Sterling Investment Counsel provides financial planning, portfolio management for individuals and small businesses, education planning, insurance, and tax planning. Financial planning was provided to 1,000 clients last fiscal year.
Sterling Investment Counsel reports 888 clients. They include 546 individual clients, 307 high-net-worth individuals, and 25 pension and profit-sharing plans. Of its assets, 99.4% ($1.03B across 2,238 accounts) are managed with discretion; $6.29M across 15 accounts are not. It advised 18 clients without assets under management last fiscal year.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 61% | 16% |
| High-net-worth individuals | 35% | 79% |
| Pension and profit-sharing plans | 3% | 4% |
| Charitable organizations | <1% | <1% |
| Corporations and other businesses | <1% | 1% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 546 | $162M | 15.7% | $297K |
| High-net-worth individuals | 307 | $815M | 78.8% | $2.65M |
| Pension and profit-sharing plans | 25 | $36.4M | 3.5% | $1.46M |
| Charitable organizations | Fewer than 5 | $5.71M | 0.6% | $1.9M |
| Corporations and other businesses | 7 | $15.2M | 1.5% | $2.17M |
| Total | 888 | $1.03B | 100% | — |
- Clients
- 546
- Regulatory AUM
- $162M
- AUM share
- 15.7%
- Avg. per client
- $297K
- Clients
- 307
- Regulatory AUM
- $815M
- AUM share
- 78.8%
- Avg. per client
- $2.65M
- Clients
- 25
- Regulatory AUM
- $36.4M
- AUM share
- 3.5%
- Avg. per client
- $1.46M
- Clients
- Fewer than 5
- Regulatory AUM
- $5.71M
- AUM share
- 0.6%
- Avg. per client
- $1.9M
- Clients
- 7
- Regulatory AUM
- $15.2M
- AUM share
- 1.5%
- Avg. per client
- $2.17M
Total
- Clients
- 888
- Regulatory AUM
- $1.03B
- AUM share
- 100%
- Avg. per client
- —
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 18
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 1000
Sterling Investment Counsel charges 1.25%–1.50% a year for its Asset-Based Fees for Portfolio Management. The fee is billed in advance, is negotiable and has a $1,500 annual minimum.
Fee details and sources
Sterling Delaware, LLC owns 50% to 75% of Sterling Investment Counsel and is in turn owned by Christopher Marks (25–50%) and Cynthia Vance (25–50%). Cynthia Vance is CEO; the leadership team includes Chief Operating Officer Mark Larussa and Chief Compliance Officer Christopher Marks. It has 9 employees, 8 of them in advisory roles.
Leadership
- Cynthia VanceChief Executive Officer
- Mark LarussaChief Operating Officer
- Christopher MarksChief Compliance Officer
- Phillip VanceMember
Investment adviser representatives
5 representatives listed in the SEC register as of 9 October 2026.
- Chelsea Lynn Blasch
- John Lawrence Langer
- Christopher Michael Marks
- Cynthia Eileen Vance
- Phillip Kenneth Vance
Staff
- 9 employees
- 8 in advisory functions
- 4 state-registered reps
- 4 broker-dealer reps
- 3 insurance agents
- Owns 50% to 75% of Sterling Investment Counsel, LLC
Sterling Delaware, LLC
Control person · since January 2026
- Owns 25% to 50% of Sterling Delaware, LLC
Christopher Marks
Control person · since January 2026
- Owns 25% to 50% of Sterling Delaware, LLC
Cynthia Vance
Control person · since January 2026
- Owns 25% to 50% of Sterling Investment Counsel, LLC
Phillip Vance
Control person · since January 2016
Sterling Investment Counsel’s regulatory assets grew 2.1× from $503M (May 2021) to $1.03B (August 2026); clients rose from 671 to 888 and employees were 9 in both filings.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| August 2026 | $1.03B | 888 | 9 | 1 |
| April 2025 | $819M | 802 | 10 | 1 |
| March 2024 | $657M | 815 | 9 | 1 |
| April 2023 | $544M | 814 | 9 | 1 |
| March 2022 | $606M | 730 | 9 | 1 |
| May 2021 | $503M | 671 | 9 | 1 |
Besides its headquarters, Sterling Investment Counsel has 0 offices, with 1 listed address in New York.
