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RIA / WealthRegistered adviserformer SEC advisernot on rosterRAUM 100m 1b

PLANNERS ALLIANCE

PLANNERS ALLIANCE, LLC, CRD 290575

HOLLAND, MI

This is the graph view. The full profile, with its team, deals and sources, is on RIA / Wealth Management.Open the full profile →

Search this name across graphsid dfx:ria:fec619e7-7d48-9e62-5b8a-f6961a024bfd

Data as of Jul 10, 2020 (this record's last observation) from federal regulator filings. Page built Sep 20, 2026, 6:23 AM UTC and rebuilt at most every 15 minutes.

Relationships: 25
Dated events: 5
On other graphs: 0
Observed: Oct 18, 2017 to Jul 10, 2020
16 observations

Across DFX

This entity has not been resolved onto another DFX graph by a shared identifier. A name match elsewhere would be a candidate, never an identity, and none is recorded.

Facts

fact = as filed or announced; derived = computed by DFX; estimate = a band, never a point

Firm class: former SEC adviserderivedabsent from the latest SEC roster
Regulatory AUM: $287MItem 5.F on the latest filing (2020-07-10); as reported, and an affiliate's assets may be counted again on its own filing
Discretionary RAUM: $287M
Private client RAUM: $287MderivedItem 5.D individuals plus high net worth individuals
Private client share: 100%derivedprivate client RAUM over total RAUM
Advisors on IAPD: 0
Employees: 20
Advisory employees: 20
Offices: 11Schedule D 1.F, beyond the principal office
Accounts: 3,398
Individual clients: 1,713
SEC number: 801-112051
CRD: 290575
Filings on the tape: 16
First filed: Oct 18, 2017
Latest filed: Jul 10, 2020
Organised: Limited Liability Company, Michigan

Owners and control persons

Schedule A and B as filed; ownership codes are the form's bands (NA under 5%, A 5 to 10%, B 10 to 25%, C 25 to 50%, D 50 to 75%, E over 75%); people are listed as filed and never merged by name

Owner	Title	Ownership code	Control person	Acquired	First seen	Last seen
OSTERINK, JANINE, LEE	Cco	A	yes	05/2020	Oct 18, 2017	Jul 10, 2020
OSTERINK, STEVE, MARK	MANAGING MEMBER	E	yes	10/2017	Oct 18, 2017	Jul 10, 2020

Affiliates (Item 7.A)

as filed on Item 7.A; a related person with a CRD on the graph links to its own page

Related person	Type	Class on the graph	Its RAUM	Control	Common control	State
ADVISORY ALPHA, LLC	n/a	Independent wealth	$4.4B	N	yes	n/a
SIMPLICITY WEALTH LLC	n/a	Mixed wealth	$4.3B	N	yes	n/a

Offices

Schedule D 1.F offices beyond the principal office; street addresses are not published

City	State	Country	Employees	Also broker-dealer
Perrysburg	Oh	United States	5	no
Meridian	Id	United States	2	no
BINGHAM FARMS	Mi	United States	2	no
FORT MILL	Sc	United States	2	no
PALM BAY	FL	United States	1	no
Nampa	Id	United States	1	no
Farmingdale	Me	United States	1	no
Southfield	Mi	United States	1	no
Hendersonville	Nc	United States	1	no
n/a	n/a	n/a	1	no

Regulatory AUM by fiscal year

annual amendments (and the roster's annual snapshot) as filed; where a year was amended twice the later filing draws the line

Fiscal year	Filed	RAUM	Discretionary	Employees	Advisory staff	Offices	Private funds	Fund GAV
2019	Mar 31, 2020	$287M	$287M	20	20	12	n/a	n/a
2018	Mar 30, 2019	$230M	$230M	20	20	11	n/a	n/a
2017	Mar 15, 2018	n/a	n/a	19	19	9	n/a	n/a

Growth

derived from consecutive annual filings; RAUM as reported

Latest fiscal year	RAUM	A year earlier	1y change	Three years earlier	3y CAGR	Employees	A year earlier	Offices	A year earlier
2019	$287M	$230M	24.5%	n/a	n/a	20	20	11	11

Teams out

two or more advisors whose registrations ended here and began at one firm together: a fact of two dates, not a prediction

