Wealth manager, independent · Holland, MI
Advisory Alpha, LLC
SEC-registered investment adviser · CRD 158282 · SEC 801-72499
At a glance
Advisory Alpha, LLC is an SEC-registered investment adviser based in Holland, Michigan, with $4.4B in regulatory assets under management as of its Form ADV filed March 31, 2026. It reports 8,799 individual clients, 458 of them high-net-worth, holding an average of about $0.3 million each, and 66 employees. That ranks it 260th among the nation’s 5,657 independent wealth management RIAs and 7th of 178 in Michigan. It reports 2 custodians for its clients’ separately managed accounts: Charles Schwab and Fidelity.
Main office 866-530-1400advisoryalpha.comAs filed on Form ADV
- Regulatory AUM
- $4.4B
- Rank among independent wealth managers
- #260 of 5,657
- Rank among all SEC RIAs
- #2,296 of 17,210
- Rank in Michigan
- #7 of 178
- Individual clients
- 8,799
- High-net-worth clients
- 458
- Accounts
- 24,401
- Discretionary
- 100% of AUM
- Employees
- 66
- Advisory staff
- 61
- Offices
- 28
Owners and executives on its Form ADV
- Steve M. OsterinkManaging Member
- Janine L. OsterinkChief Compliance Officer
Custody and brokerage
Broker-dealer
Hybrid RIA
Advisory Alpha, LLC is a hybrid RIA: 5 of its employees are also registered representatives of a broker-dealer.
Form ADV Part 1 doesn’t name an unaffiliated broker-dealer. The firm’s Part 2A brochure (Item 10) and each adviser’s record on the SEC’s adviser search do.
Who it serves
| Client type | Clients | Regulatory AUM | Share |
|---|---|---|---|
| Other investment advisers | 4,999 | $2.0B | 45% |
| Individuals | 8,341 | $1.5B | 34% |
| High-net-worth individuals | 458 | $910M | 21% |
| Pension and profit sharing plans | 33 | $42M | <1% |
Disciplinary disclosures
Advisory Alpha, LLC answers yes to 1 disclosure item in Item 11 of Form ADV (criminal, regulatory or civil matters involving the firm or its advisory affiliates). Read the details on the SEC’s adviser search ↗
Services
- Financial planning
- Portfolio management for individuals and small businesses
- Portfolio management for businesses and institutions
- Pension consulting
- Educational seminars and workshops
How it’s paid
- A percentage of assets under management
- Hourly charges
- Fixed fees
Form ADV and brochures on the SEC’s adviser search ↗advisoryalpha.com ↗
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The full record on Advisory Alpha, LLC
Ten years of SEC filings, its owners and contacts, and how it stacks up against its peers. Atlas members see all of it.
- Assets, accounts, clients and staff, ten years of filings
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- Growth over one, three and five years
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- Rank against 932 peers of its type and size
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- Owners and executives, with titles and stakes
- 2 namedLocked
- Main office, fax and compliance officer
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- Filing changes this year, with alerts
- 1Locked
Free while Atlas launches: create a free account and confirm your email. Every figure comes from SEC filings.
Similar-size RIAs in Michigan
All of Michigan →| Firm | Regulatory AUM | Clients |
|---|---|---|
| Rehmann WealthLansing | $5.3B | 2,186 |
| Advance Capital Management IncSouthfield | $5.0B | 7,287 |
| CG Advisory ServicesWilliamston | $4.6B | 4,898 |
| Azimuth Capital ManagementBloomfield Hills | $4.0B | 381 |
| Corecap AdvisorsSouthfield | $4.0B | 9,671 |
| Innovia Wealth, LLCGrand Rapids | $3.3B | 727 |
Background
Questions
How much does Advisory Alpha, LLC manage?
Advisory Alpha, LLC reports $4.4B in regulatory assets under management across 24,401 accounts, 100% of it on a discretionary basis, on its Form ADV filed March 31, 2026.
How many clients does Advisory Alpha, LLC have?
It reports 8,799 individual clients: 458 high-net-worth individuals and 8,341 other individuals. Individuals account for about 54% of its regulatory assets.
Where is Advisory Alpha, LLC headquartered?
Its main office is in Holland, Michigan. It reports 28 offices in total and 66 employees, 61 of whom perform investment advisory functions.
How does Advisory Alpha, LLC charge clients?
On Form ADV it lists these forms of compensation: a percentage of assets under management; hourly charges; fixed fees. Fees and minimums are set out in its Form ADV Part 2A brochure, available on the SEC’s adviser search.
What custodian does Advisory Alpha, LLC use?
It reports 2 custodians for its clients’ separately managed accounts: Charles Schwab and Fidelity. On Schedule D of its Form ADV filed March 31, 2026, it reports these amounts held: Charles Schwab ($3.7B); Fidelity ($617M). Form ADV lists only custodians holding 10% or more of separately managed account assets.
Is Advisory Alpha, LLC a hybrid RIA with a broker-dealer?
Advisory Alpha, LLC is a hybrid RIA: 5 of its employees are also registered representatives of a broker-dealer. Those representatives can also earn commissions on brokerage business through the broker-dealer, where different rules apply than for advisory accounts.
Is Advisory Alpha, LLC a fiduciary?
As an SEC-registered investment adviser, Advisory Alpha, LLC owes its advisory clients a fiduciary duty under the Investment Advisers Act of 1940, which includes duties of care and loyalty. 5 of its employees are also registered representatives of a broker-dealer, where different rules apply to brokerage recommendations.
Where these numbers come from
Every figure is Advisory Alpha, LLC’s own answer on its latest Form ADV, from the SEC’s registered-adviser list as of October 1, 2026: regulatory assets and accounts (Item 5.F), clients by type (5.D), employees (5.A and 5.B), compensation (5.E) and services (5.G). Custodians come from Schedule D 5.K(3) of its latest filing (2026-03-31), which lists those holding 10% or more of separately managed account assets and the amount at each. “Hybrid” means some employees are also registered representatives of a broker-dealer (Item 5.B(2)); affiliated broker-dealers are the related persons it lists in Item 7.A and Schedule D. Firm type comes from its own answers: broker-dealer firms are registered broker-dealers themselves (Item 6.A); private fund advisers manage mostly private funds (Item 7.B, 5.D); wealth managers manage at least half their assets for individuals (5.D). Its national rank compares it with every US-based independent wealth management RIA, the same field as The Largest RIAs. Figures are as of the firm’s last annual update, so they can lag recent deals and market moves. Regulatory AUM counts assets the firm continuously supervises and can differ from what a firm markets.
Not an endorsement or a recommendation. Before hiring any adviser, read its Form ADV Part 2A brochure and check its record on the SEC’s adviser search. How to check a financial advisor →