicts of interest described above, please contact your investment adviser
representative or Promus Capital’s Chief Compliance Officer at 312-784-3990.
Managers and employees of Promus Capital may also perform duties on behalf of Promus
Holdings, PAM and their affiliates. In addition to the interests discussed above, certain Promus
personnel are involved in other outside business activities, including board positions for
institutions, charities, private companies, and investment funds (including funds in which clients
may invest). Promus Capital personnel may have conflicts of interest in allocating their time and
activity between Promus Capital and other businesses with which they are associated. Promus
Capital maintains policies and procedures designed to manage and monitor the conflicts of
interests presented to Promus Capital and its clients by these activities.
Recommendation or Selection of Other Investment Advisors and Conflicts of Interest
Other than as disclosed in this Item 10 and Item 14, to the extent Promus Capital recommends or
selects other investment advisers for clients, Promus Capital neither receives compensation,
whether directly or indirectly, from those advisers nor has any other business relationships with
those advisers which result in conflicts of interest.
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Part 2A of Form ADV: Promus Capital, LLC Brochure
Item 11: Code of Ethics, Participation or Interest in Client Transactions, and Personal
Trading
Code of Ethics Description
In accordance with the Investment Advisers Act of 1940, as amended (“Advisers Act”), Promus
Capital has adopted a code of ethics (the “Code”) that includes written procedures governing the
conduct of Promus Capital personnel. Promus Capital will send clients or prospective clients a
copy of the Code upon request.
Promus Capital requires its personnel to adhere to the Code, which provides that personnel must
put the interests of Promus Capital clients first in every situation and deal fairly and objectively
with all clients when providing investment analysis, making investment recommendations, and
taking investment action. Among other things, the Code imposes certain requirements on access
persons with respect to their personal securities transactions, addresses privacy and confidentiality
obligations, and requires personnel to comply with all applicable securities laws and regulations.
Participation or Interest in Client Transactions & Personal Trading
Promus Capital advises clients that may make similar or different underlying investments. Any
allocation or apportionment of a particular investment opportunity will be made in a manner that
is fair and equitable to all applicable clients under the circumstances taking into account various
client characteristics including, but not limited to, size, amount of available capital, investment
strategy, risk profile, liquidity, overall portfolio composition, trading activity, and tax and legal
considerations. Any action of Promus Capital with respect to a particular investment may, for a
particular client, differ from or conflict with the recommendation, advice, or actions of Promus
Capital to or on behalf of other clients.
Promus Capital typically does not engage in principal trading (i.e., the practice of selling securities
to clients from a firm’s inventory or buying securities from clients into a firm’s inventory).
However, in the event Promus Capital wishes to engage in principal trading, it will follow the
requirements set forth in Section 206 of the Advisers Act prior to engaging in principal trading. In
addition, Promus Capital may recommend securities to advisory clients in which it or its affiliates
and their respective members, officers, directors, employees, principals, partners, and families
(collectively, the “Related Parties”) have an economic interest (e.g., as an investor, adviser, general
partner, or manager).
Promus Capital causes certain clients to invest in underlying funds which are advised or managed
by affiliates of Promus Capital. With respect to certain clients, Promus Capital waives a portion of
its fee with respect to an investment made in the underlying affiliated fund. Where Promus Capital
has determined not to waive or rebate any such fees, the clients will be subject to an additional
amount of fees as a result of an investment in an underlying affiliated fund. Regardless of the
determination to waive or rebate any such fees, a client will pay its pro rata share of the expenses
of any underlying affiliated fund in which the client invests. Please consult the governing
documents or other relevant offering materials for more information.
As discussed in Item 10, certain members of Promus Holdings will receive, directly or indirectly,
a share of any management fees and/or incentive or performance fees charged to investment
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Part 2A of Form ADV: Promus Capital, LLC Brochure
vehicles managed by Creation or Broadcrest. Certain clients of Promus Capital and its affiliates
currently, and may in the future, hold investments in investment vehicles managed by Creation or
Broadcrest. Promus Capital and its affiliates have a conflict of interest in selecting or
recommending investment vehicles managed by Creation or Broadcrest to clients for investment
as certain members of Promus Holdings will receive, directly or indirectly, a share of any
management fees and/or incentive or performance fees charged to clients by Creation or
Broadcrest with respect to any such investments.
