New York-based family office Rockefeller Capital Management has announced plans to launch a new office in Los Angeles.

The new location will tend to customers in Southern California.

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The Los Angeles outpost will be headed by Nathan Crair as managing director.

Crair will assume the new role this August and become part of Rockefeller Global Family Office.

Rockefeller Global Family Office employees also operate out of New York, Atlanta, Boston, Dallas, Greenwich, New Jersey, Palm Beach, Philadelphia, Salt Lake City, San Francisco, Saratoga Springs, Washington, DC, and Wilmington.

In the new role, Crair will be in charge of hiring private wealth advisers in the region.

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Crair most recently served as the managing director of the West Los Angeles Market at Bank of America Merrill Lynch, a role he held for 14 years.

He previously also had a stint at Prudential Securities.

Rockefeller Capital Management president of private wealth management Chris Randazzo said: “Our goal is to be the premier wealth advisory firm for clients with complex and sophisticated wealth management needs.”

“We couldn’t ask for a better leader than Nathan to help us fulfill that mission. With more than 30 years of industry experience and strong ties to the Los Angeles community, he is ideally suited to lead Rockefeller’s expansion in Southern California.”

Rockefeller Capital Management serves UHNWIs and families as well as institutions, providing them asset management and strategic advisory services in addition to family office services.