# 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.

- CRD: 158282
- Filed as: ADVISORY ALPHA, LLC
- Also doing business as: CONGER WEALTH MANAGEMENT, FINANCIAL DECISIONS
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Holland, MI
- Filing period: October 2026
- Form ADV filing dated: March 31, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/158282
- AdvisorCensus page: https://advisorcensus.com/firm/advisory-alpha-llc-holland-mi-158282

## Quick answers

**How 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

### Compensation (Item 5.E)
- A percentage of assets under your management
- Hourly charges
- Fixed fees (other than subscription fees)

### Fees and minimums (Form ADV Part 2A brochure dated March 31, 2026)

- Asset-based fee: 0.1% to 1.7% a year (a range, as the brochure states it)

> 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

> There is no account minimum.

As stated in the firm's brochure. Fees can differ by service and may be negotiable.

### Custodians (Schedule D, Section 5.K(3))
- Charles Schwab & Co., Inc.
- Fidelity Brokerage Services LLC

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.

### Regulatory assets under management (Item 5.F)
- Total: $4,373,624,090
- Discretionary: $4,373,624,090
- Non-discretionary: $0

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 8,341 | $1,465,866,227 |
| High net worth individuals | 458 | $909,732,893 |
| Pension and profit sharing plans (but not the plan participants or government pension plans) | 33 | $42,434,498 |
| Other investment advisers | 4,999 | $1,955,590,472 |

### 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

### Firm details
- Registered since: 2011 (15 years)
- Employees: 66 total, 61 performing advisory functions
- Wrap fee program participation: No
- States registered or notice-filed: 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
- Disclosures (Item 11): Reports 1 disclosure item on Form ADV Item 11.

### Item 11 questions answered yes
- 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. The detail of each yes answer is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/158282

### Other offices (Schedule D, Section 1.F), as of the April 2026 filing
- Allen Park, MI
- Bingham Farms, MI
- Fort Mill, SC
- Gig Harbor, WA
- Greensboro, NC
- Holland, MI
- Kennewick, WA
- Little Rock, AR
- Meridian, ID
- Nampa, ID
- Nashville, TN
- Norfolk, VA
- Ontario, CA
- Perrysburg, OH
- Rocklin, CA
- Vero Beach, FL
- West Windsor, VT
- West des Moines, IA
- Whitehouse, OH
- Zeeland, MI

### Websites listed on Form ADV (Item 1.I)
- advisoryalpha.com

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $1,245,457,643 | 44 | September 13, 2021 |
| October 2022 | $1,813,458,683 | 50 | August 1, 2022 |
| October 2023 | $1,786,095,411 | 58 | September 21, 2023 |
| October 2024 | $2,997,055,995 | 60 | May 31, 2024 |
| October 2025 | $3,468,083,482 | 60 | April 24, 2025 |
| October 2026 | $4,373,624,090 | 66 | March 31, 2026 |

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.

## 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.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Advisory Alpha, LLC (CRD 158282): Form ADV filing data as of October 2026.