As noted in Item 10, Promus Holdings and/or its designees are entitled to the Revenue Share with
respect to certain investment vehicles managed by Venture Management. Certain clients of
Promus Capital and its affiliates currently, and may in the future, hold investments in investment
vehicles managed by Venture Management. Promus Capital and its affiliates have a conflict of
interest in selecting or recommending investment vehicles managed by Venture Management to
clients for investment as Promus Holdings and/or its designees are entitled to receive the Revenue
Share with respect to any such investments.
The Related Parties may serve as advisers or managers to funds or conduct investment activities
for their own accounts. Such funds or accounts may have investment objectives or strategies
similar to those of clients. The Related Parties may engage in securities transactions for their own
accounts that differ from those recommended or effected for clients.
Promus Capital and the Related Parties may purchase or sell the same securities (including
interests in underlying investments) as are purchased or sold for or recommended to clients in
accordance with the Code. Such transactions may take place at or about the same time that such
transactions are made for or recommended to clients. The personal securities transactions by access
persons may raise potential conflicts of interest when such transactions are made in a security that
is either owned by a client or considered for purchase or sale for a client. Such conflict generally
refers to the practice of front-running (trading ahead of the client), which Promus Capital
specifically prohibits. Promus Capital has adopted policies and procedures that are intended to
address these conflicts of interest. Promus Capital will make a reasonable attempt to trade
securities in client accounts at or prior to trading the securities in its affiliate, corporate, employee,
or employee-related accounts. Promus Capital’s policy is to place the clients’ interests above those
of the firm and its employees. Promus Capital personnel must follow Promus’s procedures when
purchasing or selling the same investments purchased or sold for a client. These policies and
procedures require Promus Capital personnel to act in the client’s best interest, prohibit front-
running, and provide for the review of transactions to discover and correct any trades that result in
an advisory representative or employee benefitting at the expense of a client.
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Part 2A of Form ADV: Promus Capital, LLC Brochure
Item 12: Brokerage Practices
If a client requests the firm to arrange for execution of securities brokerage transactions for the
client’s account, Promus Capital will recommend certain broker-dealers or custodians to clients
based on an individual client’s needs and taking into consideration the nature of the services
required, the experience of the broker-dealer or custodian, the cost and quality of the services, and
the reputation of the broker-dealer or custodian. The final determination to engage a broker-dealer
or custodian recommended by Promus Capital will be made by and in the sole discretion of the
client. The client recognizes that broker-dealers and custodians have different cost and fee
structures and trade execution capabilities. As a result, there may be disparities with respect to the
cost of services and the transaction prices for securities transactions executed on behalf of the
client. Clients are responsible for assessing the commissions and other costs charged by broker-
dealers and custodians.
Promus Capital seeks to recommend a custodian/broker who will hold client assets and execute
transactions on terms that are overall most advantageous when compared to other available
providers and their services. Promus Capital considers a wide range of factors, including, among
others, the following:
• Combination of transaction execution services along with asset custody services (generally
without a separate fee for custody);
• Capability to execute, clear, and settle trades;
• Capabilities to facilitate transfers and payments to and from accounts (e.g., wire transfers,
check requests);
• Breadth of investment products available (e.g., stocks, bonds, mutual funds, exchange-
traded funds);
• Availability of investment research and tools that assist Promus Capital in making
investment decisions;
• Quality of services;
• Competitiveness of fees (e.g., commission rates, margin interest rates);
• Reputation, financial strength, and stability of the provider;
• Prior service to Promus Capital and its other clients; and
• Availability of other beneficial products and services.
Promus Capital does not utilize soft dollar arrangements. Promus Capital does not direct brokerage
transactions to executing brokers for research and brokerage services. Promus Capital does not
engage in the practice of directing brokerage commissions in exchange for the referral of advisory
clients.
Promus Capital typically recommends that clients establish brokerage accounts with the Schwab
Advisor Services division of Charles Schwab & Co., Inc., a FINRA-registered broker-dealer,
member SIPC, or Fidelity’s National Financial Services LLC, a FINRA-registered broker-dealer,
member SIPC (herein collectively referred to as “Custodian”), to maintain custody of clients’
assets and to execute securities trades on its clients’ behalf. Promus Capital is not affiliated with
Custodian. Custodian does not charge separately for custody services, but is compensated by
account holders through commissions and other transaction-related or asset-based fees for
securities trades that are executed through or that settle into Custodian accounts.
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Part 2A of Form ADV: Promus Capital, LLC Brochure
Custodian may provide Promus Capital with access to their institutional trading and custody
services, which are typically unavailable to Custodian retail investors. These services are generally
available to independent investment advisers on an unsolicited basis, at no charge to them so long
as a certain minimum amount of the adviser’s client assets are maintained in accounts at Custodian.
