Sentinel Advisory Group provides financial planning, portfolio management for individuals and small businesses, pension consulting, selecting other managers, business succession planning, education planning, estate planning, and insurance.
Sentinel Advisory Group reports 381 clients. They include 284 individual clients, 95 high-net-worth individuals and 2 charitable organizations. Of its assets, 100.0% ($321M across 1,089 accounts) are managed with discretion. A wrap fee program the firm both sponsors and manages holds $321M.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 75% | 39% |
| High-net-worth individuals | 25% | 61% |
| Charitable organizations | <1% | <1% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 284 | $125M | 39.1% | $442K |
| High-net-worth individuals | 95 | $195M | 60.8% | $2.05M |
| Charitable organizations | Fewer than 5 | $276K | 0.1% | $138K |
| Total | 381 | $321M | 100% | — |
- Clients
- 284
- Regulatory AUM
- $125M
- AUM share
- 39.1%
- Avg. per client
- $442K
- Clients
- 95
- Regulatory AUM
- $195M
- AUM share
- 60.8%
- Avg. per client
- $2.05M
- Clients
- Fewer than 5
- Regulatory AUM
- $276K
- AUM share
- 0.1%
- Avg. per client
- $138K
Total
- Clients
- 381
- Regulatory AUM
- $321M
- 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
- 0
- Financial planning clients last fiscal year
- 0
Sentinel Advisory Group 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 one other service, listed under fee details.
Fee details and sources
Other fees
- Wealth Management Consulting
- Wealth management consulting is billed as an annual fee, a flat fee or an hourly rate not to exceed $500, and is negotiable.
Peter Shulla owns 25% to 50% of Sentinel Advisory Group. It has 10 employees, 8 of them in advisory roles.
Staff
- 10 employees
- 8 in advisory functions
- 8 state-registered reps
- 5 insurance agents
- Owns 25% to 50% of Sentinel Advisory Group, LLC
Peter Shulla
Control person · since July 2025
- Owns 25% to 50% of Sentinel Advisory Group, LLC
Brenton Cashore
Control person · since July 2025
- Owns 25% to 50% of Sentinel Advisory Group, LLC
Nathan Keeling
Control person · since July 2025
Besides its headquarters, Sentinel Advisory Group has 0 offices, with 1 listed address in 1 state.
Wisconsin · 1 listed address
- 1600 Aspen Commons, Suite 825, MiddletonHQ
Contact and registration details
- Legal name
- Sentinel Advisory Group, LLC
- Headquarters
- 1600 Aspen Commons, Suite 825, Middleton, WI 53562
- Website
- sentineladvisorygroup.com
- Phone
- 608-579-9350
- @sentineladvisorygroup
- SEC file
- 801-134809
- Founded
- 2021
- Structure
- Wisconsin LLC
- Fiscal year end
- December
Sentinel Advisory Group’s named custodian for separately managed accounts is Fidelity ($321M). Sentinel Advisory Group has custody of $18.1M for 17 clients.
- FidelityNational Financial Services LLC · Boston, MA · $321M100%
At year end, Sentinel Advisory Group’s separately managed accounts were mostly in funds (88%). Its reported 13F holdings for the quarter ended 30 June 2026 total $245M across 60 positions; the largest are iShares TR (19.6%), First TR Exchange Traded FD (9.1%) and Schwab Strategic TR (7.6%).
What the accounts hold
- Stocks3%
- Funds88%
- Bonds2%
- Cash6%
- Other1%
- Structured notes and variable annuities1%
How many clients does Sentinel Advisory Group have?
Sentinel Advisory Group has 381 clients and manages $321 million for them, as of March 2026. They include 284 individual clients, 95 high-net-worth individuals and 2 charitable organizations.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 2 March 2026
What services does Sentinel Advisory Group offer?
Sentinel Advisory Group provides financial planning, portfolio management for individuals and small businesses, pension consulting, selecting other managers, business succession planning, education planning, estate 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
Which custodians does Sentinel Advisory Group use?
Sentinel Advisory Group’s separately managed account assets are held at National Financial Services LLC (Boston, MA), with $321M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 2 March 2026
How many financial advisors does Sentinel Advisory Group have?
Sentinel Advisory Group has 8 investment adviser representatives registered with state securities authorities, out of 10 employees, and 8 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 Sentinel Advisory Group invest in?
At the end of its last fiscal year, Sentinel Advisory Group’s separately managed accounts held 88% registered funds (mutual funds, ETFs, BDCs), 6% cash and equivalents, 3% exchange-traded equities, 2% state and local bonds and 1% other. The 1% other category is described as: Structured Notes and Variable Annuities.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Sentinel Advisory Group?
Sentinel Advisory Group’s direct owners are Peter Shulla, Brenton Cashore and Nathan Keeling, each holding 50% or less.
Source: Form ADV Part 1A, Schedules A and B, filed 2 March 2026
How does Sentinel Advisory Group get paid?
Sentinel Advisory Group 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 Sentinel Advisory Group?
Sentinel Advisory Group’s main office is at 1600 Aspen Commons, Suite 825, Middleton, WI 53562. Its phone number is 608-579-9350. Its website is sentineladvisorygroup.com.