Who We Are

Our Mission is to: Listen to our clients, learn their financial goals, and help them achieve them.


 “Each employee at White Pine has a specific skill set, but what we all have in common is a strong desire to serve others before ourselves.”

-Russ King, President

White Pine Investment Company began in 1997 with a vision—to invest client money wisely by using sound investment principles, while maintaining an objective viewpoint. Just as life’s inevitable storms hit each of us at unexpected times, every investor in the securities market experiences storms that cause doubts about his or her financial well-being. Our goal at White Pine is to help you navigate through those disturbances and ensure that your long-term financial goals are met. We strive to build strong relationships based on trust which result in clients’ confidence and of peace of mind. As a Registered Investment Adviser, White Pine Investment Co. has a fiduciary responsibility to act solely in the best interests of its clients. We, however, take that one step further and believe that our responsibility goes beyond the professional to include the personal. Our desire is not only to manage your investments but to know who you are as a person.

J. Russell King


Russ started White Pine Investment Company in 1997 after spending four decades in the investment industry. Russ began as a trainee for Walston & Co. in 1973 and went on to become a senior vice president at Morgan Stanley. His success has been built on strong client relationships. He has a proven track record of investments based on taking a stance often opposed to popular opinion and having the perseverance to allow those investments to unfold over time.

Russ earned a BA in business administration at Michigan State University. He also attended a graduate program at the Wharton Business School and has completed the Master Gardener program.

Russ’ family includes his daughters Melissa and Amanda as well as their husbands and five children. When he isn’t spending as much time as he can with his grandkids, he is usually participating at Northridge Church in Plymouth, gardening, golfing, and supporting ministries in the city of Detroit.

Anthony J. DiGiovanni, CFA

Chief Investment Officer

Tony took on the role of chief investment officer at White Pine in 2012. He has worked in the investment industry since 1989. Prior to joining White Pine, he was the chief equity strategist and lead portfolio manager at Exchange Capital Management. There he learned the importance of constructing a portfolio that balances long-term financial goals with the risk tolerance of each individual client.

Tony earned a BBA and MBA with high distinction from the Ross School of Business at the University of Michigan. He earned his CFA charter in 1995 and is a member of the CFA Society of Detroit. Tony chairs the endowment committee for the Rotary Club of Ann Arbor and is a trustee for the city of Ann Arbor’s pension fund.

Tony and his wife Laura live in Ann Arbor, Michigan and are the proud parents of six children; two of whom have graduated from college (one from Michigan and one from Michigan State). He spends his free time watching his kids play water polo, row in crew, race in swim meets, and perform in school plays. He enjoys playing hockey, poker, and golf.

Michael E. Carmona

Client Relationship Manager

Michael joined White Pine in January of 2016 after searching for a company where he could truly help people. In addition to his background in operations management and belief in customer-centric business practices, Michael demonstrates the values that White Pine considers essential.

Michael is a graduate of the College for Financial Planning’s CFP Certification Professional Education Program. Prior to that, he earned his BA from the University of Michigan and his MBA from the Eli Broad Graduate School of Management at Michigan State University. His addition to White Pine expands the divide in the office between the Wolverines and the Spartans.

He and his wife Leslie live in Detroit and enjoy wine tasting, volunteering for the Humane Society, and working with organizations which foster the continued growth of Detroit. Michael is a foodie whose interests include cooking, golfing, and spending time at the park with his rescue dog, Harley Quinn.

Debbie Baron

Administrative Assistant

Debbie has been an essential part of the White Pine team since 1998. Prior to that, she spent five years as a branch manager’s assistant at what is now Morgan Stanley. Foregoing the traditional interview process, Russ, who had already witnessed her experience and dedication, simply asked Debbie: “Would you like to have your new desk chair with or without armrests?”

Debbie has her Series 7 (General Securities Representative Exam), credentials. Her outstanding organizational skills and strong work ethic are invaluable assets to White Pine and its clients.

She and her husband Stu have one daughter and two sons (Trina, Chris, and Jeremy) and six grandchildren. Her passion for music is demonstrated as a cantor and director of the bell choir at Christ The Good Shepherd parish in Lincoln Park. Debbie also sings with the Seaway Chorale and Orchestra. Other interests include golfing, reading, and cross-stitching.

Amy L. Lauzon
Administrative Assistant

Amy has BA in Finance from Alma College, which is where she met Russ’s daughter Melissa in 1992. Shortly after Russ founded White Pine, Amy and her husband referred their parents to Russ, and became clients themselves after realizing they didn’t have the time or confidence to manage their own investments. Over the past 25 years Amy has worn many hats – accounting software consultant, full-time mom, avid school volunteer, administrative assistant, and CYO soccer coach.

In 2017 Russ approached Amy with the idea of becoming Debbie’s replacement upon her retirement. Amy was absolutely thrilled to join the White Pine team and strives to provide clients the same outstanding level of service that she and her own family have received for the past 20 years.

Amy and her husband Mark live in Livonia with their two children, Emily and Josh. She enjoys skiing, participating in her neighborhood book club, and cheering on her kids at cross-country and track meets.