Keith Petrus, CPWA®, CIMA®
Senior Vice President,
Financial Advisor
Direct:
(212) 603-6216(212) 603-6216
Toll-Free:
(800) 843-0211(800) 843-0211
My Mission Statement
My goal is for you and future generations to maintain and enjoy the wealth you have worked so hard to achieve.
My Story
Keith’s holistic wealth management practice focuses on understanding client’s financial, professional and personal goals, so he can provide tailored guidance and sound advice. His practice includes uniquely successful individuals, multi-generational families and nonprofits, with a special emphasis on business owners.
Prior to joining Morgan Stanley in 2014, Keith worked at UBS Private Wealth Management, and Dominick & Dominick LLC, a boutique wealth management firm focusing on financial planning for families trying to achieve financial independence.
Through the Investments and Wealth Institute, Keith successfully completed the Certified Private Wealth Advisor (CPWA®) program at the University of Chicago Booth.
Keith is the President of the Board of Statement Arts, a non-for-profit organization dedicated to bringing the creative and visual and performing arts to underserved and low income individuals in the New York Metro area. Keith and Statement Arts are proud of their 100% college placement success rate. Keith and his wife spend weekends at their home in Litchfield, CT. Keith enjoys playing golf, travelling, and fly fishing.
Prior to joining Morgan Stanley in 2014, Keith worked at UBS Private Wealth Management, and Dominick & Dominick LLC, a boutique wealth management firm focusing on financial planning for families trying to achieve financial independence.
Through the Investments and Wealth Institute, Keith successfully completed the Certified Private Wealth Advisor (CPWA®) program at the University of Chicago Booth.
Keith is the President of the Board of Statement Arts, a non-for-profit organization dedicated to bringing the creative and visual and performing arts to underserved and low income individuals in the New York Metro area. Keith and Statement Arts are proud of their 100% college placement success rate. Keith and his wife spend weekends at their home in Litchfield, CT. Keith enjoys playing golf, travelling, and fly fishing.
Education & Credentials
- Certified Investment Management Analyst (CIMA®) - Yale University, 2021
- Certified Private Wealth Advisor (CPWA®) - University of Chicago Booth, 2019
- B.A. Business Administration - Roanoke College
Services Include
Securities Agent: IN, ID, VT, FL, CO, IL, SC, OK, NJ, HI, TX, NC, KY, CT, MI, NV, CA, WI, VA, DE, NH, MO, MD, GA, DC, WA, NY, ME, PA, MA; General Securities Representative; Investment Advisor Representative
NMLS#: 1581085
NMLS#: 1581085
Check the background of Our Firm and Investment Professionals on FINRA's BrokerCheck.*
My Financial Planning Process
You work hard to build wealth in pursuit of a meaningful life for you and your family. As your team of seasoned Financial Advisors, we will work just as hard on your behalf, committing our experience, knowledge and skills to helping you achieve your specific goals. What’s more, we will support you and your strategy by accessing the resources and insight of one of the world’s largest financial firms. Our six-step process lays out a clear path to your goals — one you can easily follow knowing you are making informed, confident decisions.
Step 1: Introductory Meeting
Our relationship begins with an initial discussion aimed towards getting to know you, your lifestyle, and your future goals.
Step 2: Discovery Meeting
During the discovery meeting, we will work together to establish your financial goals by reviewing your current financial situation and developing a suitable risk tolerance that will ultimately help you achieve the financial outcome you envision for yourself.
Step 3: Discovery Meeting
Financial plan presentations map out essential factors that play into your financial success such as your employee and employer contributions, liquidity events, and insurance coverage. Examining all relevant financial information provides a holistic asset allocation analysis for all of your accounts ensuring a comprehensive financial plan.
Step 4: Action Items & Next Steps
After the financial plan presentation, we will follow up with you regarding our analysis and recommendations, which may include adjustments to your financial plan, investment allocation, company benefits and insurance coverage.
Step 5: Implementation Meeting
The implementation meeting focuses on creating prospective strategies custom designed for your specific needs. Recommended changes could include logistics, tax impact, asset allocation adjustments, and saving and benefit modifications.
Step 6: Monitoring & Performance Tracking
Finally, we will be consistently monitoring your assets and analyzing your performance data to ensure your financial plans are on track and adjusted accordingly. We will keep a high degree of communication with you to make sure your concerns and requests are always addressed.
