AdvisorCensus / Financial advisors / Michigan / Grand Rapids / Advisory Alpha, LLC
Advisory Alpha, LLC is an SEC-registered investment advisory firm in Holland, MI, registered since 2011, reporting $1 billion to $5 billion in regulatory assets under management in its Form ADV filing dated March 31, 2026.
Quick answers
From the filingHow is Advisory Alpha, LLC compensated?
On its Form ADV (Item 5.E, October 2026), Advisory Alpha, LLC reports these compensation arrangements: a percentage of assets under its management; hourly charges; fixed fees (other than subscription fees).
What does Advisory Alpha, LLC's brochure say about its fees?
Its Form ADV Part 2A brochure dated March 31, 2026 states: Asset-based fee: 0.1% to 1.7% a year (a range, as the brochure states it). Fees can differ by service and may be negotiable; the brochure is the complete statement.
Where is Advisory Alpha, LLC located?
Advisory Alpha, LLC's principal office is in Holland, MI, according to its Form ADV; the April 2026 filing also lists 20 other offices (Schedule D, Section 1.F).
Is Advisory Alpha, LLC registered with the SEC or a state?
Advisory Alpha, LLC is an SEC-registered investment advisory firm, registered since 2011. Status as filed: Approved. CRD 158282.
How much does Advisory Alpha, LLC manage?
Advisory Alpha, LLC reports $4,373,624,090 in regulatory assets under management in its Form ADV filing dated March 31, 2026 (100% discretionary).
How have Advisory Alpha, LLC's assets and staff changed since 2021?
In the Form ADV data for Advisory Alpha, LLC: Regulatory assets under management: $1,245,457,643 in the October 2021 data and $4,373,624,090 in the October 2026 data, up 251%. Total employees: 44 in October 2021 and 66 in October 2026. Assets under management move with markets as well as with clients coming and going.
What types of clients does Advisory Alpha, LLC serve?
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (8,341); other investment advisers (4,999); high net worth individuals (458).
Which custodians does Advisory Alpha, LLC use?
Advisory Alpha, LLC's most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Charles Schwab & Co., Inc. and Fidelity Brokerage Services LLC as custodians holding 10% or more of its separately managed account assets.
Does Advisory Alpha, LLC report any disciplinary disclosures?
Reports 1 disclosure item on Form ADV Item 11: yes answers to 11.D(1) (another regulator's finding of a false statement or omission, or of dishonest, unfair, or unethical conduct). Each question covers the firm and its advisory affiliates, and one event can produce several yes answers. The detail of any item is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/158282
Does Advisory Alpha, LLC state an account minimum?
Its Form ADV Part 2A brochure dated March 31, 2026 says: "There is no account minimum."
What changed in Advisory Alpha, LLC's recent Form ADV filings?
In the April 2026 filing data: Employees performing advisory functions went from 57 to 61. Regulatory assets under management went from $3,468,083,482 to $4,373,624,090 (+26%). Added an office in Allen Park, MI. Added an office in Nashville, TN. Added an office in Norfolk, VA. Added an office in Vero Beach, FL. Added an office in West des Moines, IA. No longer lists an office in Byron Center, MI. No longer lists an office in Johnston, IA. No longer lists an office in Surprise, AZ. Registered or notice-filed in HI.
From the Form ADV filing
Every figure below is as the firm filed it with regulators, as of October 2026.
How the firm is compensated
Item 5.E- A percentage of assets under your management
- Hourly charges
- Fixed fees (other than subscription fees)
Item 5.E lists how the firm is compensated for its advice; Items 5.B, 6.A, and 7.A show whether its people or related companies can also earn commissions. Percentage of assets, fixed, hourly, subscription, and performance-based fees come from clients (a performance-based fee depends on investment results); commissions come with a sale or a trade, often from the company behind the product. How fees, commissions, and other arrangements differ
Fees and minimums
Form ADV Part 2AAsset-based fee: 0.1% to 1.7% a year (a range, as the brochure states it)
The brochure's wording
We generally charge asset-based fees which means that fees are calculated as a percentage of your total assets under management, and range from .10% to 1.70% depending on the services provided.
Account minimum: None
The brochure's wording
There is no account minimum.
