DFX Intelligence

RIA Intelligence

Registered investment advisers, the advisors registered through them, the capital they report, the private vehicles they run and the people who own them, as a graph with a filing date behind every number. RAUM is what the adviser filed, a move is two registration dates, and a class is a rule you can read.

SEC-registered adviser

Advisory Alpha, LLC

Independent wealth managerHolland, MichiganCRD 158282SEC 801-72499websiteIAPD
Latest filing Mar 31, 2026
First filing on the tape Jan 24, 2012 · 88 filings
SEC status approved since Jun 14, 2011
RAUM
$4.4B
reported, Item 5.F
Discretionary
100%
of RAUM
Private clients
54%
$2.4B individuals and HNW
Advisors
66
registered through the firm on IAPD
RAUM per advisor
$66.3M
derived; firm RAUM over IAPD count
Employees
66
61 advisory (5.B.1)
Offices
27
beyond the principal office
Private funds
0
reported on Schedule D
History
88 filings and snapshots on the tape
RAUM$4.4B as of Mar 31, 2026
Jan 24, 2012$60.8M then
HNW client RAUM$910M as of Mar 31, 2026
Apr 1, 2021$121M then
State-registered IARs (5.B.3)61 as of Mar 31, 2026
Jan 24, 20120 then
Employees (5.A)66 as of Mar 31, 2026
Mar 26, 20136 then
Private funds: no history
RAUM +26% over the last fiscal year+35% a year over threeIARs 57 to 61offices 24 to 27
Practice profile
derived from the filing of Mar 31, 2026; every figure names its basis
Archetypes, each a printed rule
  • Dual wealth and asset manager · private-client share 20 to 60 percent and fund or institutional share at least 30 percent
  • Mass-affluent RIA · private-client share at least 50 percent, non-HNW individuals at least 60 percent of private-client RAUM
  • Multi-office growth platform · an independent wealth manager (not a wirehouse, national broker-dealer RIA or broker-dealer affiliated firm) with at least five offices, at least 50 advisors, and RAUM up at least 20 percent over the last annual amendment
  • Retirement plan adviser · pension consulting activity (Item 5.G.6) and pension plans at least 25 percent of RAUM or at least 25 pension-plan clients
RAUM per advisor
$66.3MderivedRAUM over IAPD advisors; not a book size
Clients per advisor
133derivedindividual and HNW clients (5.D) over advisors
Average HNW client
$2.0MderivedHNW RAUM over HNW clients
Average account
$179,240derivedRAUM over accounts (5.F.2.f)
Discretionary
100%derivedof RAUM
Institutional
1.0%derivedpensions, charities, corporations, government, insurance, banks, other advisers
Employees per advisor
1.0derivedItem 5.A over advisors
Advisors per office
2.4derived28 offices incl. principal (1.F.5)
RAUM growth, one year
+26%derivedbetween the last two annual amendments
Advisor growth, one year
+7.0%derivedItem 5.B.3 between annual amendments
Client growth, one year
+3.2%derived
Compensation
percentage of assets, hourly, fixed feesreportedItem 5.E
Advisory activities
financial planning, portfolio management for individuals, portfolio management for businesses and institutions, pension consulting, educational seminarsreportedItem 5.G
Ownership
no PE, bank or public-company owner found on Schedule Aderived
Advisor book size
not public; not estimatedreported
Also answered yes on Form ADV
  • buys or sells securities as principal to or from clients (8.A.2)
  • has discretionary authority over which securities are bought or sold (8.C.1)
  • receives research or other products from a broker-dealer, soft dollars (8.E)