Providing Strategies and Guidance for High Net Worth Clients
Keith excels at providing financial strategies and guidance for high net worth individuals and families with complex financial situations. He has the experience and resources to create customized, comprehensive plans across numerous tax and estate structures.
As a holder of the Certified Private Wealth Advisor® (CPWA®) designation, Keith identifies and analyzes the unique challenges high net worth individuals face. He is uniquely positioned to develop specific financial strategies geared toward preserving assets, maximizing growth, and transferring wealth.
As a holder of the Certified Private Wealth Advisor® (CPWA®) designation, Keith identifies and analyzes the unique challenges high net worth individuals face. He is uniquely positioned to develop specific financial strategies geared toward preserving assets, maximizing growth, and transferring wealth.
Types of Clients Keith Works With:
- Multigenerational Families
- Executives & Professionals
- Entrepreneurs & Business Owners
- Professional Athletes & Entertainers
- Individuals Inheriting a Significant Financial Legacy
Services Keith Provides:
- Tax Optimization Strategies
- Trust and Estate Planning Strategies
- Alternative Investments
- Structured Products
- Risk Management
- Tailored Lending and Cash Management
- Custom Portfolio Management
Morgan Stanley Financial Wellness Program
The Morgan Stanley Financial Wellness Program empowers your employees at every stage of their career to achieve their financial goals through a strong foundation of education, advice and wealth management solutions designed to make addressing finances a source of wellness, not a source of stress.
Our comprehensive solutions help your employees better understand and maximize your company-sponsored benefits, provides thoughtful guidance and insights about your workforce, and offers tailored advice to meet your employees’ specific financial goals. By improving your employees’ financial wellness, your company can therefore benefit from a more loyal and productive workforce. Companies that invest in financial wellness have an opportunity to reduce employee stress, improve retention and engagement, and set themselves apart by offering comprehensive financial wellness benefits.
Our comprehensive solutions help your employees better understand and maximize your company-sponsored benefits, provides thoughtful guidance and insights about your workforce, and offers tailored advice to meet your employees’ specific financial goals. By improving your employees’ financial wellness, your company can therefore benefit from a more loyal and productive workforce. Companies that invest in financial wellness have an opportunity to reduce employee stress, improve retention and engagement, and set themselves apart by offering comprehensive financial wellness benefits.
Gramercy National Group
The Gramercy National Group at Morgan Stanley, led by Keith Petrus and Wing Chen, offers a comprehensive wealth management advisory practice,
The Gramercy National Group works with successful and globally minded individuals and families through periods of prosperity and times of uncertainty who are seeking personalized, unbiased and effective financial advice and who consider their wealth for impact and purpose.
The Gramercy National Group works with successful and globally minded individuals and families through periods of prosperity and times of uncertainty who are seeking personalized, unbiased and effective financial advice and who consider their wealth for impact and purpose.
Location
55 East 52nd Street 10th
Fl
New York, NY 10055
US
Direct:
(212) 603-6216(212) 603-6216
Toll-Free:
(800) 843-0211(800) 843-0211
Fax:
(212) 765-1057(212) 765-1057
Wealth Management
Global Investment Office
Portfolio Insights
Retirement
Working with you to understand your life goals and develop a personalized wealth strategy. Today and for the years to come.
- 401(k) Rollovers
- IRA Plans
- Retirement income strategies
- Retirement plan participants
- Annuities
A Simple Six-Step Retirement Checkup
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Investing
Working closely with you to guide your wealth and investments through the most challenging market cycles.
- Asset Management
- Wealth Planning
- Traditional Investments
- Alternative Investments
- Impact Investing
Rational Investing in an Age of Uncertainty
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Family
Creating customized financial strategies for the challenges that today’s families face.
- Estate Planning Strategies
- 529 Plans / Education Savings Planning
- Long Term Care Insurance
- Special Needs Planning
- Trust Services
529 Plans: A Powerful Tool to Save for Education
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Business Planning
Helping you on key aspects of your business such as ownership, liquidity and developing opportunities.
- Succession Planning
- Business Planning
- Qualified Retirement Plans
Financial Planning for Life After Selling a Business
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Philanthropy
Making sure your philanthropic dollars are managed with the same high quality service as the rest of your wealth.
- Endowments
- Foundations
- Donor Advised Funds
- Impact Investing
Ready to start a conversation? Contact Keith Petrus today.
1Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors and Private Wealth Advisors do not provide tax or legal advice. Clients 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.
For more information, please see the Morgan Stanley Smith Barney LLC Client Relationship Summary.
