Atrato Advisors, founded by Cantor Fitzgerald veteran Brian Reich, has launched an alternative investment advisory and strategic consulting practice. Based in New York, Atrato will focus primarily on hedge fund research and advisory mandates for small-to-medium sized institutional investors, including family offices, endowments and foundations.

The firm will also provide outsourced research services to multi-manager hedge funds with operations outside the U.S., as well as strategic consulting services to individual hedge fund managers. The firm said it has already started work on a pair of mandates from early supporters, including a research assignment from an Asia-based fund of funds and a consulting project for a U.S.-based hedge fund manager.

Reich recently left his post as head of research at Cantor Advisors, the asset management division of Cantor Fitzgerald. Prior to joining Cantor, Reich was director of hedge fund research globally for Deutsche Bank’s private wealth management division.