  • has custody of client securities (9.A.1.b)
  • marketing includes testimonials (5.L.1.c)
  • marketing includes hypothetical performance (5.L.3)
Where the RAUM sits
Form ADV Item 5.D, latest filing
  • Other investment advisers$2.0B45%
  • Individuals$1.5B34%
  • High-net-worth individuals$910M21%
  • Pension and profit-sharing plans$42.4M1.0%
Individual clients
8,341reported
HNW clients
458reported
Pension plan clients
33reported
Charitable clients
n/areported
Accounts
24,401reported
Financial planning clients
26-50reported
Wrap fee programs
noreported
Custody of client assets
noreported
Compensation
% of AUM, fixed, hourlyreported
Class basis
private_client_share=0.54 fund_share=0.45 institutional_share=0.01 related_bd=false related_bank=false bd_reps=5.0derived
Advisors registered through the firm
66 on IAPD today, longest tenure first
NameBranchHere sinceIn industryPrior firms
James Jay SchipperHolland, Mi Oct 5, 201133 y2
Brian J KragtHolland, MiAug 28, 201413 y0
Jonathan Edward LohrChartered Financial AnalystHolland, MiApr 7, 201712 y0
Charles Fredrick DiniseOntario, Ca Oct 1, 201822 y3
Robert Severin HarksonCertified Financial PlannerHolland, Mi Mar 29, 201921 y3
Nicole Janisse CrandellHolland, MiNov 11, 201910 y0
Daniel James RibbinkCertified Financial PlannerHolland, MiFeb 1, 202011 y0
Robert KortHolland, Mi Sep 3, 202025 y2
Martin Lopez TueroCertified Financial PlannerPerrysburg, Oh Sep 3, 202011 y2
Jaime Nicole CowperHolland, Mi Sep 3, 202021 y3
Michael Harrison BakerCertified Financial PlannerHolland, Mi Sep 4, 202015 y4
Kevin Michael BucherHolland, Mi Sep 4, 202019 y3
Ronald Arthur MyersPerrysburg, Oh Sep 8, 202020 y2
Ross Evan MarynellFort Mill, Sc Sep 8, 202014 y4
Gregory Carl MayesNampa, Id Sep 9, 202038 y5
Peter A SamenukCertified Financial PlannerPerrysburg, Oh Sep 10, 202016 y2
James Wesley PolingHolland, Mi Sep 15, 202018 y2
Glenn A HansenLincolnshire, Il Dec 8, 202026 y1
Jeffrey Kim LorenzHolland, Mi Sep 2, 202130 y6
Ryan Patrick TruloveRocklin, Ca Sep 2, 202119 y1
Elijah Timothy BeckwithHolland, MiSep 16, 202110 y0
Benjamin Lawrence WinnePerrysburg, Oh Jun 21, 202214 y0
Karron Edgar WagesCertified Financial PlannerHolland, Mi Aug 17, 202229 y1
Benjamin D AllenCertified Financial PlannerHolland, Mi Oct 3, 202227 y0
Sean O'DrobinakWhitehouse, Oh Oct 7, 202217 y0
Brenden DewysHolland, MiNov 22, 202226 y0
James Michael HillCertified Financial PlannerHolland, Mi Jan 9, 202311 y1
Jared AulickHolland, MiMar 18, 202313 y0
Riley Scott AalderinkHolland, Mi Apr 25, 202314 y2
Joel PalmbosZeeland, Mi Jun 26, 202314 y1
Ryan Michael ElenbaasHolland, Mi Jun 26, 202326 y2
Joshua John BergsmaHolland, MiJun 26, 202313 y1
Bryan K GaiserHolland, Mi Aug 15, 202317 y4
Lisa Renae CarlsonWest Des Moines, Ia Jan 8, 202414 y2
Ramona Henderson PearsonHolland, Mi Apr 30, 202438 y2
Jaden ElenbaasHolland, Mi Jul 24, 202410 y1
Justin ChaseHolland, MiAug 22, 202410 y0
Guy Abbott AlderdiceWest Windsor, Vt Jan 1, 202525 y5
Kyle Timothy ObrienHolland, Mi Jan 1, 202513 y1
Nicholas Henry HeinrichCertified Financial Planner, Chartered Financial AnalystHolland, MiJan 1, 202511 y1
All 66 advisors at Advisory Alpha, LLC
Advisor movement
5 left, 13 joined in 12 months
net +8 in 12 months1 left in 90 days2 joined in 90 daysdeparture rate 7.6% of current headcount17 left over 36 months
Left, latest
Joined, latest
Teams: two or more advisors moving together within fourteen days, from one state
Private funds
No private fund reported.