These services are not contingent upon Promus Capital committing to Custodian any specific
amount of business (e.g., assets in custody or trading commissions). Custodian’s brokerage
services include the execution of securities transactions, custody, research, and access to mutual
funds and other investments that are otherwise generally available only to institutional investors
or that would require a significantly higher minimum initial investment.
Custodian also makes available to Promus Capital other products and services that benefit Promus
Capital but may not directly benefit its client accounts. Many of these products and services may
be used to service all or some substantial number of Promus Capital’s accounts, including accounts
not maintained at Custodian. Custodian also makes available to Promus Capital software and other
technology that provide access to client account data (such as trade confirmations and account
statements), facilitate trade execution and allocate aggregated trade orders for multiple client
accounts when appropriate, provide research, pricing, and other market data, facilitate payment of
Promus Capital’s fees from its clients’ accounts, and assist with back-office functions,
recordkeeping, and client reporting.
Custodian also offers other services intended to help Promus Capital manage and further develop
its business. These services may include business consulting, publications and conferences on
practice management and business succession, and access to employee benefits providers, human
capital consultants, and insurance providers.
Custodian may also provide other benefits such as educational events or occasional business
entertainment of Promus Capital personnel. In evaluating whether to recommend that clients
custody their assets at Custodian, Promus Capital may take into account the availability of some
of the foregoing products and services and other arrangements as part of the total mix of factors
considered, and not solely the nature, cost, or quality of custody and brokerage services provided
by Custodian.
Custodian may make available, arrange, and pay third-party vendors for the types of services
rendered to Promus Capital. Custodian may discount or waive fees it would otherwise charge for
some of these services or all or a part of the fees of a third party providing these services to Promus
Capital.
Promus Capital may participate in institutional customer programs sponsored by broker-dealers
and recommend such broker-dealers to clients for custody and brokerage services. While there is
no direct link between Promus Capital’s participation in such programs and the investment advice
given to clients, Promus Capital receives economic benefits through its participation in the
programs that are typically not available to retail investors. These benefits may include the
following products and services (provided without cost or at a discount):
• Receipt of duplicate client statements and confirmations;
• Research-related products and tools;
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Part 2A of Form ADV: Promus Capital, LLC Brochure
• Consulting services;
• Access to a trading desk serving Promus Capital participants;
• Access to block trading, which can provide the ability, when appropriate, to aggregate
securities transactions for execution and then allocate the appropriate shares to client
accounts;
• The ability to have advisory fees deducted directly from client accounts;
• Access to an electronic communications network for client order entry and account
information;
• Access to mutual funds with no transaction fees and to certain institutional money
managers; and
• Discounts on certain products or services provided to Promus Capital by third-party
vendors.
Custodian may also pay for business consulting and professional services received by Promus
Capital, and may pay or reimburse expenses (including travel, lodging, meals and entertainment
expenses for Promus Capital’s personnel to attend conferences). Promus Capital personnel may
also attend events which involve the receipt of indirect compensation and benefits such as meals,
golf, sporting events, and related entertainment from Custodian. Some of the products and services
made available by Custodian through its institutional customer programs may benefit Promus
Capital but may not benefit its client accounts. These products or services may assist Promus
Capital in managing and administering client accounts, including accounts not maintained at
Custodian. The benefits received by Promus Capital or its personnel through participation in these
programs do not depend on the amount of brokerage transactions directed to the broker-dealer.
Promus Capital may also participate in similar institutional advisor programs offered by other
broker-dealers or trust companies, and its continued participation may require Promus Capital to
maintain a predetermined level of assets at such firms. In connection with its participation in such
programs, Promus Capital will typically receive benefits similar to those listed above.
As part of its fiduciary duties to clients, Promus Capital endeavors at all times to put the interests
of its clients first. Clients should be aware that the receipt of economic benefits by Promus Capital
or its related persons creates a potential conflict of interest and may indirectly influence Promus
Capital’s recommendation of broker-dealers for custody and brokerage services.
Occasionally, clients may direct Promus Capital to use a particular broker-dealer to execute
portfolio transactions for their accounts or request that certain types of securities not be traded in
their accounts. Clients who designate the use of a particular broker-dealer should be aware that
they will lose any possible advantage Promus Capital may derive from aggregating transactions,
where appropriate. Such client trades are typically effected after the trades of clients who have not
directed the use of a particular broker-dealer. Promus Capital loses the ability to aggregate trades,
where appropriate, with other Promus Capital advisory clients, potentially subjecting the client to
inferior trade execution prices and higher commissions.
