Sierra Hotel Financial LLC
Data sourced from SEC public records (and other sources when available). Refreshed weekly • Updated today.
About
Sierra Hotel Financial LLC provides discretionary asset management, ongoing financial planning, and retirement plan advisory services to individuals, high‑net‑worth clients, and plan sponsors. The firm is a small team—two advisors—managing roughly $24 million for about 60 clients.
Investment programs are goal‑based and tailored to each client’s time horizon and risk tolerance, using fundamental analysis, Modern Portfolio Theory, and cyclical analysis with a typically longer‑term orientation and periodic rebalancing. SHF offers both model/UMA‑based limited management and a more customized full management service that can include tax‑loss harvesting, direct indexing, individual securities, and the use of third‑party sub‑advisors on the Altruist platform.
What distinguishes the firm is its combination of services and operational practices for a small, recently formed advisory team: it provides both ERISA 3(21) advisory services and full 3(38) discretionary investment manager roles for retirement plans, and it discloses the authority to select and appoint sub‑advisors (a practice the firm identifies as a potential conflict of interest). The firm also offers standalone, ongoing financial planning on a fixed‑fee basis and maintains multiple offices despite its limited headcount.
Client services
Expertise
Occupation focus
Fee options
Fixed annual fee for ongoing financial planning ranging from $6,000 to $15,000 for clients with assets under $5,000,000; negotiable and typically higher for clients above $5,000,000. Fees may exceed $100,000 annually for larger/complex clients.
$0 - $499,999.99: 1.30% annually $500,000 - $999,999.99: 1.05% annually $1,000,000 - $1,499,999.99: 0.95% annually $1,500,000 - $1,999,999.99: 0.85% annually $2,000,000+: 0.75% annually
Account minimum: $250,000
Main office
See officeTriangle VA
Advisors at this office
1
Most active in
California · Louisiana · Maryland · Ohio · Texas · Virginia
Disclosures
Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.
Business activities & affiliations
Is not active or affiliated with:
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Insurance agent
They sell insurance products and may earn commissions on those sales.
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Broker-dealer / trader
They provide brokerage services and may earn transaction-based compensation in addition to advisory fees.
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Bank
They're affiliated with a bank that may offer its own financial products and services.
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Trust company
They provide trust and estate administration services, typically for separate fees.
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Fund sponsor
They manage or sponsor investment funds and may earn management or performance-based fees if clients invest in them.
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Accountant / CPA / tax prep
They offer tax and accounting services, typically for separate fees.
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Lawyer
They provide legal services, typically billed separately.
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Real estate agent
They facilitate real estate transactions and may earn commissions.
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Other specialized services
They may provide services such as pension consulting or municipal advisory work, typically for separate fees.
Forms ADV
Advisors at this firm
Joseph T
Series 63, Series 65
Triangle, VA
Sierra Hotel Financial LLC
Joseph Turkal is a financial advisor at Sierra Hotel Financial LLC with three years of industry experience. He holds the Series 63 and Series 65 licenses and served in the Armed Forces for 30 years prior to his financial career. His prior firms include Northwestern Mutual and Lakrut Insurance Services. Sierra Hotel Financial LLC provides discretionary asset management, financial planning, and retirement plan advisory services to individuals, high-net-worth clients, and plan sponsors. The firm uses a goal-based investment approach tailored to clients’ time horizons and risk tolerances, offering both model-based and customized portfolio management.
Spencer T
CFP®
Temecula, CA
Sierra Hotel Financial LLC
Sierra Hotel Financial was founded when I was working as a financial advisor at a fortune 100 company and my father Joe, who was retiring from the marine corps, expressed interest in joining me. After joining forces at that company for a year we decided that the only way to grow the way we wanted to was to start our own firm. Thus we left and started Sierra Hotel Financial, an independent Registered Investment Advisor with the goal of serving active duty military, veterans, federal employees and government contractors. Since I went to school for mathematics, I have a unique and evidenced-based approach to solving the problems that our clients face. Joe's experience led our firm to better understand what these problems are and how to better communicate the solutions. In order to give back to active duty, reservists and veterans: In September of 2023 we set out to build 500 free financial plans for military members. These plans are comprehensive and offer actionable recommendations that are evidence-based. At the time of writing this description we have built over 100 of those plans. We plan to continue doing this service until we hit 500 free plans which is over $1,000,000 worth of free financial plans for the military community.
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