As stated in the firm's Form ADV Part 2A brochure dated March 31, 2026. Fees can differ by service and may be negotiable; the brochure is the complete statement. Read the brochure on the SEC's IAPD site
Regulatory assets under management
Item 5.F$4,373,624,090 as of October 2026, filing dated March 31, 2026.
A measure of scale, not skill or returns. Discretionary means the firm decides trades; non-discretionary means clients approve each one. What assets under management means
Who the firm serves
Item 5.DA firm with no individual clients is an institutional manager even if it manages billions; the mix tells you whom the practice is built around.
Advisory services
Item 5.G- Financial planning services
- Portfolio management for individuals and/or small businesses
- Portfolio management for businesses (other than small businesses) or institutional clients
- Pension consulting services
- Educational seminars/workshops
Registration and firm details
Items 1, 2, 5- Also doing business as
- CONGER WEALTH MANAGEMENT, FINANCIAL DECISIONS
- Registration
- SEC-registered investment adviser. Status as filed: Approved.
- Registered since
- 2011 (15 years)
- Employees
- Total: 66. Performing investment advisory functions: 61.
- Wrap fee program participation
- No.
- Custodians (Schedule D, Section 5.K(3))
-
Custodians holding 10% or more of the firm's separately managed account assets, as filed on Form ADV (Schedule D, Section 5.K(3)). A custodian holds client assets; it does not endorse or supervise the firm. AdvisorCensus has no relationship with any custodian.
- Other offices (Schedule D, Section 1.F)
-
20 other offices, as of the April 2026 filing
- States registered or notice-filed
-
49 states or jurisdictions
SEC-registered investment advisers are examined by the SEC. SEC, state, and exempt registration
Disclosures
Item 111 Reports 1 disclosure item on Form ADV Item 11. View on IAPD.
Questions answered yes on this filing
Regulatory matters Items 11.C to 11.G
- 11.D(1) Has another federal regulator, a state regulator, or a foreign financial regulator ever found that the firm or an advisory affiliate made a false statement or omission, or was dishonest, unfair, or unethical?
Each question covers the firm and its advisory affiliates: its current employees other than clerical staff, its officers, partners, and directors, and anyone who controls the firm or is controlled by it. One event can produce yes answers to several questions. SEC-registered advisers and exempt reporting advisers may leave out events more than ten years old, and may answer 11.A(2) and 11.B(2) for pending charges only. What happened, and who was involved, is on the Disclosure Reporting Pages of the IAPD record. Reading a firm's disclosures
Assets and staff over time
Items 5.A, 5.F| Data period | Assets under management | Employees | Filing dated |
|---|---|---|---|
| October 2026 | $4,373,624,090 | 66 | March 31, 2026 |
| October 2025 | $3,468,083,482 | 60 | April 24, 2025 |
| October 2024 | $2,997,055,995 | 60 | May 31, 2024 |
| October 2023 | $1,786,095,411 | 58 | September 21, 2023 |
| October 2022 | $1,813,458,683 | 50 | August 1, 2022 |
| October 2021 | $1,245,457,643 | 44 | September 13, 2021 |
Regulatory assets under management: $1,245,457,643 in the October 2021 data and $4,373,624,090 in the October 2026 data, up 251%.
Total employees: 44 in October 2021 and 66 in October 2026.
As filed in each year's data for the same month. Assets under management move with markets as well as with clients coming and going; they measure scale, not skill or returns. Most firms update these figures once a year.
Changes in the filing
Last 12 months- April 2026
- Employees performing advisory functions went from 57 to 61.
- Regulatory assets under management went from $3,468,083,482 to $4,373,624,090 (+26%).
- Added an office in Allen Park, MI.
- Added an office in Nashville, TN.
- Added an office in Norfolk, VA.
- Added an office in Vero Beach, FL.
- Added an office in West des Moines, IA.
- No longer lists an office in Byron Center, MI.
- No longer lists an office in Johnston, IA.
- No longer lists an office in Surprise, AZ.
- Registered or notice-filed in HI.
Compared month to month from the SEC's monthly adviser data and the state compilation feed. Owners and control persons are summarized, never named.
Websites listed on Form ADV
Item 1.ISource: Form ADV, as of October 2026. Values appear as filed; a value the firm did not report is shown as "Not reported."
Cite this page
AdvisorCensus. Advisory Alpha, LLC (CRD 158282): Form ADV filing data as of October 2026. https://advisorcensus.com/firm/advisory-alpha-llc-holland-mi-158282