Advisory Alpha, LLC
Data sourced from SEC public records (and other sources when available). Refreshed weekly • Updated today.
Client AUMClient assets under management
$2,375,599,120
Clients
8,799
Advisors
65
across 20 offices
About
Advisory Alpha is an SEC-registered enterprise adviser managing over $4.3 billion for a mix of individual and high-net-worth clients, supported by roughly 60 advisors and thousands of client relationships. The firm also provides financial planning, a broad set of specialty retirement-plan solutions, and serves in subadvisory and co-advisory roles for other registered investment advisers.
Investment decisions are guided by a centralized Investment Team that implements a fund-of-funds approach across a wide menu of managed portfolio series, including factor-based, tax-aware equity strategies, hedged/structured-product allocations, and duration-matching fixed income solutions. Portfolios are generally managed on a discretionary basis with ongoing asset-allocation oversight, security selection, and systematic rebalancing.
What distinguishes Advisory Alpha from many peers is its active role as a subadvisor/co-advisor to other RIAs and the material assets it oversees under advisement, alongside its disclosed ownership interest in a technology services platform used by advisors. The firm also offers several specialized programs — such as serving as a 3(38) fiduciary for retirement plans, cash balance and 1031-exchange real estate solutions — and discloses a model-specific technology trading fee tied to certain Direct Series model portfolios.
Client services
Expertise
Occupation focus
Fee options
Fixed fees generally range from $1,000 to $10,000 for financial planning and specialty solutions; negotiable.
0.10% to 1.70% depending on services provided; fees negotiable and disclosed in advisory agreement
Hourly fees between $50 and $400 per hour for certain specialty solutions and financial planning.
Minimum fee: Minimum annual fee may be implemented or waived at discretion of investment advisor representative; disclosed in advisory agreement. Fee-only: Financial planning and specialty solutions may be charged hourly ($50 to $400 per hour) or fixed fees ($1,000 to $10,000), negotiable and disclosed in advisory agreement.
Main office
See office348 S. Waverly Road, Suite 102
Holland MI 49423
Advisors at this office
28
Offices (20)
Holland, MI S. Waverly Road
348 S. Waverly Road Suite 102, Holland, MI 49423
28 advisors
Perrysburg, OH
770 Commerce Dr, Perrysburg, OH 43551
12 advisors
Norfolk, VA
5005 Colley Ave, Norfolk, VA 23508
3 advisors
Fort Mill, SC
127 Ben Casey Drive #104, Fort Mill, SC 29708
2 advisors
Naperville, IL
1230 E. Diehl Rd. Suite 100, Naperville, IL 60563
2 advisors
Most active in
Alabama · Alaska · Arizona · Arkansas · California · Colorado · Connecticut · Delaware · Florida · Georgia · Hawaii · Idaho · Illinois · Indiana · Iowa · Kansas · Kentucky · Louisiana · Maine · Maryland · Massachusetts · Michigan · Minnesota · Mississippi · Missouri · Montana · Nebraska · Nevada · New Hampshire · New Jersey · New Mexico · New York · North Carolina · Ohio · Oklahoma · Oregon · Pennsylvania · Rhode Island · South Carolina · South Dakota · Tennessee · Texas · Utah · Vermont · Virginia · Washington · West Virginia · Wisconsin · Wyoming
Also doing business as
Advisory Alpha · Advisory Alpha, LLC · Case Wealth Management · Conger Wealth Management · Estate Doctor · Financial Decisions · Financial Transitions Ltd. · Money Tales Financial · Schipper & Osterink · Suddenly Single Wealth Management
Disclosures
Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.
Business activities & affiliations
Is active or affiliated with:
Insurance agent
They sell insurance products and may earn commissions on those sales.
Is not active or affiliated with:
-
Broker-dealer / trader
They provide brokerage services and may earn transaction-based compensation in addition to advisory fees.
-
Bank
They're affiliated with a bank that may offer its own financial products and services.
-
Trust company
They provide trust and estate administration services, typically for separate fees.
-
Fund sponsor
They manage or sponsor investment funds and may earn management or performance-based fees if clients invest in them.
-
Accountant / CPA / tax prep
They offer tax and accounting services, typically for separate fees.
-
Lawyer
They provide legal services, typically billed separately.
-
Real estate agent
They facilitate real estate transactions and may earn commissions.
-
Other specialized services
They may provide services such as pension consulting or municipal advisory work, typically for separate fees.
Advisors at this firm
Not sure where to start?
We'll help you think it through—whether you ultimately need an advisor or not. Warmer helps you compare advisors clearly, so you can choose with confidence.
For advisor listings, we rely on sources including public filings and data provided by advisors, and we cannot guarantee that all information is current or accurate. Advisors are independent and may not have reviewed or updated this information. Please review an advisor’s Form ADV and do your own diligence before deciding whether to work with them.
Advisor matching and introductions are provided by FinanceHQ LLC (“FHQ”), a wholly-owned subsidiary of Warmer and an SEC-registered investment advisor. We receive compensation from certain participating advisors for introductions or referrals. This creates a conflict of interest because we have an incentive to recommend advisors who compensate us, including those who pay us more. You pay no fee to use our matching service, and advisor fees are not increased because of a referral or introduction. We do not review the ongoing performance of advisors, manage or hold assets, guarantee performance, or provide advice about specific investments.
By using our service, you agree to our Terms of Service and Advisory Agreement, and acknowledge our Privacy Policy. Please review FHQ’s ADV Part 2A and Form CRS. Logos provided by Logo.dev
© 2026 Warmer Holdings Inc. (“Warmer”)