{
  "crd_number": 319679,
  "slug": "alliance-financial-wyomissing-pa-319679",
  "primary_business_name": "ALLIANCE FINANCIAL",
  "legal_name": "FOX FINANCIAL, INC.",
  "dbas": [],
  "city": "Wyomissing",
  "state": "PA",
  "country": "United States",
  "cbsa_code": "39740",
  "metro": {
    "cbsa_code": "39740",
    "common_name": "Reading",
    "msa_name": "Reading, PA",
    "path": "/advisors/pa/reading"
  },
  "registration_type": "sec",
  "registration_status": "Approved",
  "registration_date": "2022-05-18",
  "years_registered": 4,
  "period": "2026-10-01",
  "filing_date": "2026-06-22",
  "carried_forward": false,
  "raum_total": 271808136.0,
  "raum_discretionary": 271808136.0,
  "raum_non_discretionary": 0.0,
  "raum_band": "100m_500m",
  "raum_band_label": "$100 million to $500 million",
  "total_employees": 6,
  "advisory_employees": 5,
  "client_count_bucket": "fewer_than_5_in_some_types",
  "clients_by_type": {
    "other": {
      "raum": 0.0,
      "count": 0
    },
    "charitable": {
      "raum": 142508.0,
      "count": 1,
      "fewer_than_5": true
    },
    "individuals": {
      "raum": 139274166.0,
      "count": 528
    },
    "banking_thrift": {
      "raum": 0.0,
      "count": 0
    },
    "state_municipal": {
      "raum": 0.0,
      "count": 0
    },
    "insurance_companies": {
      "raum": 0.0,
      "count": 0
    },
    "investment_companies": {
      "raum": 0.0,
      "count": 0
    },
    "pension_profit_sharing": {
      "raum": 8242016.0,
      "count": 2
    },
    "other_investment_advisers": {
      "raum": 0.0,
      "count": 0
    },
    "high_net_worth_individuals": {
      "raum": 123996250.0,
      "count": 124
    },
    "pooled_investment_vehicles": {
      "raum": 0.0,
      "count": 0
    },
    "corporations_other_businesses": {
      "raum": 153196.0,
      "count": 1,
      "fewer_than_5": true
    },
    "business_development_companies": {
      "raum": 0.0,
      "count": 0
    },
    "sovereign_wealth_foreign_official": {
      "raum": 0.0,
      "count": 0
    }
  },
  "compensation_types": [
    "fixed",
    "hourly",
    "percentage_of_aum"
  ],
  "advisory_activities": [
    "financial_planning",
    "pension_consulting",
    "portfolio_management_individuals",
    "selection_of_other_advisers"
  ],
  "wrap_fee_participant": true,
  "disclosure_yes_count": 0,
  "states_registered": [
    "FL",
    "LA",
    "NE",
    "PA",
    "SC"
  ],
  "websites": [
    "https://alliancefinancialofpa.com",
    "https://facebook.com/alliancefinancialofpa",
    "https://linkedin.com/company/alliancefinancialofpa",
    "https://twitter.com/alliancefnlofpa",
    "https://youtube.com/@AllianceFinancial-ofpa"
  ],
  "iapd_url": "https://adviserinfo.sec.gov/firm/summary/319679",
  "city_as_filed": "WYOMISSING",
  "url": "https://advisorcensus.com/firm/alliance-financial-wyomissing-pa-319679",
  "display_name": "Alliance Financial",
  "summary": "Alliance Financial is an SEC-registered investment advisory firm in Wyomissing, PA, registered since 2022, reporting $100 million to $500 million in regulatory assets under management in its Form ADV filing dated June 22, 2026.",
  "citation": "AdvisorCensus. Alliance Financial (CRD 319679): 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",
    "Pension consulting services",
    "Selection of other advisers (including private fund managers)"
  ],
  "quick_answers": [
    {
      "q": "How is Alliance Financial compensated?",
      "a": "On its Form ADV (Item 5.E, October 2026), Alliance Financial reports these compensation arrangements: a percentage of assets under its management; hourly charges; fixed fees (other than subscription fees)."
    },
    {
      "q": "How much does Alliance Financial charge?",
      "a": "Its Form ADV Part 2A brochure dated March 18, 2026 states: Flat fee: $250 to $10,000 (creating client financial plans); Flat fee: $250 to $10,000 a year (ongoing financial planning services). Fees can differ by service and may be negotiable; the brochure is the complete statement."
    },
    {
      "q": "Where is Alliance Financial located?",
      "a": "Alliance Financial's principal office is in Wyomissing, PA, according to its Form ADV; the July 2026 filing also lists 2 other offices (Schedule D, Section 1.F)."
    },
    {
      "q": "Is Alliance Financial registered with the SEC or a state?",
      "a": "Alliance Financial is an SEC-registered investment advisory firm, registered since 2022. Status as filed: Approved. CRD 319679."
    },
    {
      "q": "How much does Alliance Financial manage?",
      "a": "Alliance Financial reports $271,808,136 in regulatory assets under management in its Form ADV filing dated June 22, 2026 (100% discretionary)."
    },
    {
      "q": "How have Alliance Financial's assets and staff changed since 2022?",
      "a": "In the Form ADV data for Alliance Financial: Regulatory assets under management: $200,249,577 in the October 2022 data and $271,808,136 in the October 2026 data, up 36%. Total employees: 6 in October 2022 and 6 in October 2026. Assets under management move with markets as well as with clients coming and going."
