In 2002, the company name was changed from LeCraw Investment Management to American Values Investments in order to incorporate a patriotic focus. LeCraw believes that America, including the values she represents and the freedoms we enjoy, are critical for us and the world. Even before the name change LeCraw observed that most values-based investment strategies involved avoiding companies that were doing harm to society. As result, he along with Glen Yelton, a former army intelligence veteran, developed a pro-active research process to target companies with the best values that were making substantially positive contributions to America. Stock portfolios of these companies they called American Hero Companies were then created for the investing public.
This positive/pro-active approach attracted several highly qualified professionals in the areas of research, sales, operations, and investments. It also attracted investment capital from some influential corporate executives, which allowed the company to expand. There are now investment professionals residing in 8 states providing AmHero portfolios to investors in over 30 states.