Promus Capital, pursuant to the terms of its investment advisory agreement with clients, may have
discretionary authority to determine which securities to buy and sell, and the amount of such
securities. Promus Capital recognizes that the analysis of execution quality involves a number of
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Part 2A of Form ADV: Promus Capital, LLC Brochure
qualitative and quantitative factors. Promus Capital will follow a process in an attempt to ensure
that it is seeking to obtain the most favorable execution under the prevailing circumstances when
placing client orders. Some of these factors include but are not limited to the following:
• The financial strength, reputation, and stability of the broker;
• The ability to effect prompt and reliable executions at favorable prices;
• The availability of the broker to effect transactions of varying degrees of difficulty in the
future;
• The efficiency of error resolution, clearance, and settlement;
• Block trading and positioning capabilities;
• Performance measurement;
• Online access to computerized data regarding customer accounts;
• Availability, comprehensiveness, and frequency of brokerage and research services;
• The economic benefit to the client; and
• Related matters involved in the receipt of brokerage services.
Since Promus Capital may manage accounts with similar investment objectives, the firm may
aggregate orders for securities for such accounts, where appropriate. In such event, Promus Capital
allocates the securities purchased or sold, as well as expenses incurred in the transaction, in the
manner it considers to be the most equitable and consistent with its fiduciary obligations to such
accounts. Promus Capital’s allocation procedures seek to allocate investment opportunities among
clients in the fairest possible way, taking into account the clients’ best interests. Promus Capital
will follow procedures to ensure that allocations do not favor or discriminate against any client or
group of clients. Account performance is never a factor in trade allocations.
Orders for the same security entered on behalf of more than one client may be aggregated (i.e.,
blocked or bunched), where appropriate, if in the best interests of all participating clients.
Subsequent orders for the same security entered during the same trading day may be aggregated,
where appropriate, with any previously unfilled orders. Subsequent orders may also be aggregated,
where appropriate, with filled orders if the market price for the security has not materially changed
and the aggregation does not cause any unintended duration exposure. All clients participating in
an aggregated order will receive the average price and, subject to minimum ticket charges and
possible step outs, pay a pro rata portion of commissions.
Strategy trades may be aggregated and average priced, where appropriate. However, when a trade
is to be executed for an individual account and the trade is not in the best interests of other accounts,
then the trade will only be performed for that account. This is true even if Promus Capital believes
that a larger size block trade would lead to best overall price for the security being transacted.
Where applicable, all allocations will be made prior to the close of business on the trade date. In
the event an order is partially filled, the allocation will be made in the best interests of all clients
in the order, taking into account all relevant factors including, but not limited to, the size of each
client’s allocation, clients’ liquidity needs, and previous allocations. In most cases, accounts will
get a pro rata allocation based on the initial allocation. This policy also applies if an order is over-
filled.
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Part 2A of Form ADV: Promus Capital, LLC Brochure
Item 13: Review of Accounts
The review of client accounts is conducted by the investment adviser representative servicing the
client relationship. The investment adviser representative is also responsible for ensuring that any
significant change in a client’s investment strategy or in the concentration of a client’s assets is
appropriate for and has been reviewed with the client. Such reviews are performed no less
frequently than annually.
Promus Capital may perform ad hoc reviews on an as-needed basis if there have been material
changes in the client’s investment objectives or risk tolerance, or a material change in how Promus
Capital formulates investment advice. In addition, Promus Capital will make recommendations
and implementation decisions from time to time to rebalance and reallocate each client’s
investments in accordance with such client’s investment objectives, goals, risk tolerance, and
relevant financial circumstances.
Promus Capital engages a third party to produce triannual or quarterly written client reports that
provide account performance and compares account performance against appropriate benchmarks.
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Part 2A of Form ADV: Promus Capital, LLC Brochure
Item 14: Client Referrals and Other Compensation
Promus Capital does not currently have any agreements with any persons who refer prospective
advisory clients to the firm in return for a fee. In the future, Promus Capital may enter into referral
arrangements whereby Promus Capital pays such persons a referral fee in accordance with the
requirements of Rule 206(4)-1 of the Advisers Act and any corresponding state securities law
requirements. The payment of fees may cause such persons who make referrals to recommend
Promus Capital over another adviser that does not pay referral fees.
Promus Capital personnel may attend events which involve the receipt of indirect compensation
and benefits such as hotel accommodations, transportation, meals, golf, sporting events, and
related entertainment from one or more unaffiliated investment managers. Promus Capital
maintains policies and procedures designed to manage and monitor the conflicts of interests
presented to Promus Capital and its clients by such activities.
