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ADVISORY ALPHA, LLC

HOLLAND, MI · CRD 158282 · IAPD ↗ · advisoryalpha.com · 866-530-1400

$4.37BRegulatory AUM
61Advisory reps
66Employees
0Clients
26-50Planning clients
0Private funds
49States
1Disclosures
wealthSegment
ApprovedSEC status

Filing changes

47
April 2026 — ADVISORY ALPHA, LLC notice-filed in HI.
Notice-filed in new state(s): the firm is taking clients somewhere new.
ComplianceMarketing & brand
55
April 2026 — ADVISORY ALPHA, LLC added office(s): 24 -> 27 additional locations.
Count of additional offices increased.
Office IT & facilitiesCRMRecruiting & transitions
65
April 2026 — ADVISORY ALPHA, LLC reported RAUM up 26% ($3.47B -> $4.37B).
Regulatory AUM up >=25% since last filing.
Portfolio / reporting / TAMPCRMFinancial planning software
70
May 2025 — ADVISORY ALPHA, LLC now reports custody of client assets ($132.0M).
Firm now reports custody of client assets — surprise exams and controls follow.
ComplianceCustodian
55
April 2025 — ADVISORY ALPHA, LLC's Item 11 disclosure-reporting entries rose by 1 (0 -> 1).
Count of Item 11 disclosure-reporting entries increased (regulatory, civil, or criminal history of the firm or its affiliates/supervised persons).
ComplianceMarketing & brand
55
April 2025 — ADVISORY ALPHA, LLC added office(s): 23 -> 24 additional locations.
Count of additional offices increased.
Office IT & facilitiesCRMRecruiting & transitions
63
April 2024 — ADVISORY ALPHA, LLC reports 26-50 financial-planning clients, up from 11-25.
Financial-planning client bucket (Item 5H) moved up, e.g. 11-25 -> 26-50.
Financial planning software
73
April 2024 — ADVISORY ALPHA, LLC reported RAUM up 68% ($1.79B -> $3.00B).
Regulatory AUM up >=25% since last filing.
Portfolio / reporting / TAMPCRMFinancial planning software

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