Owners and control persons
Schedule A and B, latest filing
  • Lee Janine Osterink · Chief Compliance Officercontrol
    since 05/2020 · owns less than 5%
  • Mark Steve Osterink · Managing Membercontrol
    since 06/2011 · owns 75% or more
Related persons
Schedule D 7.A
Advisers that list Advisory Alpha, LLC as a related person
Office movement
IAPD branch city; joins and departures in 12 months
OfficeAdvisorsJoinedLeftTeams outForming
Holland, Mi · principal66162
Perrysburg, Oh1141
Zeeland, Mi510
Norfolk, Va300
Naperville, Il220
Rocklin, Ca200
Prescott Valley, Az200
Nashville, Tn210
Allen Park, Mi220
Bingham Farms, Mi200
Fort Mill, Sc200
Byron Center, Mi001
Atlanta, Ga000
Davidson, Nc000
Farmingdale, Me000
Hudsonville, Mi000
Palm Bay, Fl000
Toledo, Oh000
Surprise, Az001
Offices
Schedule D 1.F, the 25 largest
  • Perrysburg, OH7 employees
  • Zeeland, MI6 employees
  • Meridian, ID3 employees
  • Bingham Farms, MI2 employees
  • Fort Mill, SC2 employees
  • Holland, MI2 employees
  • Little Rock, AR2 employees
  • Rocklin, CA2 employees
  • Little Rock, AR1 employees
  • Byron Center, MI1 employees
  • Greensboro, NC1 employees
  • Nampa, ID1 employees
  • Ontario, CA1 employees
  • Gig Harbor, WA1 employees
  • , 1 employees
  • West Windsor, VT1 employees
  • Holland, MI1 employees
  • Whitehouse, OH1 employees
  • Johnston, IA1 employees
What changed
consecutive filings, newest first
  • Accounts · 22,480 to 24,401
    Apr 24, 2025 to Mar 31, 2026
  • Advisory employees · 57 to 61
    Apr 24, 2025 to Mar 31, 2026
  • HNW clients · 354 to 458
    Apr 24, 2025 to Mar 31, 2026
  • Individual clients · 8,170 to 8,341
    Apr 24, 2025 to Mar 31, 2026
  • Pension plan clients · 35 to 33
    Apr 24, 2025 to Mar 31, 2026
  • Assets in custody · $132M to $181M
    Apr 24, 2025 to Mar 31, 2026
  • Employees · 60 to 66
    Apr 24, 2025 to Mar 31, 2026
  • Insurance-licensed employees · 3 to 0
    Apr 24, 2025 to Mar 31, 2026
  • State-registered IARs · 57 to 61
    Apr 24, 2025 to Mar 31, 2026
  • Other offices · 24 to 27
    Apr 24, 2025 to Mar 31, 2026
  • Discretionary RAUM · $3.5B to $4.4B
    Apr 24, 2025 to Mar 31, 2026
  • HNW RAUM · $662M to $910M
    Apr 24, 2025 to Mar 31, 2026
  • Individual RAUM · $1.3B to $1.5B
    Apr 24, 2025 to Mar 31, 2026
  • Pension RAUM · $52.3M to $42.4M
    Apr 24, 2025 to Mar 31, 2026
  • RAUM · $3.5B to $4.4B
    Apr 24, 2025 to Mar 31, 2026
  • Accounts · 20,609 to 22,480
    Oct 21, 2024 to Apr 24, 2025
  • Advisory activities · 6 to 5
    Oct 21, 2024 to Apr 24, 2025
  • BD registered reps · 6 to 5
    Oct 21, 2024 to Apr 24, 2025
  • HNW clients · 269 to 354
    Oct 21, 2024 to Apr 24, 2025
  • Individual clients · 7,692 to 8,170
    Oct 21, 2024 to Apr 24, 2025
  • Pension plan clients · 95 to 35
