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ADVISORY ALPHA, LLC
CRD 158282File 801-72499
APPROVED
Retail clients
Custody
Disclosure events
Filing as of Mar 31, 2026
Feed vintage Oct 1, 2026
Regulatory AUM
$4.37B
Top 25% of cohort (national)
Discretionary AUM
$4.37B
Clients
13,831
24,401 accounts
Employees
66
Top 10% of cohort in MI
Identity & registration
ADV Item 1- Organization form
- Limited Liability Company
- Firm type
- Registered
- SEC region
- CHRO
- Registration date
- Jun 14, 2011
- Principal office
- 348 S WAVERLY RD, SUITE 100, HOLLAND, MI, 49423
- Phone
- 866-530-1400
- Website
- HTTP://WWW.ADVISORYALPHA.COM
Assets & accounts
ADV Item 5F- Total regulatory AUM
- $4.37B
- Discretionary AUM
- $4.37B
- Non-discretionary AUM
- $0
- Discretionary accounts
- 24,401
- Non-discretionary accounts
- 0
- Total accounts
- 24,401
- AUM per client
- $316K
Clients by type
ADV Item 5D| Client type | Clients | AUM |
|---|---|---|
| Other investment advisers | 4,999 | $1.96B |
| High net worth individuals | 458 | $909.7M |
| Pension and profit sharing plans | 33 | $42.4M |
| Individuals (other than high net worth individuals) | 8,341 | $1.47B |
Compensation & activities
ADV Items 5E, 5GCompensation
- Fixed fees
- Hourly charges
- A percentage of assets under your management
Advisory activities
- Other
- Financial planning services
- Portfolio management for other
- Portfolio management for businesses
- Portfolio management for individuals and/or small businesses
Custody
ADV Item 9- Firm Custody Cash
- No
- Firm Custody Assets
- No
- Firm Custody Clients
- No
- Firm Custody Securities
- Yes
- Related Person Custody Cash
- No
- Related Person Custody Assets
- No
- Related Person Custody Clients
- No
- Related Person Custody Securities
- No
Disclosure events
ADV Item 11- Q11D1
Filed changes
| Date | Field | From | To | Change |
|---|---|---|---|---|
| Apr 1, 2026 | Employees | 60 | 66 | increased by6 |
| Apr 1, 2026 | Clients | 13,126 | 13,831 | increased by705 |
| Apr 1, 2026 | AUM | $3,468,083,482 | $4,373,624,090 | increased by$905,540,608 |
| Apr 1, 2026 | Accounts | 22,480 | 24,401 | increased by1,921 |
| May 1, 2025 vs Oct 1, 2022 | Employees | 50 | 60 | increased by10 |
| May 1, 2025 vs Oct 1, 2022 | Disclosures | No | Yes | |
| May 1, 2025 vs Oct 1, 2022 | Custody | No | Yes | |
| May 1, 2025 vs Oct 1, 2022 | Clients | 7,935 | 13,126 | increased by5,191 |
| May 1, 2025 vs Oct 1, 2022 | AUM | $1,813,458,683 | $3,468,083,482 | increased by$1,654,624,799 |
| May 1, 2025 vs Oct 1, 2022 | Accounts | 12,663 | 22,480 | increased by9,817 |
| Sep 1, 2022 | Employees | 46 | 50 | increased by4 |
| Apr 1, 2022 | Employees | 42 | 46 | increased by4 |
| Apr 1, 2022 | Clients | 7,181 | 7,935 | increased by754 |
| Apr 1, 2022 | AUM | $1,245,457,643 | $1,813,458,683 | increased by$568,001,040 |
| Apr 1, 2022 | Accounts | 9,960 | 12,663 | increased by2,703 |
On Form 5500, an adviser usually appears as a plan service provider (Schedule C), not the plan sponsor.
See plans that list “ADVISORY ALPHA” as a service provider on 5500mcp →Matched by name only — Form ADV and Form 5500 share no identifier, and names are searched loosely (“ADVISORY ALPHA” may also match similarly-named firms). Confirm identity against each filing.
Every value above is reproduced from this firm's Form ADV filing. Fields the firm left blank are shown as “Not reported” rather than filled in from other sources.