Advisory Alpha provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, pension consulting, and educational seminars. Financial planning was provided to 26–50 clients last fiscal year.
Advisory Alpha reports 13,831 clients. They include 8,341 individual clients, 4,999 other investment advisers and 458 high-net-worth individuals. Of its assets, 100.0% ($4.37B across 24,401 accounts) are managed with discretion.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 60% | 34% |
| High-net-worth individuals | 3% | 21% |
| Pension and profit-sharing plans | <1% | <1% |
| Other investment advisers | 36% | 45% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 8,341 | $1.47B | 33.5% | $176K |
| High-net-worth individuals | 458 | $910M | 20.8% | $1.99M |
| Pension and profit-sharing plans | 33 | $42.4M | 1.0% | $1.29M |
| Other investment advisers | 4,999 | $1.96B | 44.7% | $391K |
| Total | 13,831 | $4.37B | 100% | $316K |
- Clients
- 8,341
- Regulatory AUM
- $1.47B
- AUM share
- 33.5%
- Avg. per client
- $176K
- Clients
- 458
- Regulatory AUM
- $910M
- AUM share
- 20.8%
- Avg. per client
- $1.99M
- Clients
- 33
- Regulatory AUM
- $42.4M
- AUM share
- 1.0%
- Avg. per client
- $1.29M
- Clients
- 4,999
- Regulatory AUM
- $1.96B
- AUM share
- 44.7%
- Avg. per client
- $391K
Total
- Clients
- 13,831
- Regulatory AUM
- $4.37B
- AUM share
- 100%
- Avg. per client
- $316K
- 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
- 26–50
Advisory Alpha is paid through a percentage of assets under management, hourly charges 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 one other service, listed under fee details.
Fee details and sources
Other fees
- Hourly and Fixed Fee Services
- Hourly fees are $50 to $400 per hour and fixed fees generally $1,000 to $10,000 for specialty offerings such as financial planning, negotiable.
Steve Osterink owns 75% or more of Advisory Alpha. The leadership team of Advisory Alpha includes Chief Compliance Officer Janine Osterink. It has 66 employees, 61 of them in advisory roles.
Leadership
- Janine OsterinkChief Compliance Officer
- Steve OsterinkManaging Member
Investment adviser representatives
66 representatives listed in the SEC register as of 9 October 2026.
- Riley Scott Aalderink
- Guy Abbott Alderdice JR
- Benjamin D Allen
- Jared Aulick
- Michael Thomas Baker
- Michael Harrison Baker
- Elijah Timothy Beckwith
- Joshua John Bergsma
- Kevin Michael Bucher
- Lisa Renae Carlson
- Justin Chase
- Jaime Nicole Cowper
- Nicole Janisse Crandell
- Michael Alan Dewitt
- Brenden DeWys
- Charles Fredrick Dinise
- Jaden Elenbaas
- Ryan Michael Elenbaas
- Luke J Franks
- Seth Frantz
- Connor Ross Gaffney
- Bryan K Gaiser
- Deirdre Hafen
- Glenn A Hansen
- Robert Severin Harkson
- Stephen George Harlow
- Nicholas Henry Heinrich
- James Michael Hill
- Danny Cory Howes
- Robert Kort
- Brian J Kragt
- Jonathan Edward Lohr
- Martin Lopez Tuero
- Jeffrey Kim Lorenz
- David John Loskill
- Gaylynn Loskill
- Ross Evan Marynell
- Gregory Carl Mayes
- Josef Andrew Mehall
- Ryan Alexander Mesimer
- Steven Michael Milligan
- Ronald Arthur Myers JR.
- Adam Nidal Naser
- Kaitlyn Natividad
- John Newton
- Ryan Christian O'Connor
- Sean O'Drobinak
- William Joseph O'Neil
- Kyle Timothy Obrien
- Mark Ryan Oneil
- Janine Lee Osterink
- Steve Mark Osterink JR.
- Joel Palmbos
- Ramona Henderson Pearson
- Nathan Poiry
- James Wesley Poling
- Daniel James Ribbink
- Peter A Samenuk
- James Jay Schipper
- Elizabeth Kathleen Skoglund
- Matthew Swinford
- Ian Thomas Thanasiu
- Ryan Patrick Trulove MR.
- Karron Edgar Wages
- Nathan C Weeber
- Benjamin Lawrence Winne
Staff
- 66 employees
- 61 in advisory functions
- 61 state-registered reps
- 5 broker-dealer reps
- 36 insurance agents
- 4 soliciting firms
- Owns 75% or more of Advisory Alpha, LLC
Steve Osterink
Control person · since June 2011
Advisory Alpha’s regulatory assets grew 3.5× from $1.25B (July 2021) to $4.37B (March 2026); clients rose from 7,181 to 13,831 and employees from 44 to 66.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| March 2026 | $4.37B | 13,831 | 66 | 28 |
| April 2025 | $3.47B | 13,126 | 60 | 25 |
| May 2024 | $3B | 12,860 | 60 | 27 |
| June 2023 | $1.79B | 9,592 | 58 | 26 |
| July 2022 | $1.81B | 7,935 | 46 | 21 |
| July 2021 | $1.25B | 7,181 | 44 | 21 |
Besides its headquarters, Advisory Alpha has 27 offices (4 private residences, listed without an address), with 22 listed addresses across 13 states.
