{
  "crd_number": 158282,
  "slug": "advisory-alpha-llc-holland-mi-158282",
  "primary_business_name": "ADVISORY ALPHA, LLC",
  "legal_name": "ADVISORY ALPHA, LLC",
  "dbas": [
    "CONGER WEALTH MANAGEMENT",
    "FINANCIAL DECISIONS"
  ],
  "city": "Holland",
  "state": "MI",
  "country": "United States",
  "cbsa_code": "24340",
  "metro": {
    "cbsa_code": "24340",
    "common_name": "Grand Rapids",
    "msa_name": "Grand Rapids-Wyoming-Kentwood, MI",
    "path": "/advisors/mi/grand-rapids"
  },
  "registration_type": "sec",
  "registration_status": "Approved",
  "registration_date": "2011-06-14",
  "years_registered": 15,
  "period": "2026-10-01",
  "filing_date": "2026-03-31",
  "carried_forward": false,
  "raum_total": 4373624090.0,
  "raum_discretionary": 4373624090.0,
  "raum_non_discretionary": 0.0,
  "raum_band": "1b_5b",
  "raum_band_label": "$1 billion to $5 billion",
  "total_employees": 66,
  "advisory_employees": 61,
  "client_count_bucket": null,
  "clients_by_type": {
    "individuals": {
      "raum": 1465866227.0,
      "count": 8341
    },
    "pension_profit_sharing": {
      "raum": 42434498.0,
      "count": 33
    },
    "other_investment_advisers": {
      "raum": 1955590472.0,
      "count": 4999
    },
    "high_net_worth_individuals": {
      "raum": 909732893.0,
      "count": 458
    }
  },
  "compensation_types": [
    "fixed",
    "hourly",
    "percentage_of_aum"
  ],
  "advisory_activities": [
    "educational_seminars",
    "financial_planning",
    "pension_consulting",
    "portfolio_management_businesses_institutional",
    "portfolio_management_individuals"
  ],
  "wrap_fee_participant": false,
  "disclosure_yes_count": 1,
  "states_registered": [
    "AK",
    "AL",
    "AR",
    "AZ",
    "CA",
    "CO",
    "CT",
    "DE",
    "FL",
    "GA",
    "HI",
    "IA",
    "ID",
    "IL",
    "IN",
    "KS",
    "KY",
    "LA",
    "MA",
    "MD",
    "ME",
    "MI",
    "MN",
    "MO",
    "MS",
    "MT",
    "NC",
    "NE",
    "NH",
    "NJ",
    "NM",
    "NV",
    "NY",
    "OH",
    "OK",
    "OR",
    "PA",
    "RI",
    "SC",
    "SD",
    "TN",
    "TX",
    "UT",
    "VA",
    "VT",
    "WA",
    "WI",
    "WV",
    "WY"
  ],
  "websites": [
    "https://advisoryalpha.com"
  ],
  "iapd_url": "https://adviserinfo.sec.gov/firm/summary/158282",
  "disclosure_items": [
    {
      "item": "11.D(1)",
      "question": "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?"
    }
  ],
  "city_as_filed": "HOLLAND",
  "url": "https://advisorcensus.com/firm/advisory-alpha-llc-holland-mi-158282",
  "display_name": "Advisory Alpha, LLC",
  "summary": "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.",
  "citation": "AdvisorCensus. Advisory Alpha, LLC (CRD 158282): Form ADV filing data as of October 2026.",
  "registration_type_label": "SEC-registered investment adviser",
  "compensation_labels": [
    "A percentage of assets under your management",
    "Hourly charges",
    "Fixed fees (other than subscription fees)"
  ],
  "advisory_activity_labels": [
    "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"
  ],
  "quick_answers": [
    {
      "q": "How is Advisory Alpha, LLC compensated?",
      "a": "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)."
    },
    {
      "q": "What does Advisory Alpha, LLC's brochure say about its fees?",
      "a": "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."
    },
    {
      "q": "Where is Advisory Alpha, LLC located?",
      "a": "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)."
    },
    {
      "q": "Is Advisory Alpha, LLC registered with the SEC or a state?",
      "a": "Advisory Alpha, LLC is an SEC-registered investment advisory firm, registered since 2011. Status as filed: Approved. CRD 158282."
    },
    {
      "q": "How much does Advisory Alpha, LLC manage?",
      "a": "Advisory Alpha, LLC reports $4,373,624,090 in regulatory assets under management in its Form ADV filing dated March 31, 2026 (100% discretionary)."
    },
    {
      "q": "How have Advisory Alpha, LLC's assets and staff changed since 2021?",
      "a": "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."
    },
    {
      "q": "What types of clients does Advisory Alpha, LLC serve?",
      "a": "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)."
