One of the most frequently asked questions we get is: “How did Russ choose White Pine Investment Company for the name of the firm?”
Well, months before he started the company in 1997, he wanted a name that would represent good business values while being memorable for clients. That’s when his thoughts turned to the beautiful landscapes that had always fascinated him: from the rolling hills of the Southeast Michigan golf courses where he caddied during his youth to the gorgeous campus of Michigan State University that he walked every day as a student. Having completed the master gardener program through MSU, he realized that trees are the backbone of almost every landscape. So he decided to include a reference to one in the company name. But not just any tree. It would have to be a fast and steady grower. A tree that could withstand storms and disease. A tree with inherent stability to represent perseverance through the challenges of life. Finally, he reasoned that the name should reflect the beauty of the state in which most of his clients live (or have lived)–Michigan. So it was that he chose the beautiful Eastern white pine (pinus strobus) for the name, White Pine Investment Company.
This is just one of the many interesting facts you can learn about White Pine at our new website: www.wpinv.com. We felt that a refresh of the site was in order. We think you’ll find that it does a better job of capturing who we are and what we do. We realize it is quite possible you didn’t even know we had a website. In any event, now you can tell your friends, so they can learn everything they need to know about us. Perhaps you’ll learn something new as well.
One of the features of the new site that particularly excites us is our new client “login” section. We expect to have it completed and fully functional by the end of November. We will use the login section to post quarterly letters, your financial plans, and other financial material. You will also be able to upload documents there that you would like us to utilize when we work on your plan. Cybersecurity is very important to us. Sending an e-mail with sensitive information such as your financial data is not as secure as using the new login section of our website. Soon you will be able to create your own password enabling you easy access at any time to all financial documents stored there, and they will be protected by a 2048-bit SSL certificate with strong encryption and authentication. Again, watch for the new login feature coming in late November.
Finally, you’ll notice that we tweaked our logo, too. We wanted to maintain the style that our clients have come to know over the past twenty years, while freshening it up for the 21st Century. The tree has a more contemporary feel, and we added some color to the trunk. Also, notice that the new font has a more rustic character to go along with the graphic of a White Pine tree.
We invite you to take a look at the new website and give us your feedback. It gives us more flexibility to make edits and to add new material. In fact, this quarter’s newsletter, providing a somewhat unique perspective on the presidential election, can be found on the news tab at the site. Also, there are several forms in the “contact us” section that allow you, your family, and friends to communicate with us. We even added some case studies to highlight ways we might be able to further assist you. If you think we should add anything else, please let us know. We are always looking for ways to better serve you and all of our clients.
Chief Investment Officer