# Sterling Financial Planning Inc

> Sterling Financial Planning Inc is an SEC-registered investment advisory firm in Sparta, NJ, registered since 1998, reporting $500 million to $1 billion in regulatory assets under management in its Form ADV filing dated September 8, 2026.

- CRD: 108664
- Filed as: STERLING FINANCIAL PLANNING INC
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Sparta, NJ
- Filing period: October 2026
- Form ADV filing dated: September 8, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/108664
- AdvisorCensus page: https://advisorcensus.com/firm/sterling-financial-planning-inc-sparta-nj-108664

## Quick answers

**How is Sterling Financial Planning Inc compensated?**
On its Form ADV (Item 5.E, October 2026), Sterling Financial Planning Inc reports these compensation arrangements: a percentage of assets under its management; hourly charges; fixed fees (other than subscription fees); other.

**How much does Sterling Financial Planning Inc charge?**
Its Form ADV Part 2A brochure dated March 27, 2026 states: Flat fee: $2,000 to $6,000 (financial planning and consulting services…). Fees can differ by service and may be negotiable; the brochure is the complete statement.

**Where is Sterling Financial Planning Inc located?**
Sterling Financial Planning Inc's principal office is in Sparta, NJ, according to its Form ADV.

**Is Sterling Financial Planning Inc registered with the SEC or a state?**
Sterling Financial Planning Inc is an SEC-registered investment advisory firm, registered since 1998. Status as filed: Approved. CRD 108664.

**How much does Sterling Financial Planning Inc manage?**
Sterling Financial Planning Inc reports $760,762,843 in regulatory assets under management in its Form ADV filing dated September 8, 2026 (64% discretionary).

**How have Sterling Financial Planning Inc's assets and staff changed since 2021?**
In the Form ADV data for Sterling Financial Planning Inc: Regulatory assets under management: $540,177,990 in the October 2021 data and $760,762,843 in the October 2026 data, up 41%. Total employees: 7 in October 2021 and 8 in October 2026. Assets under management move with markets as well as with clients coming and going.

**What types of clients does Sterling Financial Planning Inc serve?**
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (350); high net worth individuals (212); charitable organizations (8).

**Which custodians does Sterling Financial Planning Inc use?**
Sterling Financial Planning Inc's most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Charles Schwab & Co., Inc. and National Financial Services LLC as custodians holding 10% or more of its separately managed account assets.

**Does Sterling Financial Planning Inc 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/108664

**What changed in Sterling Financial Planning Inc's recent Form ADV filings?**
In the October 2026 filing data: Registered or notice-filed in CO.

## From the Form ADV filing

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

### Fees and minimums (Form ADV Part 2A brochure dated March 27, 2026)

- Flat fee: $2,000 to $6,000 (financial planning and consulting services…)

> Sterling’s planning and consulting fees are negotiable but generally range from $2,000 to $6,000 on a fixed fee basis, depending upon the level and scope of the services required and the professionals providing the services.

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.
- National Financial 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: $760,762,843
- Discretionary: $487,530,839
- Non-discretionary: $273,232,004

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 350 | $126,870,673 |
| High net worth individuals | 212 | $615,277,518 |
| Pension and profit sharing plans (but not the plan participants or government pension plans) | 2 | $1,889,101 |
| Charitable organizations | 8 | $14,455,855 |
| Corporations or other businesses not listed above | 6 | $2,269,696 |

### 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
- Other

### Firm details
- Registered since: 1998 (27 years)
- Employees: 8 total, 8 performing advisory functions
- Wrap fee program participation: No
- States registered or notice-filed: CA, CO, FL, GA, MA, ME, NC, NH, NJ, NY, PA, SC, TN, TX, VA, VT
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Websites listed on Form ADV (Item 1.I)
- [sterlingadvice.com](https://sterlingadvice.com)
- LinkedIn @sterling-financial-group-nj

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $540,177,990 | 7 | May 12, 2021 |
| October 2022 | $621,696,758 | 7 | March 13, 2022 |
| October 2023 | $549,105,901 | 6 | March 16, 2023 |
| October 2024 | $623,209,769 | 8 | March 20, 2024 |
| October 2025 | $671,921,507 | 8 | March 26, 2025 |
| October 2026 | $760,762,843 | 8 | September 8, 2026 |

Regulatory assets under management: $540,177,990 in the October 2021 data and $760,762,843 in the October 2026 data, up 41%.
Total employees: 7 in October 2021 and 8 in October 2026.

## Changes in the filing (last 12 months)

### October 2026
- Registered or notice-filed in CO.

### April 2026
- Employees performing advisory functions went from 7 to 8.
- Regulatory assets under management went from $671,921,507 to $760,762,843 (+13%).
- Registered or notice-filed in VT.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Sterling Financial Planning Inc (CRD 108664): Form ADV filing data as of October 2026.