2Alternative Investments are speculative and include a high degree of risk. An investor could lose all or a substantial amount of his/her investment. Alternative investments are appropriate only for qualified, long-term investors who are willing to forgo liquidity and put capital at risk for an indefinite period of time.
3Morgan Stanley offers a wide array of brokerage and advisory services to its clients, each of which may create a different type of relationship with different obligations to you. Please consult with your Financial Advisor to understand these differences or review our Understanding Your Brokerage and Investment Advisory Relationships brochure available at www.morganstanley.com/wealth-relationshipwithms/pdfs/understandingyourrelationship.pdf.
4Morgan Stanley’s investment advisory programs may require a minimum asset level and, depending on your specific investment objectives and financial position, may not be appropriate for you. Please see the Morgan Stanley Smith Barney LLC program disclosure brochure (the “Morgan Stanley ADV”) for more information in the investment advisory programs available. The Morgan Stanley ADV is available at www.morganstanley.com/ADV.
5Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors or Private Wealth Advisors do not provide tax or legal advice. Clients should consult their tax advisor for matters involving taxation and tax planning and their attorney for legal matters.
6Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors or Private Wealth Advisors do not provide tax or legal advice. Clients should consult their tax advisor for matters involving taxation and tax planning and their attorney for legal matters.
7Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors or Private Wealth Advisors do not provide tax or legal advice. Clients should consult their tax advisor for matters involving taxation and tax planning and their attorney for legal matters.
8Participating in a new issue/syndicate is subject to availability. IPOs are highly speculative and may not be appropriate for all investors because they lack a stock-trading history and usually involve smaller and newer companies that tend to have limited operating histories, less-experienced management teams, and fewer products or customers. Also, the offering price of an IPO reflects a negotiated estimate as to the value of the company, which may bear little relationship to the trading price of the securities, and it is not uncommon for the closing price of the shares shortly after the IPO to be well above or below the offering price.
Check the background of our Firm and Investment Professionals on FINRA's BrokerCheck*.
The information, products and services described here are intended only for individuals residing in states where this Financial Advisor is properly registered as described in this site.
Morgan Stanley reserves the right, to the extent permitted under applicable law, to retain and monitor all electronic communications. Morgan Stanley will not accept purchase or sale orders via any Internet site, social media site and/or its messaging systems. Morgan Stanley does not endorse and is not responsible and assumes no liability for content, products or services posted by third-parties on any Internet site, social media site and/or its messaging systems. All electronic communications are subject to terms available at the following link:
https://www.morganstanley.com/disclaimers/mswm-email.html. Any profiles and associated content are for U.S. residents only.
The securities/instruments, services, investments and investment strategies discussed in this material may not be appropriate for all investors. The appropriateness of a particular investment, investment strategy or service will depend on an investor's individual circumstances and objectives. Morgan Stanley Smith Barney LLC recommends that investors independently evaluate particular investments, strategies and services, and encourages investors to seek the advice of a Financial Advisor or Private Wealth Advisor. This material does not provide individually tailored investment advice. It has been prepared without regard to the individual financial circumstances and objectives of persons who receive it.
Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors or Private Wealth Advisors do not provide tax or legal advice. Individuals should consult their tax advisor for matters involving taxation and tax planning and their attorney for legal matters.
Morgan Stanley Smith Barney LLC (“Morgan Stanley”) is not implying an affiliation, sponsorship, endorsement with/of the third party or that any monitoring is being done by Morgan Stanley of any information contained within the website. Morgan Stanley is not responsible for the information contained on the third-party website or the use of or inability to use such site. Nor do we guarantee their accuracy or completeness.
The views, opinions or advice contained within third party websites or materials are solely those of the author, who is not a Morgan Stanley employee, and do not necessarily reflect those of Morgan Stanley Smith Barney LLC, or its affiliates. The strategies and/or investments referenced may not be appropriate for all investors as the appropriateness of a particular investment or strategy will depend on an investor's individual circumstances and objectives.
*References to length of service at Morgan Stanley include years at Morgan Stanley and predecessor firms.
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.
The use of the CDFA designation does not permit the rendering of legal advice by Morgan Stanley or its Financial Advisors which may only be done by a licensed attorney. The CDFA designation is not intended to imply that either Morgan Stanley or its Financial Advisors are acting as experts in this field.
Awards Disclosures | Morgan Stanley
For more information, please see the Morgan Stanley Smith Barney LLC Client Relationship Summary.
