Ja Morant forms family-run advisory firm ILOC

Oct 1, 2025 10:09 PM

Ja Morant has taken a unique step in managing his career by becoming the first client of ILOC, an advisory firm based in Memphis.

Kevin Helms, the former head of security for the Grizzlies, run the company. It employs two of Morant’s closest family members – his uncle Phil Morant and his mother, Jamie Morant.

The firm’s name, ILOC, stands for “Internal Locus of Control.” While none of Morant’s relatives are certified NBA player agents, Helms explained in an interview with The Athletic that the group won’t be handling player contract negotiations.

Instead, ILOC’s responsibilities will focus on overseeing Morant’s off-court ventures, such as business opportunities and scheduling his social commitments.

This move comes after Morant parted ways with LIFT Sports Management, the agency founded by former NBA player Mike Miller, during the previous season. Morant has made it clear that he intends to represent himself in future contract talks.

He remains under his current deal – a five-year, $197 million contract signed in 2022 – which runs through the 2027–28 season.

Phil Morant’s involvement reflects a deep commitment to his nephew’s career. He left behind a successful role as a telecommunications executive in the Carolinas as soon as Ja was drafted second overall in 2019, dedicating himself fully to supporting the star guard’s business affairs.

He now serves as ILOC’s chief managing director, working alongside Jamie Morant, while Helms oversees the daily operations.

The structure has drawn comparisons to Kawhi Leonard’s well-known business partnership with his uncle, Dennis Robertson. However, Helms stressed that Phil Morant’s responsibilities extend even further.

“His uncle’s role has been way more in-depth,” Helms told The Athletic. “That man left a very good job the day Ja got into the draft and came here to help doing business affairs. And he’s been doing that since Day 1.”

ILOC is also planning to create a “board of directors” for each of its clients. In Ja’s case, the board includes Phil and Jamie Morant, his father Tee Morant, and Helms.

Although the firm won’t negotiate contracts, they will work with an external certified agent as a consultant on contract matters whenever necessary.

Helms framed the mission of ILOC as one of guidance and support rather than disruption.

“We’re an advisory firm,” he said. “We’re not trying to reinvent the wheel. We’re just trying to tighten it up for a market that we see for certain players that say, ‘I want to learn how to do this myself.’”