Rigor Equity recently made headlines for its bold new presence in New York City.

Rigor Equity recently made headlines for its bold new presence in New York City, marking a major step beyond its Chicago roots. To announce its growing footprint, the firm launched a striking billboard in Times Square, one of the world’s most visible advertising locations, signaling expansion and brand recognition in a competitive global market.

The campaign’s imagery and message reflect Rigor Equity’s operator‑led philosophy—emphasizing hands‑on asset management, rapid problem‑solving, and direct engagement with investment partners rather than traditional hierarchical advisory models.

Originally founded and based in Chicago, Illinois, Rigor Equity built its reputation on transforming undervalued properties through active repositioning and construction expertise. The Times Square initiative is part of the company’s strategy to expand its limited partner (LP) base beyond the Midwest and attract East Coast investors who value execution and operator‑level involvement.

Check this link for article details →