Personnel of Promus Capital and its affiliates may, from time to time, have opportunities to invest
or co-invest in certain business opportunities with clients. Such investments or co-investments may
yield additional benefits to such personnel in the form of receipt of favorable investment
opportunities, lower commissions or fees, lower minimum investment requirements, or other
favorable terms. These investment or co-investment opportunities may create potential conflicts
of interest in that the client presenting such opportunities may have an expectation from Promus
Capital of a favorable or preferred allocation on future investment opportunities. As a matter of
business policy, Promus does not allocate investment opportunities to clients on the basis of receipt
of client-referred co-investment opportunities.
Promus Capital may receive direct or indirect benefits for referring certain of its clients to third
parties for various services such as tax, accounting, and other professional services.
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Part 2A of Form ADV: Promus Capital, LLC Brochure
Item 15: Custody
Client assets will be maintained with a qualified custodian. In certain instances, Promus Capital is
deemed to have custody of certain of its clients’ assets under Rule 206(4)-2 of the Advisers Act
(the “Custody Rule”). Promus Capital has implemented policies and procedures to comply with
the Custody Rule’s requirements. To the extent Promus Capital has custody of a client’s assets,
Promus Capital will enter into an engagement with an independent public accountant to conduct
an independent verification of those client funds and securities of which it has custody at least
once during each calendar year. Clients will receive at least quarterly account statements directly
from their custodian containing a description of all activity, cash balances, and portfolio holdings
in their accounts. Clients should carefully review such statements. Promus Capital urges its clients
to compare the account balance(s) shown on their Promus Capital performance review to the
balance(s) on their custodian’s statements. The custodian’s statement is the official record of the
account.
In addition, as also noted in Promus Capital’s Part 1A of Form ADV, related parties of Promus
Capital, including PAM and its relying advisers as identified in Item 10 above, have custody over
Promus Capital client assets under the Custody Rule due to the related parties’ control of private
funds in which Promus Capital clients have invested. PAM and its relying advisers have
implemented policies and procedures to comply with the Custody Rule’s requirements. PAM and
its relying advisers require an annual audit of the private funds by an independent public
accountant that is registered with and subject to regular inspection by the Public Company
Accounting Oversight Board (PCAOB) and such financial statements are distributed to the
investors in the private funds in accordance with the requirements of the Custody Rule.
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Part 2A of Form ADV: Promus Capital, LLC Brochure
Item 16: Investment Discretion
Promus Capital may provide discretionary or non-discretionary portfolio management services
depending on a client’s preference and the type of securities for which the firm will provide advice.
If a client grants Promus Capital discretionary authority, clients grant a limited power of attorney
to Promus Capital with respect to trading activity in their accounts by signing the appropriate
custodian limited power of attorney form. In such cases, Promus Capital will exercise full
discretion as to the nature and type of securities to be purchased and sold and the amount of
securities for such transactions. Investment limitations may be designated by the client as outlined
in the investment advisory agreement.
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Part 2A of Form ADV: Promus Capital, LLC Brochure
Item 17: Voting Client Securities
Promus Capital does not take discretion with respect to voting proxies on behalf of its clients.
Promus Capital may make recommendations to clients on voting proxies regarding shareholder
vote, consent, election or similar actions solicited by, or with respect to, issuers of securities
beneficially held as part of Promus Capital supervised and/or managed assets.
Securities held in the accounts of clients may be the subject of class action lawsuits. Promus
Capital has no obligation to determine if securities held by the client are subject to a pending or
resolved class action lawsuit. Promus Capital also has no duty to evaluate a client’s eligibility or
to submit a claim to participate in the proceeds of a securities class action settlement or verdict.
Furthermore, Promus Capital has no obligation or responsibility to initiate litigation to recover
damages on behalf of clients who may have been injured as a result of actions, misconduct, or
negligence by corporate management of issuers whose securities are held by clients.
If Promus Capital receives written or electronic notice of a class action lawsuit, settlement, or
verdict affecting securities owned by a client, it will forward all notices, proof of claim forms, and
other materials to the client. Promus Capital may utilize electronic mail where appropriate in these
situations if the client has authorized electronic contact.
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Part 2A of Form ADV: Promus Capital, LLC Brochure
Item 18: Financial Information
Promus Capital has nothing to disclose for this item.
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Part 2A of Form ADV: Promus Capital, LLC Brochure