Private Wealth Advisor, Managing Director, Wealth Management, Senior Portfolio Management Director, Alternative Investments Director
Morgan Stanley Private Wealth Management
Croce Wealth Management
Direct:
(516) 683-3201(516) 683-3201
Our Mission Statement
We offer highly customized solutions to help you preserve and enhance your wealth and empower the pursuit of your greater life goals.
Our Story and Services
We are a team of highly experienced investing, wealth planning and client service professionals who work with a select clientele of affluent families and individuals. Many of these relationships began during a time of transition, often a promotion to the executive suite, the sale of a closely held business or the rebuilding of a financial life after a divorce or death in the family. These are times that present a level of financial complexity that calls for an experienced perspective, specialized resources and advisors who take the time to understand your needs and concerns.
While your family is unique, you may share certain challenges and opportunities with the clients we assist. Our goal is to serve as close family advisors who can help you make well-informed decisions and put them into action. We can craft a highly customized investment portfolio within a comprehensive wealth management plan that touches every aspect of your financial life. We are on call to help you sort through the financial considerations of major life decisions, and to deliver a consistently superior level of service.
We look forward to learning more about you, your family and your hopes for the future, and to discussing how we can help you on that journey.
Our Services
• Comprehensive Wealth Planning
• Portfolio Management
• Cash Management & Lending
• Pre-liquidity Planning
• Business Succession
• Risk Management
• Tax, Trust & Estate Advisory Services
• Philanthropy Management
• Family Governance & Wealth Education
• Lifestyle Advisory Services
While your family is unique, you may share certain challenges and opportunities with the clients we assist. Our goal is to serve as close family advisors who can help you make well-informed decisions and put them into action. We can craft a highly customized investment portfolio within a comprehensive wealth management plan that touches every aspect of your financial life. We are on call to help you sort through the financial considerations of major life decisions, and to deliver a consistently superior level of service.
We look forward to learning more about you, your family and your hopes for the future, and to discussing how we can help you on that journey.
Our Services
• Comprehensive Wealth Planning
• Portfolio Management
• Cash Management & Lending
• Pre-liquidity Planning
• Business Succession
• Risk Management
• Tax, Trust & Estate Advisory Services
• Philanthropy Management
• Family Governance & Wealth Education
• Lifestyle Advisory Services
Check the background of Our Firm and Investment Professionals on FINRA's BrokerCheck.*
About PWM
Founded in 1977, Private Wealth Management is the division of Morgan Stanley Wealth Management that is dedicated to serving the firm’s most affluent clients, including some of the world’s most accomplished entrepreneurs, executives and stewards of multigenerational wealth. Functioning as an exclusive investment boutique within a global financial firm, we deliver sophisticated solutions that leverage the intellectual capital and insight of Morgan Stanley’s substantial global resources. Drawing on a deep understanding of your financial life, our goal is to help you:
- Manage investments with an unwavering focus on your financial strategy and personal goals
- Create comprehensive, multigenerational wealth management plans based on your needs, challenges and the values that guide your life and legacy
- Simplify financial complexity to help you achieve clarity and control
Private Wealth Management Highlights
- Approximately 300 teams specialized in assisting individuals and families with $20MM+ in investable assets
- Over $1.2 trillion in AUM
- Comprising 26% of the Barron’s Top 100 Financial Advisors list for 2025
- Direct access to ultra high net worth experts in philanthropy, family dynamics, wealth transfer, lifestyle advisory and other areas of interest to ultra high net worth families
1 Morgan Stanley Wealth Management, September 2025
Source: Barron's (Awarded March 2025) This ranking was determined based on an evaluation process conducted by Barron's for the period Oct 2023-Sept 2024. Neither Morgan Stanley Smith Barney LLC nor its Financial Advisors or Private Wealth Advisors paid a fee to Barron's to obtain or use the ranking. This ranking is based on an algorithm that includes client retention, industry experience, review of compliance records, firm nominations, and quantitative criteria, including assets under management and revenue generated for their firms. Investment performance is not a criterion. Rankings are based on the assessment of Barron's and may not be representative of any one client’s experience. This ranking is not indicative of the Financial Advisor’s future performance. Morgan Stanley Smith Barney LLC is not affiliated with Barron's. Barron’s is a registered trademark of Dow Jones & Company, L.P. All rights reserved.
