# Alliance Financial

> 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.

- CRD: 319679
- Filed as: ALLIANCE FINANCIAL
- Legal name: Fox Financial, Inc.
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Wyomissing, PA
- Filing period: October 2026
- Form ADV filing dated: June 22, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/319679
- AdvisorCensus page: https://advisorcensus.com/firm/alliance-financial-wyomissing-pa-319679

## Quick answers

**How is Alliance Financial compensated?**
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).

**Where is Alliance Financial located?**
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).

**Is Alliance Financial registered with the SEC or a state?**
Alliance Financial is an SEC-registered investment advisory firm, registered since 2022. Status as filed: Approved. CRD 319679.

**How much does Alliance Financial manage?**
Alliance Financial reports $271,808,136 in regulatory assets under management in its Form ADV filing dated June 22, 2026 (100% discretionary).

**How have Alliance Financial's assets and staff changed since 2022?**
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.

**What types of clients does Alliance Financial serve?**
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).

**Which custodians does Alliance Financial use?**
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.

**Does Alliance Financial report any disciplinary disclosures?**
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

## From the Form ADV filing

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

### Custodians (Schedule D, Section 5.K(3))
- Charles Schwab & Co., Inc.
- LPL Financial LLC
- Vanguard Group

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: $271,808,136
- Discretionary: $271,808,136
- Non-discretionary: $0

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 528 | $139,274,166 |
| High net worth individuals | 124 | $123,996,250 |
| Banking or thrift institutions | 0 | $0 |
| Investment companies | 0 | $0 |
| Business development companies | 0 | $0 |
| Pooled investment vehicles (other than investment companies and business development companies) | 0 | $0 |
| Pension and profit sharing plans (but not the plan participants or government pension plans) | 2 | $8,242,016 |
| Charitable organizations | 1 | $142,508 |
| State or municipal government entities (including government pension plans) | 0 | $0 |
| Other investment advisers | 0 | $0 |
| Insurance companies | 0 | $0 |
| Sovereign wealth funds and foreign official institutions | 0 | $0 |
| Corporations or other businesses not listed above | 1 | $153,196 |
| Other | 0 | $0 |

### Advisory services (Item 5.G)
- Financial planning services
- Portfolio management for individuals and/or small businesses
- Pension consulting services
- Selection of other advisers (including private fund managers)

### Firm details
- Registered since: 2022 (4 years)
- Employees: 6 total, 5 performing advisory functions
- Wrap fee program participation: Yes
- States registered or notice-filed: FL, LA, NE, PA, SC
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Other offices (Schedule D, Section 1.F), as of the July 2026 filing
- Carlisle, PA
- Harrisburg, PA

### Websites listed on Form ADV (Item 1.I)
- alliancefinancialofpa.com
- Facebook @alliancefinancialofpa
- LinkedIn @alliancefinancialofpa
- X @alliancefnlofpa
- YouTube @AllianceFinancial-ofpa

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2022 | $200,249,577 | 6 | September 16, 2022 |
| October 2023 | $185,067,086 | 6 | September 20, 2023 |
| October 2024 | $232,327,208 | 6 | May 15, 2024 |
| October 2025 | $254,749,672 | 6 | June 18, 2025 |
| October 2026 | $271,808,136 | 6 | June 22, 2026 |

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.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Alliance Financial (CRD 319679): Form ADV filing data as of October 2026.