SEC-registered independent wealth management RIA
Advisory Alpha, LLC
As of its Form ADV filed March 31, 2026, Advisory Alpha, LLC, an SEC-registered independent wealth management RIA in Holland, Michigan, reported $4.4 billion in regulatory assets under management across 24,401 accounts, ranking #7 among independent RIAs in Michigan by assets.
Registration
- Registration
- SEC-registered, Approved
- CRD number
- 158282
- SEC file number
- 801-72499
- Registered since
- June 14, 2011
- Latest Form ADV filing
- March 31, 2026
- Organized as
- Limited Liability Company
- Fiscal year ends
- December
- Other offices
- 27
Key figures
- Regulatory assets under management
- $4.4 billion
- Discretionary
- $4.4 billion (100.0%)
- Non-discretionary
- $0
- Accounts
- 24,401 (24,401 discretionary)
- Clients
- 13,831, approximate as reported
- Employees
- 66
- Advisory staff
- 61 performing investment advisory functions
- Average account
- $179,240
- Asset growth, 1 year
- 26.1% (from $3.5 billion a year earlier)
- Asset growth, 3-year annual rate
- 34.8% (from $1.8 billion three years earlier)
- Asset growth, 5-year annual rate
- 28.6% (from $1.2 billion five years earlier)
- Client growth, 1 year
- 5.4% (from 13,126)
Independent wealth management RIA: individual and high net worth clients hold at least half of its regulatory assets, it offers financial planning or portfolio management for individuals, and it is not a broker-dealer, a bank or part of one by the directory's rules. How firms are classed.
Growth rates come from the SEC's yearly snapshots and are left blank when the years are not comparable.
Rankings
Among independent wealth management RIAs.
| Ranking | Nationally | In Michigan | Value |
|---|---|---|---|
| Largest independent RIAs by assets under management | #271 | #7 | $4.4 billion |
| Fastest-growing independent RIAs over one year | #1,354 | #51 | 26.1%from $3.5 billion |
| Fastest-growing independent RIAs over three years | #331 | #7 | 34.8%from $1.8 billion |
| Fastest-growing independent RIAs over five years | #239 | #6 | 28.6%from $1.2 billion |
| Independent RIAs with the biggest asset gains over one year | #233 | #5 | $905.5 million |
| Independent RIAs with the most clients | #64 | #1 | 13,831 |
| Independent RIAs with the fastest client growth over one year | #2,527 | #72 | 5.4%from 13,126 |
| Independent RIAs with the most accounts | #64 | #1 | 24,401 |
| Independent RIAs with the most advisory staff | #142 | #3 | 61 |
| Independent RIAs with the most high net worth clients | #492 | #18 | 458 |
| Independent RIAs with the most CFP professionals | #217 | #6 | 13 |
Assets over time
Data table
| As of | RAUM |
|---|---|
| October 3, 2011 | $0 |
| October 1, 2012 | $96.5 million |
| October 1, 2013 | $131.6 million |
| October 1, 2014 | $200.1 million |
| October 1, 2015 | $187.9 million |
| October 3, 2016 | $201.6 million |
| October 2, 2017 | $307.9 million |
| October 1, 2018 | $484.9 million |
| October 1, 2019 | $576.9 million |
| October 1, 2020 | $800.7 million |
| October 4, 2021 | $1.2 billion |
| October 3, 2022 | $1.8 billion |
| October 5, 2023 | $1.8 billion |
| October 1, 2024 | $3.0 billion |
| September 2, 2025 | $3.5 billion |
| October 2, 2026 | $4.4 billion |
Clients and services
Client mix
| Measure | Bar | RAUM |
|---|---|---|
| Other investment advisers 4,999 clients | $2.0 billion | |
| Individuals (other than high net worth) 8,341 clients | $1.5 billion | |
| High net worth individuals 458 clients | $909.7 million | |
| Pension and profit sharing plans 33 clients | $42.4 million |
How the firm is paid
- A percentage of assets under management
- Hourly charges
- Fixed fees
Advisory services
- Financial planning
- Portfolio management for individuals or small businesses
- Portfolio management for businesses or institutional clients
- Pension consulting
- Educational seminars or workshops
Financial planning clients (Item 5.H): 26-50.
Wrap fee program sponsor or portfolio manager: no.
Other business, affiliations and custody
Other business activities (Item 6.A)
None reported.
Financial industry affiliations (Item 7.A)
- Other investment adviser
- Insurance company or agency
Custody (Item 9)
The firm reported custody of client cash or securities, $180.7 million in total.
Investment adviser representatives
- IARs registered with the firm
- 66
- Also registered through a broker-dealer
- 4
- Employees who are IARs (Form ADV 5.B(3))
- 61
Designations held by the firm's IARs: CFP 13, CFA 3, ChFC 1.
Between 40 and 44 of the firm's 66 IARs are registered in jurisdictions that require IAR CE. The source counts registrations by jurisdiction, and many IARs are registered in more than one, so the exact number is not knowable from it. IAR CE requirements by state.
Counts only. AdvisorIQ does not list individual people.
Disclosures
On Form ADV Item 11 the firm answered yes to 1 disclosure question. See the detail on IAPD.
Succession and acquired firms
On Form ADV Item 4 the firm did not report succeeding to another adviser's business.
Similar-sized firms in Michigan
| Firm | City | RAUM |
|---|---|---|
| Mainstay Capital Management, LLC | Grand Blanc | $5.3 billion |
| Rehmann Wealth | Lansing | $5.3 billion |
| Advance Capital Management Inc | Southfield | $5.0 billion |
| CG Advisory Services | Williamston | $4.6 billion |
| Azimuth Capital Management | Bloomfield Hills | $4.0 billion |
The five independent RIAs nearest in regulatory assets with a main office in the same state.
Elsewhere
- Advisory Alpha, LLC on IAPD: Form ADV, brochures and disclosure detail.
- Firm website: www.advisoryalpha.com
- Independent RIAs in Michigan
Firm data as of October 2, 2026, from ia100226.zip. Figures are as the firm reported them; corrections are made on Form ADV and appear after the next monthly reload.
Data as of October 2, 2026, from Form ADV. Sources: SEC registered adviser data (ia100226.zip) and IAPD compilation reports. How the directory is built.