Approach
Discovery Process
Investing the time to learn about you and your family; your assets and liabilities and the risk exposures, enables us to formulate strategies and customize the relationship to your needs.
Formulation of Tax, Trust and Estate Strategy
Working with your tax and legal advisors, we help analyze your income and estate tax circumstances to identify and tailor planning techniques that may be used to address your objectives.
Creation of Customized Strategic Asset Allocation
Your customized asset allocation reflects risk, opportunities and taxation across multiple entities, while integrating your investing and estate plans.
Integration of Tactical Asset Allocation
Short-term adjustments seek to capitalize on temporary market distortions. Before making adjustments, we analyze the impact of taxes and trading costs on potential returns.
Implementation of a Customized Wealth Strategy
After comprehensive due diligence and analysis of expected results across multiple market scenarios, strategies are chosen from our expansive investment platform.
Ongoing Assessment
In coordination with your other advisors, we can conduct ongoing reviews and comprehensive reporting to ensure that your strategy adapts to changing financial and family needs.
Clients
We serve a select clientele of high-achieving people who have active lives and many priorities competing for their time. Having created substantial wealth, they are often faced with complex decisions that carry long-term consequences for their families, businesses and communities. They rely on us for the experienced perspective, sophisticated solutions and targeted resources needed to support them in their personal, professional and philanthropic ambitions.
Our clients include:
Our clients include:
Entrepreneurs and Business Owners
Across a broad range of industries at various levels of experience. Our team offers advisory solutions that provide insight and empower educated financial decisions at every phase of your company’s journey, from startup to monetization.
Click here to learn more about LIfe Stages of a Successful EntrepreneurSenior Executives
Who have complex incentive compensation packages and concentrated equity positions in public companies. While most are highly sophisticated in financial matters, their personal, business and civic commitments often leave little time to focus on their personal finances.
Click here to learn moreFamilies in transition
due to divorce, the death of a spouse or other life-altering events. With a Certified Divorce Financial Analyst at the head of our team, we excel at helping these clients organize their financial lives and realigning their investment portfolios to support their lifestyles.
Location
1200 Franklin Avenue
Garden City, NY 11530
US
Direct:
(516) 683-3201(516) 683-3201
Meet Croce Wealth Management
Senior Vice President, Wealth Management, Financial Advisor, Portfolio Management Director, Alternative Investments Director, Workplace Advisor - Equity Compensation
Sheila Natale
Assistant Vice President, PWM Wealth Management Associate
James E. Smyth
Vice President, PWM Wealth Management Associate
About Louis Croce
Our team’s founder, Louis Croce, has served as an advisor to wealthy families for more than three decades and, in many cases, multiple generations. Focused on building enduring relationships, Louis develops an in-depth understanding of what is important to each client. This insight enables him to create customized solutions designed to address their specific needs, goals and concerns. Within the firm, Louis has been recognized as a Managing Director–Wealth Management, a title reserved for a select group of Morgan Stanley Financial Advisors around the globe.
As a Senior Portfolio Management Director, Louis provides guided access to a broad range of investment capabilities. These include his own suite of solutions: Global Balanced Portfolios, individual equity portfolios and fixed income portfolios. Where appropriate, he also has the ability to incorporate alternative investments, structured products, annuities and insurance products into a client’s holistic financial plan. Louis’ team’s clients benefit from his ability to coordinate with their respective tax and legal counsel, helping save time and money while ensuring solutions are appropriate for their overall financial picture.
Louis has also been recognized by Morgan Stanley with the firm designation of Alternative Investments Director. He earned this designation due to his specialization in the alternative investment asset class and his ability to incorporate a variety of alternative solutions into client portfolios, helping enhance diversification and investment outcomes.
