Alliance Investment Management provides portfolio management for individuals and small businesses and portfolio management for pooled vehicles. The firm advises 1 private fund.
Alliance Investment Management reports 170 clients. They include 118 individual clients, 42 high-net-worth individuals, and 9 pension and profit-sharing plans. Of its assets, 83.8% ($173M across 508 accounts) are managed with discretion; $33.6M across 92 accounts are not.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 69% | 22% |
| High-net-worth individuals | 25% | 64% |
| Pooled investment vehicles | <1% | 2% |
| Pension and profit-sharing plans | 5% | 10% |
| Charitable organizations | Fewer than 5 | <1% |
| Other client typesCorporations and other businesses | Not reported | 2% |
Client shares use reported counts. Client types without a reported count are excluded from that total.
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 118 | $44.8M | 21.7% | $380K |
| High-net-worth individuals | 42 | $132M | 63.8% | $3.14M |
| Pooled investment vehicles | 1 | $4.15M | 2.0% | $4.15M |
| Pension and profit-sharing plans | 9 | $21.1M | 10.2% | $2.34M |
| Charitable organizations | Fewer than 5 | $1.12M | 0.5% | — |
| Corporations and other businesses | Fewer than 5 | $3.69M | 1.8% | — |
| Total | 170 | $207M | 100% | — |
- Clients
- 118
- Regulatory AUM
- $44.8M
- AUM share
- 21.7%
- Avg. per client
- $380K
- Clients
- 42
- Regulatory AUM
- $132M
- AUM share
- 63.8%
- Avg. per client
- $3.14M
- Clients
- 1
- Regulatory AUM
- $4.15M
- AUM share
- 2.0%
- Avg. per client
- $4.15M
- Clients
- 9
- Regulatory AUM
- $21.1M
- AUM share
- 10.2%
- Avg. per client
- $2.34M
- Clients
- Fewer than 5
- Regulatory AUM
- $1.12M
- AUM share
- 0.5%
- Avg. per client
- —
- Clients
- Fewer than 5
- Regulatory AUM
- $3.69M
- AUM share
- 1.8%
- Avg. per client
- —
Total
- Clients
- 170
- Regulatory AUM
- $207M
- AUM share
- 100%
- Avg. per client
- —
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 0
- Private funds advised
- 1
Alliance Investment Management 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
- Advice Services for Qualified Plan Participants
- Advice for qualified plan participants is charged an annual fee of 0.40% to 0.90% of the participant account, by balance and authority, payable quarterly in advance.
- Investment Consulting Services
- Investment consulting is charged a fixed fee agreed for each project, generally due when the project is completed.
Thor W. and Lori A. Nelson Trust Agreement Dated Nov. 11, 2005 owns 75% or more of Alliance Investment Management. The leadership team of Alliance Investment Management includes Chief Financial Officer Lori Nelson and Chief Compliance Officer Thor Nelson. It has 6 employees, 3 of them in advisory roles.
Leadership
- Lori NelsonChief Financial Officer
- Thor NelsonChief Compliance Officer
Investment adviser representatives
2 representatives listed in the SEC register as of 9 October 2026.
Staff
- 6 employees
- 3 in advisory functions
- 2 state-registered reps
- Owns 75% or more of Alliance Investment Management, LLC
Thor W. and Lori A. Nelson Trust Agreement Dated Nov. 11, 2005
Control person · since January 2023
Thor Nelson
Co-trustee · Control person · since November 2005
Lori Nelson
Co-trustee · Control person · since November 2005
- Owns 10% to 25% of Alliance Investment Management, LLC
Jacob and Jolene Holtrop Trust Dated August 17, 2016
since January 2023
- Owns 50% to 75% of Jacob and Jolene Holtrop Trust Dated August 17, 2016
Jacob Holtrop
Control person · since August 2016
- Owns 50% to 75% of Jacob and Jolene Holtrop Trust Dated August 17, 2016
Jolene Holtrop
Control person · since August 2016
Alliance Investment Management’s regulatory assets grew 1.7× from $122M (May 2021) to $207M (March 2026); clients rose from 133 to 170 and employees from 5 to 6.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| March 2026 | $207M | 170 | 6 | 1 |
| March 2025 | $179M | 164 | 5 | 1 |
| March 2024 | $163M | 160 | 5 | 1 |
| March 2023 | $119M | 150 | 5 | 1 |
| March 2022 | $138M | 137 | 5 | 1 |
| May 2021 | $122M | 133 | 5 | 1 |
Besides its headquarters, Alliance Investment Management has 0 offices, with 1 listed address in Michigan.
Michigan · 1 listed address
- 507 Baldwin St, JenisonHQ
Contact and registration details
- Legal name
- Alliance Investment Management, LLC
- Headquarters
- 507 Baldwin St, Jenison, MI 49428
- Website
- allianceim.com
- Phone
- 800-890-1246
- SEC file
- 801-121504
- Structure
- Michigan LLC
- Fiscal year end
- December
Alliance Investment Management uses Charles Schwab ($196M) as custodian for its separately managed accounts. Alliance Investment Management has custody of $4.15M in client assets for 1 client.
- Charles SchwabCharles Schwab & Co., Inc. · Westlake, TX · $196M100%
At year end, Alliance Investment Management’s separately managed accounts were mostly in funds (59%) and stocks (33%).
What the accounts hold
- Stocks33%
- Funds59%
- Bonds5%
- U.S. government and agency bonds3%
- State and local bonds2%
- Cash3%
How many clients does Alliance Investment Management have?
Alliance Investment Management has 170 clients and manages $207 million for them, as of March 2026. They include 118 individual clients, 42 high-net-worth individuals, and 9 pension and profit-sharing plans.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 30 March 2026
What services does Alliance Investment Management offer?
Alliance Investment Management provides portfolio management for individuals and small businesses and portfolio management for pooled vehicles.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
Which custodians does Alliance Investment Management use?
Alliance Investment Management’s separately managed account assets are held at Charles Schwab & Co., Inc. (Westlake, TX), with $196M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 30 March 2026
How many financial advisors does Alliance Investment Management have?
Alliance Investment Management has 2 investment adviser representatives registered with state securities authorities, out of 6 employees, and 3 perform investment advisory functions. None are registered representatives of a broker-dealer or 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 Alliance Investment Management invest in?
At the end of its last fiscal year, Alliance Investment Management’s separately managed accounts held 59% registered funds (mutual funds, ETFs, BDCs), 33% exchange-traded equities, 3% U.S. government and agency bonds, 3% cash and equivalents and 2% state and local bonds. It advises 1 private fund.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Alliance Investment Management?
Alliance Investment Management is owned through trusts by Jacob and Jolene Holtrop. Its direct owners are Thor W. and Lori A. Nelson Trust Agreement Dated Nov. 11, 2005 (75% or more) and Jacob and Jolene Holtrop Trust Dated August 17, 2016 (10% to 25%).
Source: Form ADV Part 1A, Schedules A and B, filed 30 March 2026
How does Alliance Investment Management get paid?
Alliance Investment Management 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 Alliance Investment Management?
Alliance Investment Management’s main office is at 507 Baldwin St, Jenison, MI 49428. Its phone number is 800-890-1246. Its website is allianceim.com.