Data / Investment advisers / Michigan / Advisory Alpha, LLC
Advisory Alpha, LLC, Holland, MI: $4.4 billion AUM, SEC registered investment adviser
Advisory Alpha, LLC is an SEC registered investment adviser with its main office in Holland, Michigan and reports $4.4 billion in regulatory assets under management in its Form ADV filed March 31, 2026. Its clients include other investment advisers, individuals and high net worth individuals. It is paid through a percentage of assets under management, hourly charges and fixed fees.
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- Registration
- SEC registered investment adviser
- CRD number
- 158282
- SEC file number
- 801-72499
- SEC status
- Approved, effective June 14, 2011
- Main office
- 348 S Waverly Rd Suite 100, Holland, MI 49423
- Phone
- (866) 530-1400
- Website
- advisoryalpha.com
- Regulatory AUM
- $4,373,624,090 in the Form ADV filed March 31, 2026
- Discretionary AUM
- $4,373,624,090
- Accounts
- 24,401
- Employees
- 66, of which 61 give investment advice
- Form of organization
- Limited Liability Company
- Paid through
- a percentage of assets under management, hourly charges, fixed fees
- Other offices
- 27
- Form ADV Item 11 disclosures
- Reported: other federal, state or foreign regulatory actions
- Latest Form ADV filing
- March 31, 2026
- SEC record
- Investment Adviser Public Disclosure
Clients
Client types the adviser reports in Form ADV item 5.D, with the AUM it attributes to each.
| Client type | Clients | AUM |
|---|---|---|
| Other investment advisers | 4,999 | $1.96 billion |
| Individuals (other than high net worth individuals) | 8,341 | $1.47 billion |
| High net worth individuals | 458 | $909.7 million |
| Pension and profit sharing plans | 33 | $42.4 million |
AUM in the SEC's monthly files
Each change in the AUM the adviser reported across the monthly SEC files held here, with the first file that shows the new value.
| First in the file of | AUM | Form ADV filed |
|---|---|---|
| April 1, 2026 | $4.37 billion | March 31, 2026 |
| December 1, 2025 | $3.47 billion | April 24, 2025 |
Other advisers in Michigan
| Adviser | City | AUM | Private funds | Source |
|---|---|---|---|---|
| SPC | Ann Arbor | $6.10 billion | Not listed | adviserinfo.sec.gov |
| Mainstay Capital Management, LLC | Grand Blanc | $5.31 billion | Not listed | adviserinfo.sec.gov |
| Rehmann Wealth | Lansing | $5.27 billion | Not listed | adviserinfo.sec.gov |
| Advance Capital Management Inc | Southfield | $4.98 billion | Not listed | adviserinfo.sec.gov |
| CG Advisory Services | Williamston | $4.64 billion | Not listed | adviserinfo.sec.gov |
| Azimuth Capital Management | Bloomfield Hills | $3.99 billion | Not listed | adviserinfo.sec.gov |
| Corecap Advisors | Southfield | $3.99 billion | Not listed | adviserinfo.sec.gov |
| Schwartz Investment Counsel Inc | Plymouth | $3.74 billion | Not listed | adviserinfo.sec.gov |
Also on SpecStream
- Investment advisers in Michigan
- Advisers with $1 billion to $10 billion in AUM
- Advisers serving other investment advisers
- Advisers serving individuals
- Advisory Alpha, LLC on the SEC's adviser search
Updated November 7, 2026. Read from the SEC's Form ADV data files for investment advisers. Public data published by the US Securities and Exchange Commission (US government work). Advisers report these values themselves in Form ADV, and neither the SEC nor the states approve or guarantee them. AUM is regulatory assets under management as the adviser reported it in Form ADV item 5.F, which can differ from the AUM a firm quotes elsewhere. Exempt reporting advisers do not report AUM. Office address, phone and website are the adviser's main office as filed; a firm that files its main office as a private residence shows no street address or phone. An Item 11 disclosure is a reported event, not a finding about the firm today. Details for each firm are on the SEC's Investment Adviser Public Disclosure site. This page uses SEC data and is not endorsed or certified by the SEC. Free to reuse with credit to SpecStream under CC BY 4.0. Spot a wrong value? Write to [email protected] with the link to this page.