Louis received a B.A. in economics with a minor in mathematics from Hobart College. He holds the Certified Exit Planning Advisor designation, CEPA®, and the Certified Divorce Financial Analyst designation, CDFA®.
As a Senior Portfolio Management Director, Louis provides guided access to a broad range of investment capabilities. These include his own suite of solutions: Global Balanced Portfolios, individual equity portfolios and fixed income portfolios. Where appropriate, he also has the ability to incorporate alternative investments, structured products, annuities and insurance products into a client’s holistic financial plan. Louis’ team’s clients benefit from his ability to coordinate with their respective tax and legal counsel, helping save time and money while ensuring solutions are appropriate for their overall financial picture.
Louis has also been recognized by Morgan Stanley with the firm designation of Alternative Investments Director. He earned this designation due to his specialization in the alternative investment asset class and his ability to incorporate a variety of alternative solutions into client portfolios, helping enhance diversification and investment outcomes.
Louis received a B.A. in economics with a minor in mathematics from Hobart College. He holds the Certified Exit Planning Advisor designation, CEPA®, and the Certified Divorce Financial Analyst designation, CDFA®.
Securities Agent: WI, VA, TX, OK, GA, SD, RI, OH, IL, AZ, NJ, MD, CT, VT, NC, IN, FL, NY, MN, KS, OR, MA, NH, CO, SC, CA, MI, ME, AK, UT, PA; General Securities Representative; Investment Advisor Representative; Managed Futures
NMLS#: 2150362
NMLS#: 2150362
About Robert Anders
Robert Anders works closely with the team’s clients to help prepare them for their financial futures. As a Certified Financial Planner® (CFP®), Robert draws on his training and experience to construct comprehensive financial plans, which may include retirement goal planning, education planning, long-term care and insurance planning, estate and wealth transfer planning, and charitable giving strategies. As a Senior Portfolio Manager, he focuses on creating and implementing efficient portfolios based on each client’s unique goals, liquidity requirements and risk tolerances.
Prior to joining Morgan Stanley, Robert served as a Financial Advisor at UBS, a Financial Representative at AXA Advisors, and a Personal Banker and Mortgage Lender for TD Bank. In addition to his CFP®, he holds designations as a Chartered Alternative Investment Analyst, Accredited Wealth Management Advisor, Certified Exit Planning Advisor, and Chartered Socially Responsible Investing Counselor.
Robert studied logistics at the U.S. Merchant Marine Academy, served in the U.S. Navy and earned his MBA with a concentration in finance and derivatives from Long Island University. Additionally, Robert earned graduate certificates in Alternative Investments from Harvard Business School, and in Financial Technology from New York University.
Prior to joining Morgan Stanley, Robert served as a Financial Advisor at UBS, a Financial Representative at AXA Advisors, and a Personal Banker and Mortgage Lender for TD Bank. In addition to his CFP®, he holds designations as a Chartered Alternative Investment Analyst, Accredited Wealth Management Advisor, Certified Exit Planning Advisor, and Chartered Socially Responsible Investing Counselor.
Robert studied logistics at the U.S. Merchant Marine Academy, served in the U.S. Navy and earned his MBA with a concentration in finance and derivatives from Long Island University. Additionally, Robert earned graduate certificates in Alternative Investments from Harvard Business School, and in Financial Technology from New York University.
Securities Agent: MD, IL, CO, AZ, CA, NC, MA, CT, OR, SD, ME, NY, NH, UT, SC, RI, OH, TX, PA, NJ, IN, WI, VA, GA, FL, MI, OK; General Securities Representative; Investment Advisor Representative; Transactional Futures/Commodities; Managed Futures
NMLS#: 742000
NMLS#: 742000
About Sheila Natale
Drawing on over three decades of experience, Sheila Natale works to create an outstanding overall service experience for clients of the Croce Wealth Management Group. Sheila frequently serves as the first point of contact for cash management needs. Often coordinating activities with Morgan Stanley operations professionals, third-party partners and the team’s clients, Sheila prides herself on keeping the team operating as efficiently as possible.