Other firm	Advisors	First left	Last joined	From	Kind	Move type	Share of firm
ADVISORY ALPHA, LLC	14	Sep 15, 2020	Nov 10, 2025	HOLLAND, MI	Firm absorbed	RIA to RIA	82.4%

Teams in

teams that arrived here from one firm together

Other firm	Advisors	First left	Last joined	From	Kind	Move type	Share of firm
ALPHASTAR CAPITAL MANAGEMENT	2	Mar 16, 2018	Mar 16, 2018	CORNELIUS, NC	Team lift out	RIA to new firm	4.4%
ALPHASTAR CAPITAL MANAGEMENT	2	Feb 22, 2018	Feb 22, 2018	FORT MILL, SC	Team lift out	RIA to new firm	3.8%
ALPHASTAR CAPITAL MANAGEMENT	8	Feb 15, 2018	Mar 15, 2018	CORNELIUS, NC	Team lift out	RIA to new firm	15.1%

Relationships

Affiliated with (2)

→ ADVISORY ALPHA, LLCRegistered adviserother investment adviser, common control
factForm ADV
→ SIMPLICITY WEALTHRegistered adviserother investment adviser, common control
factForm ADV

Controls (2)

← OSTERINK, STEVE, MARKOwnerMANAGING MEMBER, ownership code E, individual
Oct 18, 2017 to presentfactForm ADV
← OSTERINK, JANINE, LEEOwnerCCO, ownership code A, individual
Oct 18, 2017 to presentfactForm ADV

Moved with (2)

→ ADVISORY ALPHA, LLCRegistered adviser15 advisors, firm absorbed, same day
Sep 15, 2020 to Nov 10, 2025factForm ADV
← ALPHASTAR CAPITAL MANAGEMENTRegistered adviser2 advisors, team lift out, same day
Mar 16, 2018 to Mar 16, 2018factForm ADV

Registered with (17)

← JANINE LEE OSTERINKAdvisorregistration: previous registration
Nov 17, 2017 to Dec 11, 2020factForm ADV
← RUTH DENISE GOLDSTEINAdvisorregistration: previous registration
Feb 20, 2018 to Sep 30, 2020factForm ADV
← GREGORY CARL MAYESAdvisorregistration: previous registration
Feb 15, 2018 to Sep 15, 2020factForm ADV
← ELIZABETH KATHLEEN SKOGLUNDAdvisorregistration: previous registration
Feb 15, 2018 to Sep 15, 2020factForm ADV
← RAMONA HENDERSON PEARSONAdvisorregistration: previous registration
Oct 5, 2018 to Sep 15, 2020factForm ADV
← JAIME NICOLE COWPERAdvisorregistration: previous registration
Mar 16, 2018 to Sep 15, 2020factForm ADV
← RONALD ARTHUR MYERSAdvisorregistration: previous registration
Feb 27, 2018 to Sep 15, 2020factForm ADV
← MICHAEL HARRISON BAKERAdvisorregistration: previous registration
Feb 22, 2018 to Sep 15, 2020factForm ADV
← KEVIN MICHAEL BUCHERAdvisorregistration: previous registration
Feb 27, 2018 to Sep 15, 2020factForm ADV
← LINDA MARIE ROBERTSAdvisorregistration: previous registration
Apr 5, 2018 to Sep 15, 2020factForm ADV
← ROSS EVAN MARYNELLAdvisorregistration: previous registration
Feb 22, 2018 to Sep 15, 2020factForm ADV
← JAMES WESLEY POLINGAdvisorregistration: previous registration
Feb 27, 2018 to Sep 15, 2020factForm ADV
← ROBERT KORTAdvisorregistration: previous registration
Feb 15, 2018 to Sep 15, 2020factForm ADV
← PETER A SAMENUKAdvisorregistration: previous registration
Mar 15, 2018 to Sep 15, 2020factForm ADV
← KYLE TIMOTHY OBRIENAdvisorregistration: previous registration
Mar 26, 2018 to Sep 15, 2020factForm ADV
← Nathan NicholsAdvisorregistration: previous registration
Mar 16, 2018 to Sep 15, 2020factForm ADV
← Martin Lopez TueroAdvisorregistration: previous registration
Aug 24, 2019 to Sep 15, 2020factForm ADV

