The Power of Precision in Asset Management

About Us

Atlatl Alpha is focused on traditional asset and commodity markets for investors. The firm is located in the Madison, Wisconsin

Our Name

at· latl

A tool that uses leverage to propel an arrow towards its intended target with greater accuracy, velocity, and power

Our Team

Ray Zemon, MBA. Principal.

Ray, born 1948, serves as the Director of Fixed Income, Portfolio Manager, and Partner for Atlatl Advisers. From 1976 through 1981, Ray was a Fixed Income Portfolio Manager at Harris Trust and Savings Bank in Chicago. From 1981 through 1999, Ray was the Chief Fixed Income Investment Officer and Managing Director of Lincoln Capital Management (now part of Neuberger Berman).

Additionally, Ray has been a successful investor and director in many companies. In 1999, Ray was the founding investor in Bop, LLC (, an online retailer of women’s fashion. Bop was acquired by Amazon in 2006. In 2003, Ray was an investor and a director (2006 until 2011) of FinAnalytica, Inc., a developer of analytical tools for investment professionals. In 2007, Ray was an investor and a director of Nemean Networks, LLC, a developer of IT network security software. Nemean was acquired by Qualys, Inc. in 2010. In 2013, Ray was an investor and a director in MdotLabs, Inc., a developer of cyber-security methodologies to identify non-human traffic generating fraudulent ad revenue on pay-per-view networks and other traffic generation techniques. MdotLabs was sold to ComScore in 2014. Additionally, in 2013, Ray was an investor and a director (2013-2014) in The Art Commission (, a global platform to showcase design projects that feature commissioned artwork in interior, architectural, and public spaces.

Mark Fedenia, Ph.D. Principal.

Mark, born 1954, serves as Chief Investment Officer for Atlatl Advisers. Mark is the Baird Professor of Finance and Director of the Wealth Management Financial Planning Program in the University of Wisconsin School of Business. His research and teaching interests include investment management, wealth management financial planning. For more than two decades, he was the director of the UW Madison Applied Security Analysis Program (ASAP).

Mark earned his Ph.D. from the University of Wisconsin Madison. He is associate editor of the Financial Planning Review, the flagship publication of the CFP Board. In his role with ASAP, Mark managed equity and fixed income portfolios for the UW Madison Foundation and UW System. For many years, Mark was a consultant to the UW System where he selected outside investment managers and wrote investment policies. In addition, he co-managed an alternative asset portfolio, a fund of funds, and a long short equity fund between 2000 and 2012. Since 2015, he founded his own registered investment advisory firm which, after joining forces with the remainder of the team developed into Atlatl Advisers.

Ross Fedenia, CFP®. Principal.

Ross, born 1987, founded Atlatl Advisers with Mark Fedenia and serves as the team’s Managing Director. Ross began his career in finance as an analyst at a hedge fund before specializing in private wealth management. After attending the University of Chicago, Ross furthered his education at the University of Wisconsin and became the first graduate from the Wealth Management and Financial Planning Program, which his father, Mark Fedenia, Ph.D founded. With his progressive vision and strategic direction, Ross is an innovative leader of the group.

Ross started his career in wealth management with Robert W Baird in Madison, Wisconsin before joining one of the largest teams at UBS. After 9 years in the broker dealer and wirehouse world, Ross firmly believed his clients and the future of the business and industry would be best served within the structure of a Registered Investment Adviser. The belief was rooted in the duty to uphold a fiduciary status and always act in the client’s best interest Additionally, as a fully independent Registered Investment Adviser, the ability to provide deeper value and expertise with maximum flexibility to customize advice for each relationship is a core competitive advantage Ross believes Atlatl Advisers brings to the table.

Tim Price, CFA. Principal.

Tim, born 1965, serves as a Portfolio Manager for Atlatl Advisers. Prior to his involvement with Atlatl, Tim was Principal of RiverRock Investors, a consulting firm specializing in algorithmic investing models. Additionally, Tim’s experience includes senior positions with two start up quant funds, the Chief Investment Officer (for a Registered Investment Adviser managing over 1 billion in assets), and as a financial analyst for a boutique private equity firm.

Tim has earned his MBA from the University of Wisconsin. Tim is also a Chartered Financial Analyst charter holder. Tim and his wife Cara enjoy spending their free time at their Montana cabin exploring the greater Yellowstone ecosystem preferably with a fly rod in his right hand and a trout coming to the net in the left.