Sheila earned a BBA in marketing from Hofstra University, and holds Series 6, 7, 63, and 65 securities licenses, as well as life, health and accident, long-term care, variable annuity, and variable life insurance licenses.
Sheila earned a BBA in marketing from Hofstra University, and holds Series 6, 7, 63, and 65 securities licenses, as well as life, health and accident, long-term care, variable annuity, and variable life insurance licenses.
About James E. Smyth
With more than ten years of experience, James Smyth brings extensive trading expertise and a focus on securing optimal executions to meet clients’ diverse needs. James’ attention to detail, experience, work ethic makes him a valuable resource for Croce Wealth Management’s clients. James’ role on the team focuses on portfolio implementation, reporting, and monitoring risk, among other responsibilities.
Prior to joining the Croce Wealth Management, James spent three-and-a-half years as a trader on Morgan Stanley’s Wealth Management Equity Trading desk, supporting the firm’s 16,000 advisors in executing their largest and most complex trades. James also spent time working on trading desks at Cantor Fitzgerald, ConvergEx and BNY Mellon.
James earned a B.S. from Fordham University’s Gabelli School of Business, majoring in finance and minoring in economics and has his series 7, 63, 66 and 57 licenses.
Prior to joining the Croce Wealth Management, James spent three-and-a-half years as a trader on Morgan Stanley’s Wealth Management Equity Trading desk, supporting the firm’s 16,000 advisors in executing their largest and most complex trades. James also spent time working on trading desks at Cantor Fitzgerald, ConvergEx and BNY Mellon.
James earned a B.S. from Fordham University’s Gabelli School of Business, majoring in finance and minoring in economics and has his series 7, 63, 66 and 57 licenses.
Contact Louis Croce
Contact Robert Anders
Wealth Management
Global Investment Office
Portfolio Insights
Managing Significant Wealth
- Investment Management
- Wealth Transfer & Philanthropy
- Cash Management & Lending
- Family Governance & Wealth Education
- Lifestyle Advisory
- Business Services
PWM Leadership Insights & Outcomes
Article Image
Insights and Outcomes
Thought Leadership for our ultra high net worth clients, which contains thought-provoking articles, authored by leading experts from Morgan Stanley Family Office Resources.
We look forward to discussing your needs and goals, and the exceptional resources we can place at your disposal.
1Morgan Stanley Smith Barney LLC is a registered Broker/Dealer, Member SIPC, and not a bank. Where appropriate, Morgan Stanley Smith Barney LLC has entered into arrangements with banks and other third parties to assist in offering certain banking related products and services.
Investment, insurance and annuity products offered through Morgan Stanley Smith Barney LLC are: NOT FDIC INSURED | MAY LOSE VALUE | NOT BANK GUARANTEED | NOT A BANK DEPOSIT | NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY
2Morgan Stanley Smith Barney LLC and its affiliates and their employees (including Financial Advisors and Private Wealth Advisors) are not in the business of providing tax or legal advice. These materials and any statements contained herein should not be construed as tax or legal advice. Individuals should consult their personal tax advisor or attorney for matters involving taxation and tax planning and their attorney for matters involving personal trusts and estate planning.
3Morgan Stanley Smith Barney LLC (the “Firm”) and its affiliates do not currently offer the services provided by this Service Provider(s). The Service Provider(s) is not an affiliate of the Firm. Any review of the Service Provider(s) performed by the Firm was based on information from sources that we believe are reliable but we cannot guarantee its accuracy or completeness. This referral should in no way be considered to be a solicitation by the Firm for business on behalf of the Service Provider(s). The Firm makes no representations regarding the appropriate or otherwise of the products or services provided by the Service Provider(s). There may be additional service providers for comparative purposes. If you choose to contact the Service Provider(s), do thorough due diligence, and make your own independent decision.