    },
    {
      "q": "What types of clients does Alliance Financial serve?",
      "a": "By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (528); high net worth individuals (124); pension and profit sharing plans (but not the plan participants or government pension plans) (2)."
    },
    {
      "q": "Which custodians does Alliance Financial use?",
      "a": "Alliance Financial's most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Charles Schwab & Co., Inc., LPL Financial LLC and Vanguard Group as custodians holding 10% or more of its separately managed account assets."
    },
    {
      "q": "Does Alliance Financial report any disciplinary disclosures?",
      "a": "Reports no disclosure items on Form ADV Item 11. The detail of any item is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/319679"
    }
  ],
  "filing_history": [
    {
      "period": "2022-10-01",
      "regulatory_assets_under_management": 200249577.0,
      "total_employees": 6,
      "filing_date": "2022-09-16"
    },
    {
      "period": "2023-10-01",
      "regulatory_assets_under_management": 185067086.0,
      "total_employees": 6,
      "filing_date": "2023-09-20"
    },
    {
      "period": "2024-10-01",
      "regulatory_assets_under_management": 232327208.0,
      "total_employees": 6,
      "filing_date": "2024-05-15"
    },
    {
      "period": "2025-10-01",
      "regulatory_assets_under_management": 254749672.0,
      "total_employees": 6,
      "filing_date": "2025-06-18"
    },
    {
      "period": "2026-10-01",
      "regulatory_assets_under_management": 271808136.0,
      "total_employees": 6,
      "filing_date": "2026-06-22"
    }
  ],
  "recent_changes": [],
  "fees_from_brochure": {
    "source": "Form ADV Part 2A brochure dated March 18, 2026",
    "provided_by_the_firm": false,
    "tiers": [],
    "flat_rate": null,
    "stated_range": null,
    "stated_maximum": null,
    "account_minimum": null,
    "account_minimum_may_be_waived": false,
    "minimum_annual_fee": null,
    "planning_fees": [
      "Flat fee: $250 to $10,000 (creating client financial plans)",
      "Flat fee: $250 to $10,000 a year (ongoing financial planning services)"
    ],
    "figures": [
      {
        "label": "Planning fee",
        "statements": [
          "Flat fee: $250 to $10,000 (creating client financial plans)"
        ],
        "quotes": [
          "The negotiated fixed rate for creating client financial plans is between $250 and $10,000."
        ]
      },
      {
        "label": "Planning fee",
        "statements": [
          "Flat fee: $250 to $10,000 a year (ongoing financial planning services)"
        ],
        "quotes": [
          "The negotiated fixed rate for ongoing financial planning services is between $250 and $10,000 annually."
        ]
      }
    ],
    "values": {
      "tiers": [],
      "range_pct": null,
      "max_pct": null,
      "account_minimum": null,
      "minimum_annual_fee": null,
      "planning": [
        {
          "kind": "flat",
          "amount": null,
          "min": 250.0,
          "max": 10000.0,
          "period": "one_time",
          "service": "creating client financial plans"
        },
        {
          "kind": "flat",
          "amount": null,
          "min": 250.0,
          "max": 10000.0,
          "period": "annual",
          "service": "ongoing financial planning services"
        }
      ]
    },
    "quotes": [
      "The negotiated fixed rate for creating client financial plans is between $250 and $10,000.",
      "The negotiated fixed rate for ongoing financial planning services is between $250 and $10,000 annually."
    ],
    "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": "LPL Financial LLC",
      "name_as_filed": "LPL FINANCIAL LLC",
      "affiliated": false
    },
    {
      "name": "Vanguard Group",
      "name_as_filed": "VANGUARD GROUP",
      "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/alliance-financial-wyomissing-pa-319679.md",
  "clients": [
    {
      "type": "individuals",
      "label": "Individuals (other than high net worth individuals)",
      "count": 528,
      "fewer_than_5": false,
      "raum": 139274166.0
    },
    {
      "type": "high_net_worth_individuals",
      "label": "High net worth individuals",
      "count": 124,
      "fewer_than_5": false,
      "raum": 123996250.0
    },
    {
      "type": "banking_thrift",
      "label": "Banking or thrift institutions",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "investment_companies",
      "label": "Investment companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "business_development_companies",
      "label": "Business development companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "pooled_investment_vehicles",
      "label": "Pooled investment vehicles (other than investment companies and business development companies)",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "pension_profit_sharing",
      "label": "Pension and profit sharing plans (but not the plan participants or government pension plans)",
      "count": 2,
      "fewer_than_5": false,
      "raum": 8242016.0
    },
    {
      "type": "charitable",
      "label": "Charitable organizations",
      "count": 1,
      "fewer_than_5": true,
      "raum": 142508.0
    },
    {
      "type": "state_municipal",
      "label": "State or municipal government entities (including government pension plans)",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "other_investment_advisers",
      "label": "Other investment advisers",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "insurance_companies",
      "label": "Insurance companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "sovereign_wealth_foreign_official",
      "label": "Sovereign wealth funds and foreign official institutions",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "corporations_other_businesses",
      "label": "Corporations or other businesses not listed above",
      "count": 1,
      "fewer_than_5": true,
      "raum": 153196.0
    },
    {
      "type": "other",
      "label": "Other",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    }
  ],
  "disclosure_line": "Reports no disclosure items on Form ADV Item 11.",
  "disclosure_items": [],
  "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/319679",
    "operator": "BH Monitor Services, LLC",
    "license": "https://creativecommons.org/licenses/by/4.0/",
    "credit": "AdvisorCensus (advisorcensus.com), from SEC Form ADV data"
  }
}