Advisory Advocates provides financial planning, portfolio management for individuals and small businesses, and selecting other managers.
Advisory Advocates reports 249 clients. They include 196 individual clients, 47 high-net-worth individuals, and 6 corporations and other businesses. Of its assets, 100.0% ($159M across 559 accounts) are managed with discretion.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 79% | 32% |
| High-net-worth individuals | 19% | 67% |
| Corporations and other businesses | 2% | <1% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 196 | $51.3M | 32.3% | $262K |
| High-net-worth individuals | 47 | $107M | 67.4% | $2.28M |
| Corporations and other businesses | 6 | $337K | 0.2% | $56.1K |
| Total | 249 | $159M | 100% | $637K |
- Clients
- 196
- Regulatory AUM
- $51.3M
- AUM share
- 32.3%
- Avg. per client
- $262K
- Clients
- 47
- Regulatory AUM
- $107M
- AUM share
- 67.4%
- Avg. per client
- $2.28M
- Clients
- 6
- Regulatory AUM
- $337K
- AUM share
- 0.2%
- Avg. per client
- $56.1K
Total
- Clients
- 249
- Regulatory AUM
- $159M
- AUM share
- 100%
- Avg. per client
- $637K
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 0
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 0
Advisory Advocates is paid through a percentage of assets under management and fixed fees (other than subscription fees). The reviewed brochures do not disclose an asset-based fee rate. Read the SEC-filed brochure. The brochure also prices 2 other services, listed under fee details.
Fee details and sources
Other fees
- Financial Planning and Consulting
- Financial planning and consulting is a fixed fee from $250 to $1,500, negotiable, based on topics covered and time required, due on delivery of the plan.
- Retirement Plan Consulting
- Retirement plan consulting is charged an annual management fee of up to 1.00% of assets in the qualified retirement plan, negotiable and billed quarterly in arrears.
Luminist Capital, LLC owns 50% to 75% of Advisory Advocates. It has 9 employees, 7 of them in advisory roles.
Staff
- 9 employees
- 7 in advisory functions
- 7 state-registered reps
- 5 insurance agents
- Owns 50% to 75% of Advisory Advocates LLC
Luminist Capital, LLC
Control person · since June 2016
- Owns 25% to 50% of Luminist Capital, LLC
Justin Biebel
Control person · since October 2015
- Owns 25% to 50% of Luminist Capital, LLC
John Timmermans
Control person · since August 2015
- Owns 25% to 50% of Luminist Capital, LLC
The Stanley Group, LLC
Control person · since January 2020
- Owns 25% to 50% of Luminist Capital, LLC
The Gearhart 2009 Irrevocable Trust
Control person · since July 2015
Frederick Gearhart
Trustee/indirect owner · since May 2010
- Owns 25% to 50% of Advisory Advocates LLC
Trendlogic Inc.
Control person · since August 2023
- Owns 75% or more of Trendlogic Inc.
Michael Cook
Control person · since August 2023
- Owns 25% to 50% of Advisory Advocates LLC
Goldfinch Wealth Management LLC
Control person · since September 2023
- Owns 75% or more of Goldfinch Wealth Management LLC
Elizabeth Burgess
Control person · since September 2023
Besides its headquarters, Advisory Advocates has 3 offices (1 private residence, listed without an address), with 3 listed addresses across 2 states.
Michigan · 2 listed addresses
- 4981 Cascade Road, Suite C, Grand RapidsHQ
- 788 Columbia Ave., Holland
Indiana · 1 listed address
- 1910 Saint Joe Center RD, Fort Wayne
Other business names
Advisory Advocates has reported 1 other business name to the SEC.
- The Tatlan Group
Contact and registration details
- Legal name
- Advisory Advocates LLC
- Headquarters
- 4981 Cascade Road, Suite C, Grand Rapids, MI 49546
- Website
- advisoryadvocates.com
- Phone
- 866-597-8938
- SEC file
- 801-135477
- Structure
- Michigan LLC
- Fiscal year end
- December
Advisory Advocates’ named custodian for separately managed accounts is Charles Schwab ($159M). Advisory Advocates has custody of $69M for 121 clients.
- Charles SchwabCharles Schwab & Co., Inc. · Westlake, TX · $159M100%
At year end, Advisory Advocates’ separately managed accounts were mostly in stocks (56%) and funds (42%). Its reported 13F holdings for the quarter ended 30 June 2026 total $117M across 188 positions; the largest are Vanguard Index Fds (3.5%), First TR Exchange-traded FD (3.1%) and Columbia Seligm Prem Tech GR (2.5%).
What the accounts hold
- Stocks56%
- Funds42%
- Cash2%
How many clients does Advisory Advocates have?
Advisory Advocates has 249 clients and manages $159 million for them, as of March 2026. They include 196 individual clients, 47 high-net-worth individuals, and 6 corporations and other businesses.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 23 March 2026
What services does Advisory Advocates offer?
Advisory Advocates provides financial planning, portfolio management for individuals and small businesses, and selecting other managers.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
Which custodians does Advisory Advocates use?
Advisory Advocates’ separately managed account assets are held at Charles Schwab & Co., Inc. (Westlake, TX), with $159M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 23 March 2026
How many financial advisors does Advisory Advocates have?
Advisory Advocates has 7 investment adviser representatives registered with state securities authorities, out of 9 employees, and 7 perform investment advisory functions. 0 employees are registered representatives of a broker-dealer and 5 employees are licensed insurance agents.
Source: Form ADV Part 1A, Items 5.A and 5.B, from the SEC's 2 October 2026 data file
What does Advisory Advocates invest in?
At the end of its last fiscal year, Advisory Advocates’ separately managed accounts held 56% exchange-traded equities, 42% registered funds (mutual funds, ETFs, BDCs) and 2% cash and equivalents.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Advisory Advocates?
Advisory Advocates is owned through holding companies by Justin Biebel, John Timmermans, the Stanley Group, LLC, Michael Cook and Elizabeth Burgess. Its direct owners are Luminist Capital, LLC (50% to 75%), Trendlogic Inc. (25% to 50%) and Goldfinch Wealth Management LLC (25% to 50%).
Source: Form ADV Part 1A, Schedules A and B, filed 23 March 2026
How does Advisory Advocates get paid?
Advisory Advocates is paid through a percentage of assets under management and fixed fees. Its Form ADV lists no commissions or performance-based fees among how it is paid.
Source: Form ADV Part 1A, Item 5.E, from the SEC's 2 October 2026 data file
How do I contact Advisory Advocates?
Advisory Advocates’ main office is at 4981 Cascade Road, Suite C, Grand Rapids, MI 49546. Its phone number is 866-597-8938. Its website is advisoryadvocates.com.
