NorthStar Advisory Group provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, pension consulting, selecting other managers, education planning, and insurance. Financial planning was provided to 26–50 clients last fiscal year.
NorthStar Advisory Group reports 372 clients. They include 248 individual clients, 113 high-net-worth individuals, and 6 pension and profit-sharing plans. Of its assets, 100.0% ($377M across 866 accounts) are managed with discretion. Of its clients, 1% are outside the U.S.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 67% | 23% |
| High-net-worth individuals | 30% | 74% |
| Pension and profit-sharing plans | 2% | 2% |
| Charitable organizations | 1% | 2% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 248 | $85.3M | 22.6% | $344K |
| High-net-worth individuals | 113 | $278M | 73.7% | $2.46M |
| Pension and profit-sharing plans | 6 | $6.6M | 1.8% | $1.1M |
| Charitable organizations | 5 | $7.14M | 1.9% | $1.43M |
| Total | 372 | $377M | 100% | $1.01M |
- Clients
- 248
- Regulatory AUM
- $85.3M
- AUM share
- 22.6%
- Avg. per client
- $344K
- Clients
- 113
- Regulatory AUM
- $278M
- AUM share
- 73.7%
- Avg. per client
- $2.46M
- Clients
- 6
- Regulatory AUM
- $6.6M
- AUM share
- 1.8%
- Avg. per client
- $1.1M
- Clients
- 5
- Regulatory AUM
- $7.14M
- AUM share
- 1.9%
- Avg. per client
- $1.43M
Total
- Clients
- 372
- Regulatory AUM
- $377M
- AUM share
- 100%
- Avg. per client
- $1.01M
- Clients outside the U.S.
- 1%
- Clients advised without assets under management last fiscal year
- 0
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 26–50
NorthStar Advisory Group charges 0.85%–1.30% a year for its Wealth Management Services. The fee is billed in advance and is negotiable. The brochure also prices one other service, listed under fee details.
Fee details and sources
Other fees
- Financial Planning and Consulting Services
- Financial planning and consulting are billed hourly at up to $500 an hour, or as a fixed fee based on the hourly rate and the expected time to complete.
Morganblake, LLC owns 75% or more of NorthStar Advisory Group and is in turn owned by Michael Rosen (25–50%) and Robert Kernan (25–50%). The leadership team of NorthStar Advisory Group includes Chief Investment Officer Michael Rosen and Chief Compliance Officer Robert Kernan. It has 9 employees, 3 of them in advisory roles.
Leadership
- Robert KernanManaging Director - Financial Planning Specialist - Chief Compliance Officer
- Michael RosenManaging Director - Chief Investment Officer
Investment adviser representatives
3 representatives listed in the SEC register as of 9 October 2026.
- Robert Francis Kernan JR
- Michael Adam Rosen
- Jeffrey Adam Silverman
Staff
- 9 employees
- 3 in advisory functions
- 3 state-registered reps
- Owns 75% or more of Northstar Advisory Group, LLC
Morganblake, LLC
Control person · since February 2020
- Owns 25% to 50% of Morganblake, LLC
Michael Rosen
Control person · since February 2020
- Owns 25% to 50% of Morganblake, LLC
Robert Kernan
Control person · since February 2020
NorthStar Advisory Group’s regulatory assets grew 2.2× from $170M (July 2021) to $377M (March 2026); clients fell from 495 to 372 and employees rose from 7 to 9.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | StaffEmployees | Offices |
|---|---|---|---|---|
| Mar 2026March 2026 | $377M | 372 | 9 | 4 |
| Feb 2025February 2025 | $334M | 324 | 7 | 4 |
| Mar 2024March 2024 | $253M | 295 | 4 | 3 |
| Mar 2023March 2023 | $213M | 273 | 6 | 4 |
| Mar 2022March 2022 | $225M | 250 | 6 | 4 |
| Jul 2021July 2021 | $170M | 495 | 7 | 4 |
Besides its headquarters, NorthStar Advisory Group has 3 offices (3 private residences, listed without an address), with 1 listed address in 1 state.
New Jersey · 1 listed address
- 1555 Zion Road, Suite 204, NorthfieldHQ
Contact and registration details
- Legal name
- Northstar Advisory Group, LLC
- Headquarters
- 1555 Zion Road, Suite 204, Northfield, NJ 08225
- Phone
- 833-226-0400
- SEC file
- 801-118179
- Founded
- 2019
- Structure
- Florida LLC
- Fiscal year end
- December
NorthStar Advisory Group’s named custodian for separately managed accounts is Charles Schwab ($377M). NorthStar Advisory Group has custody of $50.3M for 56 clients.
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $377M100%
At year end, NorthStar Advisory Group’s separately managed accounts were mostly in stocks (77%) and bonds (19%). Its reported 13F holdings for the quarter ended 30 June 2026 total $322M across 119 positions; the largest are SPDR Series Trust (10.6%), iShares TR (6.7%) and Nvidia Corporation (5.2%).
What the accounts hold
- Stocks77%
- Non-exchange-traded equities63%
- Exchange-traded equities14%
- Bonds19%
- U.S. government and agency bonds11%
- Investment grade corporate bonds7%
- State and local bonds1%
- Cash4%
Reported 13F holdings
- $322M
- Reported 13F value
- 119
- Positions
- 46.3%
- In the 10 largest
- +20.1%
- Value vs. prior quarter
- SPDR Series Trust · ST Str P500etf10.6%
- iShares TR · Ishs 1-5yr Invs6.7%
- Nvidia Corporation5.2%
- iShares TR · 1 3 YR Treas BD4.8%
- Alphabet Inc. · Cap Stk CL A4.0%
- Apple Inc.3.7%
- Select Sector SPDR TR · ST Str Stapl ETF3.3%
- Microsoft Corp.2.7%
- Verizon Communications Inc.2.7%
- Select Sector SPDR TR · ST Str Techn ETF2.6%
Together, the ten largest are 46.3% of reported value.
How many clients does NorthStar Advisory Group have?
NorthStar Advisory Group has 372 clients and manages $377 million for them, as of March 2026. They include 248 individual clients, 113 high-net-worth individuals, and 6 pension and profit-sharing plans.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 6 March 2026
What services does NorthStar Advisory Group offer?
NorthStar Advisory Group provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, pension consulting, selecting other managers, education planning, and insurance.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file; Part 2A brochure, Item 4
How much does NorthStar Advisory Group charge?
NorthStar Advisory Group charges 0.85%–1.30% a year for its Wealth Management Services. The fee is billed in advance and is negotiable.
Which custodians does NorthStar Advisory Group use?
NorthStar Advisory Group’s separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $377M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 6 March 2026
How many financial advisors does NorthStar Advisory Group have?
NorthStar Advisory Group has 3 investment adviser representatives registered with state securities authorities, out of 9 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 NorthStar Advisory Group invest in?
At the end of its last fiscal year, NorthStar Advisory Group’s separately managed accounts held 63% non-exchange-traded equities, 14% exchange-traded equities, 11% U.S. government and agency bonds, 7% investment grade corporate bonds, 4% cash and equivalents 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 NorthStar Advisory Group?
NorthStar Advisory Group is owned through a holding company by Michael Rosen and Robert Kernan. Its direct owner is Morganblake, LLC (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 6 March 2026
How does NorthStar Advisory Group get paid?
NorthStar Advisory Group is paid through a percentage of assets under management. 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 NorthStar Advisory Group?
NorthStar Advisory Group’s main office is at 1555 Zion Road, Suite 204, Northfield, NJ 08225. Its phone number is 833-226-0400. Its website is thenorthstaradvisorygroup.com.