What's in a Name?
Ke represents the cost of capital (expected return) in one version of the Capital Asset Pricing Model (CAPM). The CAPM is widely used to help determine the value of a company. We adopted Ke (pronounced "key") as our firm's name and "squared" it in our logo. This represents our commitment to our clients to always seek to go beyond what's just expected and our understanding that the value of our firm lies in the value we provide to you.