Dated events

2 bookkeeping events (roster, classification and holdings changes) folded below

Occurred
May 1, 2020
Control person left
Lyn Katie Koeman (Chief Compliance Officer) no longer on Schedule A of Planners Alliance (listed 2020-03-31, absent 2020-05-01)
Form ADVobserved 5 days ago
Occurred
Mar 30, 2019
Control person joined
Lyn Katie Koeman (Chief Compliance Officer) appeared on Schedule A of Planners Alliance
Form ADVobserved 5 days ago
Occurred
Oct 18, 2017
First Form ADV filing
Planners Alliance filed its initial SEC registration (Form ADV)
Form ADVobserved 5 days ago

Show 2 bookkeeping events

Occurred
Mar 15, 2018
Planners Alliance reported 9 offices beyond its principal office, up from 0 (2018-01-25 to 2018-03-15)
Occurred
Mar 15, 2018
Planners Alliance reported 19 state-registered advisory representatives, up from 1 (2018-01-25 to 2018-03-15)

Provenance

Graph: RIA / Wealth Management
Canonical id: dfx:ria:fec619e7-7d48-9e62-5b8a-f6961a024bfd
First observed: Oct 18, 2017
Last observed: Jul 10, 2020 75 months ago
Source families: Federal regulator filings
3 registered feeds stand behind this record; each fact above carries its own dates and, where the publisher serves one, its document.
Resolution: Identity across graphs by shared identifier (CRD, CIK, EIN, ADV fund id, individual CRD) or citation; a name match is shown as a candidate and never merged.

PLANNERS ALLIANCE

PLANNERS ALLIANCE, LLC, CRD 290575

HOLLAND, MI

This is the graph view. The full profile, with its team, deals and sources, is on RIA / Wealth Management.Open the full profile →

Search this name across graphsid dfx:ria:fec619e7-7d48-9e62-5b8a-f6961a024bfd

Data as of Jul 10, 2020 (this record's last observation) from federal regulator filings. Page built Sep 20, 2026, 6:23 AM UTC and rebuilt at most every 15 minutes.

Owner

Title

Ownership code

Control person

Acquired

First seen

Last seen

OSTERINK, JANINE, LEE

Cco

yes

05/2020

Oct 18, 2017

Jul 10, 2020

OSTERINK, STEVE, MARK

MANAGING MEMBER

yes

10/2017

Oct 18, 2017

Jul 10, 2020

Related person

Type

Class on the graph

Its RAUM

Control

Common control

State

ADVISORY ALPHA, LLC

n/a

Independent wealth

$4.4B

yes

n/a

SIMPLICITY WEALTH LLC

n/a

Mixed wealth

$4.3B

yes

n/a

City

State

Country

Employees

Also broker-dealer

Perrysburg

United States

Meridian

United States

BINGHAM FARMS

United States

FORT MILL

United States

PALM BAY

United States

Nampa

United States

Farmingdale

United States

Southfield

United States

Hendersonville

United States

n/a

Fiscal year

Filed

RAUM

Discretionary

Employees

Advisory staff

Offices

Private funds

Fund GAV

2019

Mar 31, 2020

$287M

n/a

2018

Mar 30, 2019

$230M

n/a

2017

Mar 15, 2018

n/a

Latest fiscal year

RAUM

A year earlier

1y change

Three years earlier

3y CAGR

Employees

A year earlier

Offices

A year earlier

2019

$287M

$230M

24.5%

n/a

Other firm

Advisors

First left

Last joined

From

Kind

Move type

Share of firm

ADVISORY ALPHA, LLC

Sep 15, 2020

Nov 10, 2025

HOLLAND, MI

Firm absorbed

RIA to RIA

82.4%

Other firm

Advisors

First left

Last joined

From

Kind

Move type

Share of firm

ALPHASTAR CAPITAL MANAGEMENT

Mar 16, 2018

CORNELIUS, NC

Team lift out

RIA to new firm

4.4%

ALPHASTAR CAPITAL MANAGEMENT

Feb 22, 2018

FORT MILL, SC

Team lift out

RIA to new firm

3.8%

ALPHASTAR CAPITAL MANAGEMENT

Feb 15, 2018

Mar 15, 2018

CORNELIUS, NC

Team lift out

RIA to new firm

15.1%