Michigan · 6 listed addresses
- 348 S Waverly RD, Suite 100, HollandHQ
- 348 S Waverly RD, Holland
- 348 S Waverly RD, Holland
- 30400 Telegraph RD, Bingham Farms
- 250 South State Street, Zeeland
- 7608 Allen RD, Allen Park
California · 2 listed addresses
- 3350 Shelby Street, Ontario
- 5701 Lonetree BLVD, Rocklin
Idaho · 2 listed addresses
- 5660 E Franklin Road, Nampa
- 2667 E Gala Court, Meridian
Ohio · 2 listed addresses
- 6636 Providence Street, Whitehouse
- 770 Commerce Drive, Perrysburg
Washington · 2 listed addresses
- 4423 PT. Fosdick DR. NW, Gig Harbor
- 201 North Edison, Kennewick
Arkansas · 1 listed address
- 11311 Arcade Drive, Little Rock
Florida · 1 listed address
- 2945 Cardinal DR, Vero Beach
Iowa · 1 listed address
- 5550 Wild Rose LN, West Des Moines
North Carolina · 1 listed address
- 445 Dolley Madison RD, Greensboro
South Carolina · 1 listed address
- 127 Ben Casey DR, Fort Mill
Tennessee · 1 listed address
- 11 Willow St, Nashville
Vermont · 1 listed address
- 125 Coon Club RD, West Windsor
Virginia · 1 listed address
- 5005 Colley Avenue, Norfolk
Other business names
Advisory Alpha has reported 2 other business names to the SEC.
- Conger Wealth Management
- Financial Decisions
Contact and registration details
- Legal name
- Advisory Alpha, LLC
- Headquarters
- 348 S Waverly RD, Suite 100, Holland, MI 49423
- Website
- advisoryalpha.com
- Phone
- 866-530-1400
- SEC file
- 801-72499
- Structure
- Michigan LLC
- Fiscal year end
- December
Advisory Alpha uses Charles Schwab ($3.7B, 86%) and Fidelity ($617M, 14%) as custodians for its separately managed accounts. Advisory Alpha has custody of $181M in client assets for 669 clients.
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $3.7B86%
- FidelityFidelity Brokerage Services LLC · Smithfield, RI · $617M14%
At year end, Advisory Alpha’s separately managed accounts were mostly in stocks (81%) and funds (10%). Its reported 13F holdings for the quarter ended 30 June 2026 total $4.08B across 571 positions; the largest are SPDR Series Trust (8.4%), SPDR Series Trust (7.4%) and Schwab Strategic TR (6.3%).
What the accounts hold
- Stocks81%
- Funds10%
- Bonds5%
- U.S. government and agency bonds2%
- Investment grade corporate bonds2%
- State and local bonds1%
- Cash4%
Reported 13F holdings
- $4.08B
- Reported 13F value
- 571
- Positions
- 47.8%
- In the 10 largest
- +11.4%
- Value vs. prior quarter
- SPDR Series Trust · ST Str P500grw8.4%
- SPDR Series Trust · ST Str P500val7.4%
- Schwab Strategic TR · US Mid-cap ETF6.3%
- Select Sector SPDR TR · ST Str Techn ETF5.9%
- SPDR Index Shs Fds · ST Str PO EX ETF4.9%
- SPDR Series Trust · ST Shor Corp. ETF3.9%
- Schwab Strategic TR · US Sml Cap ETF3.4%
- SPDR Series Trust · ST Port High ETF2.7%
- Select Sector SPDR TR · ST Str Finl ETF2.6%
- Ssga Active ETF TR · ST Str BL LN ETF2.2%
Together, the ten largest are 47.8% of reported value.
How many clients does Advisory Alpha have?
Advisory Alpha has 13,831 clients and manages $4.37 billion for them, as of March 2026. They include 8,341 individual clients, 4,999 other investment advisers and 458 high-net-worth individuals.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 31 March 2026
What services does Advisory Alpha offer?
Advisory Alpha provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, pension consulting, and educational seminars.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
Which custodians does Advisory Alpha use?
Advisory Alpha’s separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $3.7B and Fidelity Brokerage Services LLC (Smithfield, RI), with $617M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 31 March 2026
How many financial advisors does Advisory Alpha have?
Advisory Alpha has 61 investment adviser representatives registered with state securities authorities, out of 66 employees, and 61 perform investment advisory functions. 5 employees are registered representatives of a broker-dealer and 36 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 Alpha invest in?
At the end of its last fiscal year, Advisory Alpha’s separately managed accounts held 81% exchange-traded equities, 10% registered funds (mutual funds, ETFs, BDCs), 4% cash and equivalents, 2% U.S. government and agency bonds, 2% investment grade corporate bonds and 1% state and local bonds.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Advisory Alpha?
Advisory Alpha’s direct owner is Steve Osterink (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 31 March 2026
How does Advisory Alpha get paid?
Advisory Alpha is paid through a percentage of assets under management, hourly charges 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
Is Advisory Alpha registered with the SEC?
Yes, Advisory Alpha has been registered with the SEC as an investment adviser since 14 June 2011. Its CRD number is 158282 and its SEC file number is 801-72499.
Source: Form ADV Part 1A, Item 1, filed 31 March 2026; IAPD firm record
How do I contact Advisory Alpha?
Advisory Alpha’s main office is at 348 S Waverly RD, Suite 100, Holland, MI 49423. Its phone number is 866-530-1400. Its website is advisoryalpha.com.