    Oct 21, 2024 to Apr 24, 2025
  • Assets in custody · unset to 132039487.0
    Oct 21, 2024 to Apr 24, 2025
  • Employees · 57 to 60
    Oct 21, 2024 to Apr 24, 2025
  • Insurance-licensed employees · 0 to 3
    Oct 21, 2024 to Apr 24, 2025
  • Financial planning clients · 26-50 to 26-50
    Oct 21, 2024 to Apr 24, 2025
  • Other offices · 23 to 24
    Oct 21, 2024 to Apr 24, 2025
  • Discretionary RAUM · $3.0B to $3.5B
    Oct 21, 2024 to Apr 24, 2025
  • HNW RAUM · $520M to $662M
    Oct 21, 2024 to Apr 24, 2025
  • Individual RAUM · $1.2B to $1.3B
    Oct 21, 2024 to Apr 24, 2025
  • Pension RAUM · $128M to $52.3M
    Oct 21, 2024 to Apr 24, 2025
  • RAUM · $3.0B to $3.5B
    Oct 21, 2024 to Apr 24, 2025
  • Advisory employees · 60 to 57
    May 31, 2024 to Oct 21, 2024
  • Employees · 60 to 57
    May 31, 2024 to Oct 21, 2024
  • State-registered IARs · 60 to 57
    May 31, 2024 to Oct 21, 2024
  • Other offices · 26 to 23
    May 31, 2024 to Oct 21, 2024
  • Accounts · 13,711 to 20,609
    Sep 21, 2023 to Mar 30, 2024
  • Advisory employees · 58 to 60
    Sep 21, 2023 to Mar 30, 2024
  • HNW clients · 107 to 269
    Sep 21, 2023 to Mar 30, 2024
  • Individual clients · 4,531 to 7,692
    Sep 21, 2023 to Mar 30, 2024
  • Pension plan clients · 53 to 95
    Sep 21, 2023 to Mar 30, 2024
Signals
33 dated events
  • 2 advisors left Brookstone Wealth Advisors, LLC (Wheaton, IL) for Advisory Alpha, LLC on the same day
    Aug 12, 2026 · Team lift-out · derived
  • Dewey Andrew Engelsma left Advisory Alpha, Llc for Lpl Financial Llc (registered 2026-08-24)
    Jun 26, 2026 · Advisor changed firm · fact
  • Advisory Alpha, Llc reported RAUM $4.4B, up 26% from $3.5B (2025-04-24 to 2026-03-31)
    Mar 31, 2026 · RAUM change · derived
  • Raymond Kyle Lovelace left Advisory Alpha, Llc for U.S. Bancorp Advisors, Llc (registered 2026-03-31)
    Mar 27, 2026 · Advisor changed firm · fact
  • Matt John Milosevich left Advisory Alpha, Llc for Alphastar Capital Management (registered 2026-03-06)
    Mar 4, 2026 · Advisor changed firm · fact
  • Joshua David Rochon left Advisory Alpha, Llc for Aan Wealth Advisors Llc (registered 2026-04-02)
    Jan 21, 2026 · Advisor changed firm · fact
  • Dewey Alan Engelsma left Advisory Alpha, Llc for Lpl Financial Llc (registered 2025-10-29)
    Oct 29, 2025 · Advisor changed firm · fact
  • 2 advisors left JB Wealth Advisors LLC (Nashville, TN) for Advisory Alpha, LLC on the same day
    Aug 20, 2025 · Team lift-out · derived
  • Jadon Engle left Advisory Alpha, Llc for Lpl Financial Llc (registered 2025-09-18)
    Jun 20, 2025 · Advisor changed firm · fact
  • Abigail Corinne Hollar left Advisory Alpha, Llc for Cwm, Llc (registered 2025-03-24)
    Apr 23, 2025 · Advisor changed firm · fact
