# Verdan Edge

- **Website:** <https://verdanedge.com>
- **Primary alias:** `verdanedge.com`

## Description

Verdan Edge is an advisory practice founded by Paul Benjamin, CFA, that helps ultra-high-net-worth families make consequential wealth decisions with an institutional perspective. Drawing on 25 years of investing and leadership experience at General Motors Asset Management, Alcoa, and TD Cowen, Benjamin provides a decision layer above a family’s existing advisors. The aim is to turn strong advice into coordinated choices that support the family’s purpose and long-term wellbeing.

Engagements begin with an assessment of four areas: purpose, people, capital, and infrastructure. This helps identify current resources, priorities, and gaps. Verdan Edge then applies a three-level decision-making approach: examining the details, placing each decision in context, and considering how it interacts with the broader picture. Ongoing work may include weekly conversations, quarterly in-person reviews, and year-end assessments, tailored to each family.

The practice supports families navigating generational transitions, easing the burden of major financial decisions, or seeking more value from an established advisory team or family office.

## Industries

- 💰 Finance
- 💰 Financial Planning and Management _(under Finance)_
- 💰 Investing _(under Finance)_

## Logos & icons

- logo _(primary)_ — PNG — [download](https://cdn.brandfetch.io/idPl5n9wjX/w/1800/h/837/theme/dark/logo.png?c=1bxid64Mup7aczewSAYMX&t=1790335999223)

## Colors

| Name | Hex | Theme |
| --- | --- | --- |
| Celtic | #0f291f | dark |
| Spring Wood | #f7f5ee | light |
| Sorrell Brown | #cbb590 | accent |

## Fonts

- var(--display) — asset _(custom)_
- sans-serif — asset _(custom)_

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_Source: <https://brandfetch.com/verdanedge.com>_
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