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STRAIGHTLINE

TROY, MI · CRD 127401 · IAPD ↗ · 248-269-8366

$1.17BRegulatory AUM
10Advisory reps
11Employees
2Clients
251-500Planning clients
0Private funds
34States
0Disclosures
wealthSegment
ApprovedSEC status

Filing changes

63
April 2026 — STRAIGHTLINE reports 251-500 financial-planning clients, up from 101-250.
Financial-planning client bucket (Item 5H) moved up, e.g. 11-25 -> 26-50.
Financial planning software
51
April 2025 — STRAIGHTLINE notice-filed in AK, CT, NE.
Notice-filed in new state(s): the firm is taking clients somewhere new.
ComplianceMarketing & brand
69
April 2025 — STRAIGHTLINE reports 101-250 financial-planning clients, up from 11-25.
Financial-planning client bucket (Item 5H) moved up, e.g. 11-25 -> 26-50.
Financial planning software
30
September 2024 — STRAIGHTLINE changed its website from straightline.com to straightlineadvisors.com.
Primary website domain changed (social-media URLs ignored) — usually a rebrand or new site.
Marketing & brand
55
June 2024 — STRAIGHTLINE added office(s): 2 -> 3 additional locations.
Count of additional offices increased.
Office IT & facilitiesCRMRecruiting & transitions
55
April 2024 — STRAIGHTLINE notice-filed in AR, HI, MD, MS, NV, OR, UT, WV.
Notice-filed in new state(s): the firm is taking clients somewhere new.
ComplianceMarketing & brand
63
April 2024 — STRAIGHTLINE reports 11-25 financial-planning clients, up from 1-10.
Financial-planning client bucket (Item 5H) moved up, e.g. 11-25 -> 26-50.
Financial planning software
72
April 2024 — STRAIGHTLINE grew from 8 to 10 advisory reps.
Advisory representative count grew materially (>=20% or >=5 reps).
CRMRecruiting & transitionsComplianceFinancial planning software

Data: SEC Form ADV monthly roster (public). Confirm on IAPD before acting.