Professional Background
John Keeton serves as a vice president and financial advisor at CAPTRUST’s San Antonio office, where he brings a comprehensive, relationship-driven approach to wealth management. Since joining the firm in 2021, John has worked closely with both families and institutions, offering strategic guidance in areas such as investment planning, income tax optimization, estate and wealth transfer planning, and charitable giving.
With a talent for translating complex financial issues into practical, goal-based strategies, John is passionate about helping clients navigate financial decisions that align with their long-term aspirations. He is known for developing customized solutions that are as disciplined as they are dynamic—adapting to life’s changes while keeping the client’s vision at the center.
Experience & Education
Before joining CAPTRUST, John was a senior financial advisor at Covenant Multifamily Offices, a multidisciplinary advisory firm serving affluent individuals and institutions. His previous roles include investment analyst positions at Frost Bank’s Wealth Management Services group and SMH Capital, where he specialized in equity research with a focus on the energy and consumer discretionary sectors.
John holds a Bachelor of Business Administration (BBA) degree in finance from Texas State University.
Community Involvement
John believes that financial expertise should be shared, not siloed. He actively mentors students at the Greehey School of Business at St. Mary’s University and serves on the Financial Planning Advisory Board for the University of the Incarnate Word. He is also an Advisory Board member for the University of Houston’s Finance Program, contributing to the development of future financial professionals.
Personal Life
Outside of work, John enjoys spending quality time with his wife, Kathryn, and their four children. Whether at home or out in the San Antonio community, John values strong relationships, lifelong learning, and giving back.
Education
- Master of Science degree from the University of Houston
- Bachelor of Business Administration degree in finance from Texas State University
Industry Designations
- Chartered Financial Analyst®
Industry Involvement
- CFA Institute Society San Antonio
- Member of the executive committee and the board of directors for the Texas Business Hall of Fame
- Co-director of the CFA Institute Research Challenge Southwest
- Board member of Hope Hospice
- Leadership San Antonio Class of 42
Awards & Recognition
- AdvisorHub Advisors to Watch list | 2023, 2024, and 2025
- San Antonio Business Journal’s Power Couple of the Year | 2020
- San Antonio Business Journal’s 40 Under 40 | 2016
Disclosures
- CAPTRUST’s ranking on “NAPA’s 2026 Top DC Advisor Multi-Office Firms” list was based on defined contribution (DC) assets under advisement (AUA) as of Dec. 31, 2025. CAPTRUST is a paid member of The National Association of Plan Advisors (NAPA).
- CAPTRUST’s ranking on “Barron’s 2024 Top RIAs list” was based on both qualitative and quantitative data, including assets managed, technology spending, and staff diversity, along with other metrics, as of June 30, 2024. CAPTRUST nor its advisors paid a fee to Barron’s to obtain or use the ranking
- CAPTRUST teams named on the “Barron’s 2025 Top 100 Institutional Consulting Teams” ranking were evaluated using a proprietary formula including 1) assets, 2) revenue, and 3) quality of practice for the year ending December 31, 2024. Neither CAPTRUST nor its advisors paid a fee to Barron’s to obtain or use the ranking. For more information on the methodology, please click here.
- CAPTRUST’s ranking on the “Financial Advisor magazine’s 2025 RIA Discretionary & Non-Discretionary ranking” was based on CAPTRUST’s total assets as of December 31, 2024. Neither CAPTRUST nor its advisors paid a fee to Financial Advisor magazine to obtain the ranking, but does pay a licensing fee for the use of the award logo.
- CAPTRUST advisors named on the “PLANADVISER Magazine 2026 Top Retirement Plan Advisers list” were based on advisor assets among other quantitative metrics, as of Dec. 31, 2025. To be listed, advisors had to have a minimum requirement of 50 plan clients or retirement plan assets under advisement of $400 million or more. Neither CAPTRUST nor its advisors paid a fee to PlanAdviser to obtain or use the ranking.
- CAPTRUST’s ranking on “NAPA’s 2026 Top DC Advisor Multi-Office Firms” list was based on defined contribution (DC) assets under advisement (AUA) as of Dec. 31, 2025. CAPTRUST is a paid member of The National Association of Plan Advisors (NAPA). Neither CAPTRUST nor its advisors paid a fee to the National Association of Plan Advisors (NAPA) to obtain or use the ranking.
- CAPTRUST advisors named on the “NAPA’s 2026 Aces: Top 100 Retirement Plan Advisors Under 40 list” were based on a combination of data submitted by the nominees including the following: Plan size managed, advisor revenue percentage relative to total assets under advisement, total dollar value of defined contribution/defined benefit book of business managed, and other criteria as of October 2025. CAPTRUST nor its advisors paid a fee to the National Association of Plan Advisors (NAPA) to obtain or use the ranking.
- CAPTRUST’s ranking on the “Best Investment Consultant – Service & Investment Counseling – Large Investment Consultants for Institutional Investors in the U.S.” by Crisil Coalition Greenwich for 2025 was based on interviews conducted between February and September 2024 by Crisil Coalition Greenwich. They held interviews with 699 individuals from 563 of the largest tax-exempt funds in the U.S. These U.S.-based institutional investors are corporate, public, union, and endowment and foundation funds with either pension or investment pool assets greater than $150 million. Study participants were asked to provide quantitative and qualitative evaluations of their asset management and investment consulting providers, including qualitative assessments of those firms soliciting their business and detailed information on important market trends. Neither CAPTRUST nor its advisors paid a fee to Crisil Coalition to obtain or use the ranking.