Valrico, FL Office

Sterling Advisory Services, LLC is a solo registered investment adviser that provides ongoing portfolio management and financial planning to individuals, high‑net‑worth individuals, trusts, estates, and business entities. The firm advises across a broad set of investments — including mutual funds, equities, bonds, ETFs, REITs, private placements and third‑party managers — and prepares a written Investment Policy Statement for each client.

The adviser uses a mix of charting, fundamental, technical and cyclical analysis to construct and monitor client portfolios and documents risk tolerance and time horizon in each client’s IPS. Although the firm states it may request discretionary authority, its Form ADV reports no discretionary assets and $2,400,000 in non‑discretionary assets as of 09/27/2024, indicating that assets are primarily managed on a non‑discretionary basis.

Distinctive features disclosed in the brochure include promoter/referral arrangements under which the firm receives payments for referring clients to other businesses or related parties, and the inclusion of other financial products in its planning discussions (for example, life insurance). The firm also requires clients to use its recommended custodian (Altruist) rather than permitting client‑directed brokerage and does not act as custodian for client assets.