New York · 1 listed address
- 360 Delaware Avenue, Suite 400, BuffaloHQ
Contact and registration details
- Legal name
- Sterling Investment Counsel, LLC
- Headquarters
- 360 Delaware Avenue, Suite 400, Buffalo, NY 14202
- Website
- Not reported
- Phone
- 716-783-7054
- @sterling-investment-counsel-llc
- SEC file
- 801-107624
- Founded
- 2016
- Structure
- New York LLC
- Fiscal year end
- December
Sterling Investment Counsel uses Fidelity ($972M) as custodian for its separately managed accounts. Sterling Investment Counsel has custody of $1.03B in client assets for 888 clients.
- FidelityFidelity Brokerage Services LLC · Smithfield, RI · $972M100%
At year end, Sterling Investment Counsel’s separately managed accounts were mostly in funds (71%) and stocks (16%). Its reported 13F holdings for the quarter ended 30 June 2026 total $425M across 197 positions; the largest are iShares TR (9.3%), Invesco Exch Traded FD TR II (8.8%) and J P Morgan Exchange Traded F (7.3%).
What the accounts hold
- Stocks16%
- Funds71%
- Bonds3%
- U.S. government and agency bonds1%
- State and local bonds1%
- Investment grade corporate bonds1%
- Cash9%
Filed values cover 99%. The neutral 1% gap has no reported category.
Reported 13F holdings
- $425M
- Reported 13F value
- 197
- Positions
- 50.8%
- In the 10 largest
- +19.1%
- Value vs. prior quarter
- iShares TR · S&P 500 Grwt ETF9.3%
- Invesco Exch Traded FD TR II · Nasdaq 100 ETF8.8%
- J P Morgan Exchange Traded F · Equity Premium7.3%
- Capital Group Intl Focus EQT · Shs Creat Unit7.1%
- Apple Inc.4.0%
- iShares TR · Core S&P Mcp ETF3.7%
- J P Morgan Exchange Traded F · New York Tax Fre3.0%
- Alphabet Inc. · Cap Stk CL A2.7%
- iShares TR · Core S&P Scp ETF2.4%
- Fidelity Covington Trust · MSCI Info Tech I2.4%
Together, the ten largest are 50.8% of reported value.
How many clients does Sterling Investment Counsel have?
Sterling Investment Counsel has 888 clients and manages $1.03 billion for them, as of August 2026. They include 546 individual clients, 307 high-net-worth individuals, and 25 pension and profit-sharing plans.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 26 August 2026
What services does Sterling Investment Counsel offer?
Sterling Investment Counsel provides financial planning, portfolio management for individuals and small businesses, education planning, insurance, and tax planning.
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 Sterling Investment Counsel charge?
Sterling Investment Counsel charges 1.25%–1.50% a year for its Asset-Based Fees for Portfolio Management. The fee is billed in advance, is negotiable and has a $1,500 annual minimum.
Source: ADV PART 2A-STERLING INVESTMENT COUNSEL, LLC, filed 14 May 2026
Which custodians does Sterling Investment Counsel use?
Sterling Investment Counsel’s separately managed account assets are held at Fidelity Brokerage Services LLC (Smithfield, RI), with $972M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 26 August 2026
How many financial advisors does Sterling Investment Counsel have?
Sterling Investment Counsel has 4 investment adviser representatives registered with state securities authorities, out of 9 employees, and 8 perform investment advisory functions. 4 employees are registered representatives of a broker-dealer and 3 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 Sterling Investment Counsel invest in?
At the end of its last fiscal year, Sterling Investment Counsel’s separately managed accounts held 71% registered funds (mutual funds, ETFs, BDCs), 16% exchange-traded equities, 9% cash and equivalents, 1% U.S. government and agency bonds, 1% state and local bonds and 1% investment grade corporate bonds.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Sterling Investment Counsel?
Sterling Investment Counsel is owned through a holding company by Christopher Marks and Cynthia Vance. Its direct owners are Phillip Vance (25% to 50%) and Sterling Delaware, LLC (50% to 75%).
Source: Form ADV Part 1A, Schedules A and B, filed 26 August 2026
How does Sterling Investment Counsel get paid?
Sterling Investment Counsel 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 Sterling Investment Counsel?
Sterling Investment Counsel’s main office is at 360 Delaware Avenue, Suite 400, Buffalo, NY 14202. Its phone number is 716-783-7054.