2Alternative Investments are speculative and include a high degree of risk. An investor could lose all or a substantial amount of his/her investment. Alternative investments are appropriate only for qualified, long-term investors who are willing to forgo liquidity and put capital at risk for an indefinite period of time.
3Morgan Stanley offers a wide array of brokerage and advisory services to its clients, each of which may create a different type of relationship with different obligations to you. Please consult with your Financial Advisor to understand these differences or review our Understanding Your Brokerage and Investment Advisory Relationships brochure available at www.morganstanley.com/wealth-relationshipwithms/pdfs/understandingyourrelationship.pdf.
4Morgan Stanley’s investment advisory programs may require a minimum asset level and, depending on your specific investment objectives and financial position, may not be appropriate for you. Please see the Morgan Stanley Smith Barney LLC program disclosure brochure (the “Morgan Stanley ADV”) for more information in the investment advisory programs available. The Morgan Stanley ADV is available at www.morganstanley.com/ADV.
5Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors or Private Wealth Advisors do not provide tax or legal advice. Clients should consult their tax advisor for matters involving taxation and tax planning and their attorney for legal matters.
6Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors or Private Wealth Advisors do not provide tax or legal advice. Clients should consult their tax advisor for matters involving taxation and tax planning and their attorney for legal matters.
7Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors or Private Wealth Advisors do not provide tax or legal advice. Clients should consult their tax advisor for matters involving taxation and tax planning and their attorney for legal matters.
8Participating in a new issue/syndicate is subject to availability. IPOs are highly speculative and may not be appropriate for all investors because they lack a stock-trading history and usually involve smaller and newer companies that tend to have limited operating histories, less-experienced management teams, and fewer products or customers. Also, the offering price of an IPO reflects a negotiated estimate as to the value of the company, which may bear little relationship to the trading price of the securities, and it is not uncommon for the closing price of the shares shortly after the IPO to be well above or below the offering price.
Check the background of our Firm and Investment Professionals on FINRA's BrokerCheck*.
The information, products and services described here are intended only for individuals residing in states where this Financial Advisor is properly registered as described in this site.
Morgan Stanley reserves the right, to the extent permitted under applicable law, to retain and monitor all electronic communications. Morgan Stanley will not accept purchase or sale orders via any Internet site, social media site and/or its messaging systems. Morgan Stanley does not endorse and is not responsible and assumes no liability for content, products or services posted by third-parties on any Internet site, social media site and/or its messaging systems. All electronic communications are subject to terms available at the following link:
https://www.morganstanley.com/disclaimers/mswm-email.html. Any profiles and associated content are for U.S. residents only.
The securities/instruments, services, investments and investment strategies discussed in this material may not be appropriate for all investors. The appropriateness of a particular investment, investment strategy or service will depend on an investor's individual circumstances and objectives. Morgan Stanley Smith Barney LLC recommends that investors independently evaluate particular investments, strategies and services, and encourages investors to seek the advice of a Financial Advisor or Private Wealth Advisor. This material does not provide individually tailored investment advice. It has been prepared without regard to the individual financial circumstances and objectives of persons who receive it.
Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors or Private Wealth Advisors do not provide tax or legal advice. Individuals should consult their tax advisor for matters involving taxation and tax planning and their attorney for legal matters.
Morgan Stanley Smith Barney LLC (“Morgan Stanley”) is not implying an affiliation, sponsorship, endorsement with/of the third party or that any monitoring is being done by Morgan Stanley of any information contained within the website. Morgan Stanley is not responsible for the information contained on the third-party website or the use of or inability to use such site. Nor do we guarantee their accuracy or completeness.
The views, opinions or advice contained within third party websites or materials are solely those of the author, who is not a Morgan Stanley employee, and do not necessarily reflect those of Morgan Stanley Smith Barney LLC, or its affiliates. The strategies and/or investments referenced may not be appropriate for all investors as the appropriateness of a particular investment or strategy will depend on an investor's individual circumstances and objectives.
*References to length of service at Morgan Stanley include years at Morgan Stanley and predecessor firms.
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.
The use of the CDFA designation does not permit the rendering of legal advice by Morgan Stanley or its Financial Advisors which may only be done by a licensed attorney. The CDFA designation is not intended to imply that either Morgan Stanley or its Financial Advisors are acting as experts in this field.
Awards Disclosures | Morgan Stanley
CRC 4665150 (8/2025)
