Ja Morant became the first client of ILOC, a Memphis-based advisory firm led by former Grizzlies security head Kevin Helms and including the star's uncle Phil Morant and mother Jamie Morant as employees.

The firm's name stands for "Internal Locus of Control." None of the family members are certified NBA player agents. ILOC will manage Morant's off-court business opportunities and social calendar but will not negotiate player contracts, according to Helms in an interview with The Athletic.

Morant parted ways with Mike Miller's sports agency LIFT Sports Management last season. He has stated he will negotiate his next contract himself. Morant is currently eligible for an extension off his five-year, $197 million contract that expires in 2028.

Phil Morant left his position as a regional telecommunications executive in the Carolinas when his nephew was drafted second overall in 2019. He serves as chief managing director alongside Jamie Morant, with Helms handling day-to-day operations.

The arrangement draws comparisons to Kawhi Leonard's relationship with his uncle Dennis Robertson. However, Helms emphasized significant differences in Phil Morant's role.

"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 will form a "board of directors" for each client. Morant's board includes his uncle, mother, father Tee Morant and Helms. An unnamed certified agent will consult on contract matters as needed.

"We're an advisory firm," Helms 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.'"