Certified Financial Planner Board of Standards Center for Financial Planning, Inc. owns and licenses the certification marks CFP®, CERTIFIED FINANCIAL PLANNER®, and CFP® (with plaque design) in the United States to Certified Financial Planner Board of Standards, Inc., which authorizes individuals who successfully complete the organization's initial and ongoing certification requirements to use the certification marks.
Morgan Stanley Smith Barney LLC does not accept appointments nor will it act as a trustee but it will provide access to trust services through an appropriate third-party corporate trustee.
Asset Allocation does not assure a profit or protect against loss in declining financial markets.
The securities/instruments, investments and investment strategies discussed on this website may not be suitable for all investors. The appropriateness of a particular investment or investment strategy will depend on an investor's individual circumstances and objectives. The views and opinions expressed on this website may not necessarily reflect those of Morgan Stanley Smith Barney LLC (“Morgan Stanley”). This website and its associated content are intended for U.S. residents only.
Morgan Stanley and its Private Wealth Advisors do not provide tax or legal advice. Visitors to this website should consult their tax advisor for matters involving taxation and tax planning and their attorney for matters involving trust and estate planning and other legal matters.
Morgan Stanley Private Wealth Advisers may only transact business in states where they are registered or excluded or exempted from registration. Transacting business, follow-up and individualized responses involving either effecting or attempting to effect transactions in securities, or the rendering of personalized investment advice for compensation, will not be made to persons in states where Morgan Stanley Private Wealth Advisers are not registered or excluded or exempt from registration.
For more information, please see the Morgan Stanley Smith Barney LLC Client Relationship Summary.
See the Financial Advisors Biographies for Registration and Licensing information.
Certified Financial Planner Board of Standards Center for Financial Planning, Inc. owns and licenses the certification marks CFP®, CERTIFIED FINANCIAL PLANNER®, and CFP® (with plaque design) in the United States to Certified Financial Planner Board of Standards, Inc., which authorizes individuals who successfully complete the organization's initial and ongoing certification requirements to use the certification marks.
Investment Management Consultants Association, Inc. owns the marks CIMA®, Certified Investment Management Analyst® (with graph element)®, and Certified Investment Management Analyst® .
Morgan Stanley Smith Barney LLC offers insurance products in conjunction with its licensed insurance agency affiliates.
Life insurance, disability income insurance, and long-term care insurance are offered through Morgan Stanley Smith Barney LLC's licensed insurance agency affiliates.
Lifestyle Advisory Services: Products and services are provided by third party service providers, not Morgan Stanley Smith Barney LLC (“Morgan Stanley”). Morgan Stanley may not receive a referral fee or have any input concerning such products or services. There may be additional service providers for comparative purposes. Please perform a thorough due diligence and make your own independent decision.
Private Bankers are employees of Morgan Stanley Private Bank, National Association.
Morgan Stanley Smith Barney LLC is a registered Broker/Dealer, Member SIPC, and not a bank. Where appropriate, Morgan Stanley Smith Barney LLC has entered into arrangements with banks and other third parties to assist in offering certain banking related products and services.
Investment, insurance and annuity products offered through Morgan Stanley Smith Barney LLC are: NOT FDIC INSURED | MAY LOSE VALUE | NOT BANK GUARANTEED | NOT A BANK DEPOSIT | NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY
Awards Disclosures | Morgan Stanley
Investment, insurance and annuity products offered through Morgan Stanley Smith Barney LLC are: NOT FDIC INSURED | MAY LOSE VALUE | NOT BANK GUARANTEED | NOT A BANK DEPOSIT | NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY
2Morgan Stanley Smith Barney LLC and its affiliates and their employees (including Financial Advisors and Private Wealth Advisors) are not in the business of providing tax or legal advice. These materials and any statements contained herein should not be construed as tax or legal advice. Individuals should consult their personal tax advisor or attorney for matters involving taxation and tax planning and their attorney for matters involving personal trusts and estate planning.