    },
    {
      "q": "Which custodians does Advisory Alpha, LLC use?",
      "a": "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."
    },
    {
      "q": "Does Advisory Alpha, LLC report any disciplinary disclosures?",
      "a": "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"
    },
    {
      "q": "Does Advisory Alpha, LLC state an account minimum?",
      "a": "Its Form ADV Part 2A brochure dated March 31, 2026 says: \"There is no account minimum.\""
    },
    {
      "q": "What changed in Advisory Alpha, LLC's recent Form ADV filings?",
      "a": "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."
    }
  ],
  "filing_history": [
    {
      "period": "2021-10-01",
      "regulatory_assets_under_management": 1245457643.0,
      "total_employees": 44,
      "filing_date": "2021-09-13"
    },
    {
      "period": "2022-10-01",
      "regulatory_assets_under_management": 1813458683.0,
      "total_employees": 50,
      "filing_date": "2022-08-01"
    },
    {
      "period": "2023-10-01",
      "regulatory_assets_under_management": 1786095411.0,
      "total_employees": 58,
      "filing_date": "2023-09-21"
    },
    {
      "period": "2024-10-01",
      "regulatory_assets_under_management": 2997055995.0,
      "total_employees": 60,
      "filing_date": "2024-05-31"
    },
    {
      "period": "2025-10-01",
      "regulatory_assets_under_management": 3468083482.0,
      "total_employees": 60,
      "filing_date": "2025-04-24"
    },
    {
      "period": "2026-10-01",
      "regulatory_assets_under_management": 4373624090.0,
      "total_employees": 66,
      "filing_date": "2026-03-31"
    }
  ],
  "recent_changes": [
    {
      "period": "2026-04-01",
      "period_label": "April 2026",
      "notes": [
        "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."
      ]
    }
  ],
  "fees_from_brochure": {
    "source": "Form ADV Part 2A brochure dated March 31, 2026",
    "tiers": [],
    "flat_rate": null,
    "stated_range": "0.1% to 1.7% a year",
    "stated_maximum": null,
    "account_minimum": "None",
    "account_minimum_may_be_waived": false,
    "minimum_annual_fee": null,
    "figures": [
      {
        "label": "Asset-based fee",
        "statements": [
          "Asset-based fee: 0.1% to 1.7% a year (a range, as the brochure states it)"
        ],
        "quotes": [
          "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."
        ]
      },
      {
        "label": "Account minimum",
        "statements": [
          "Account minimum: None"
        ],
        "quotes": [
          "There is no account minimum."
        ]
      }
    ],
    "quotes": [
      "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.",
      "There is no account minimum."
    ],
    "note": "As stated in the firm's brochure; fees can differ by service and may be negotiable."
  },
  "custodians": [
    {
      "name": "Charles Schwab & Co., Inc.",
      "name_as_filed": "CHARLES SCHWAB & CO., INC.",
      "affiliated": false
    },
    {
      "name": "Fidelity Brokerage Services LLC",
      "name_as_filed": "FIDELITY BROKERAGE SERVICES LLC",
      "affiliated": false
    }
  ],
  "custodians_note": "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.",
  "markdown_url": "https://advisorcensus.com/firm/advisory-alpha-llc-holland-mi-158282.md",
  "clients": [
    {
      "type": "individuals",
      "label": "Individuals (other than high net worth individuals)",
      "count": 8341,
      "fewer_than_5": false,
      "raum": 1465866227.0
    },
    {
      "type": "high_net_worth_individuals",
      "label": "High net worth individuals",
      "count": 458,
      "fewer_than_5": false,
      "raum": 909732893.0
    },
    {
      "type": "pension_profit_sharing",
      "label": "Pension and profit sharing plans (but not the plan participants or government pension plans)",
      "count": 33,
      "fewer_than_5": false,
      "raum": 42434498.0
    },
    {
      "type": "other_investment_advisers",
      "label": "Other investment advisers",
      "count": 4999,
      "fewer_than_5": false,
      "raum": 1955590472.0
    }
  ],
  "disclosure_line": "Reports 1 disclosure item on Form ADV Item 11.",
  "indexable": true,
  "suppressed": false,
  "claimed": false,
  "enhanced": false,
  "provided_by_the_firm": null,
  "source": {
    "name": "Form ADV",
    "as_of": "2026-10-01",
    "iapd_url": "https://adviserinfo.sec.gov/firm/summary/158282",
    "operator": "BH Monitor Services, LLC",
    "license": "https://creativecommons.org/licenses/by/4.0/",
    "credit": "AdvisorCensus (advisorcensus.com), from SEC Form ADV data"
  }
}