3Morgan Stanley Smith Barney LLC (the “Firm”) and its affiliates do not currently offer the services provided by this Service Provider(s). The Service Provider(s) is not an affiliate of the Firm. Any review of the Service Provider(s) performed by the Firm was based on information from sources that we believe are reliable but we cannot guarantee its accuracy or completeness. This referral should in no way be considered to be a solicitation by the Firm for business on behalf of the Service Provider(s). The Firm makes no representations regarding the appropriate or otherwise of the products or services provided by the Service Provider(s). There may be additional service providers for comparative purposes. If you choose to contact the Service Provider(s), do thorough due diligence, and make your own independent decision.
Certified Financial Planner Board of Standards Center for Financial Planning, Inc. owns and licenses the certification marks CFP®, CERTIFIED FINANCIAL PLANNER®, and CFP® (with plaque design) in the United States to Certified Financial Planner Board of Standards, Inc., which authorizes individuals who successfully complete the organization's initial and ongoing certification requirements to use the certification marks.
Morgan Stanley Smith Barney LLC does not accept appointments nor will it act as a trustee but it will provide access to trust services through an appropriate third-party corporate trustee.
Asset Allocation does not assure a profit or protect against loss in declining financial markets.
The securities/instruments, investments and investment strategies discussed on this website may not be suitable for all investors. The appropriateness of a particular investment or investment strategy will depend on an investor's individual circumstances and objectives. The views and opinions expressed on this website may not necessarily reflect those of Morgan Stanley Smith Barney LLC (“Morgan Stanley”). This website and its associated content are intended for U.S. residents only.
Morgan Stanley and its Private Wealth Advisors do not provide tax or legal advice. Visitors to this website should consult their tax advisor for matters involving taxation and tax planning and their attorney for matters involving trust and estate planning and other legal matters.
Morgan Stanley Private Wealth Advisers may only transact business in states where they are registered or excluded or exempted from registration. Transacting business, follow-up and individualized responses involving either effecting or attempting to effect transactions in securities, or the rendering of personalized investment advice for compensation, will not be made to persons in states where Morgan Stanley Private Wealth Advisers are not registered or excluded or exempt from registration.
For more information, please see the Morgan Stanley Smith Barney LLC Client Relationship Summary.
See the Financial Advisors Biographies for Registration and Licensing information.
Certified Financial Planner Board of Standards Center for Financial Planning, Inc. owns and licenses the certification marks CFP®, CERTIFIED FINANCIAL PLANNER®, and CFP® (with plaque design) in the United States to Certified Financial Planner Board of Standards, Inc., which authorizes individuals who successfully complete the organization's initial and ongoing certification requirements to use the certification marks.
Investment Management Consultants Association, Inc. owns the marks CIMA®, Certified Investment Management Analyst® (with graph element)®, and Certified Investment Management Analyst® .
Morgan Stanley Smith Barney LLC offers insurance products in conjunction with its licensed insurance agency affiliates.
Life insurance, disability income insurance, and long-term care insurance are offered through Morgan Stanley Smith Barney LLC's licensed insurance agency affiliates.
Lifestyle Advisory Services: Products and services are provided by third party service providers, not Morgan Stanley Smith Barney LLC (“Morgan Stanley”). Morgan Stanley may not receive a referral fee or have any input concerning such products or services. There may be additional service providers for comparative purposes. Please perform a thorough due diligence and make your own independent decision.
Private Bankers are employees of Morgan Stanley Private Bank, National Association.
Morgan Stanley Smith Barney LLC is a registered Broker/Dealer, Member SIPC, and not a bank. Where appropriate, Morgan Stanley Smith Barney LLC has entered into arrangements with banks and other third parties to assist in offering certain banking related products and services.
Investment, insurance and annuity products offered through Morgan Stanley Smith Barney LLC are: NOT FDIC INSURED | MAY LOSE VALUE | NOT BANK GUARANTEED | NOT A BANK DEPOSIT | NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY
Awards Disclosures | Morgan Stanley
CRC 4677197 (7/2025)