  • 2 advisors left Tucker Asset Management LLC (Littleton, CO) for Advisory Alpha, LLC on the same day
    Apr 2, 2025 · Team lift-out · derived
  • Ruth Denise Goldstein left Advisory Alpha, Llc for Main Street Financial Group Llc (registered 2025-03-06)
    Mar 24, 2025 · Advisor changed firm · fact
  • Jensen Phillip Postema left Advisory Alpha, Llc for Cetera Investment Advisers Llc (registered 2025-06-13)
    Mar 14, 2025 · Advisor changed firm · fact
  • Danielle Denise Douglas left Advisory Alpha, Llc for Imber Financial Group, Llc (registered 2025-02-05)
    Jan 3, 2025 · Advisor changed firm · fact
  • Jacob Daniel Coan left Advisory Alpha, Llc for Grp Retirement Planning (registered 2024-10-21)
    Oct 24, 2024 · Advisor changed firm · fact
  • Lance Kenneth James Harder left Advisory Alpha, Llc for Grp Retirement Planning (registered 2024-10-21)
    Oct 24, 2024 · Advisor changed firm · fact
  • 2 advisors left Advisory Alpha, LLC (Holland, MI) for Grp Retirement Planning within 6 days
    Oct 18, 2024 · Team lift-out · derived
  • Nathan Nichols left Advisory Alpha, Llc for Grp Retirement Planning (registered 2024-10-18)
    Oct 18, 2024 · Advisor changed firm · fact
  • Brooks Hubbell Riley left Advisory Alpha, Llc for Grp Retirement Planning (registered 2024-10-18)
    Oct 18, 2024 · Advisor changed firm · fact
  • Wyatt Jacob Boss left Advisory Alpha, Llc for Empower Advisory Group, Llc (registered 2024-11-04)
    Sep 16, 2024 · Advisor changed firm · fact
  • Linda Marie Roberts left Advisory Alpha, Llc for Foundations Investment Advisors Llc (registered 2024-05-24)
    Apr 8, 2024 · Advisor changed firm · fact
  • Advisory Alpha, Llc reported RAUM $3.0B, up 68% from $1.8B (2023-09-21 to 2024-03-30)
    Mar 30, 2024 · RAUM change · derived
  • Matthew Blake King left Advisory Alpha, Llc for Foundations Investment Advisors Llc (registered 2024-04-30)
    Mar 20, 2024 · Advisor changed firm · fact
  • 5 advisors left Cambridge Investment Research Advisors, Inc. (Zeeland, MI) for Advisory Alpha, LLC within 8 days
    Apr 27, 2023 · Team lift-out · derived
  • Mark Steven Osterink (Control Person) no longer on Schedule A of Advisory Alpha, Llc (listed 2023-02-09, absent 2023-03-30)
    Mar 30, 2023 · Control person left · inference
  • Christa Irwin left Advisory Alpha, Llc for Brookstone Wealth Advisors, Llc (registered 2024-11-06)
    Dec 5, 2022 · Advisor changed firm · fact
  • Advisory Alpha, Llc reported RAUM $1.8B, up 46% from $1.2B (2021-12-22 to 2022-03-18)
    Mar 18, 2022 · RAUM change · derived
  • Advisory Alpha, Llc reported RAUM $1.2B, up 56% from $800.7M (2021-03-03 to 2021-04-01)
    Apr 1, 2021 · RAUM change · derived
  • Advisory Alpha, Llc reported 44 state-registered advisory representatives, up from 24 (2021-03-03 to 2021-04-01)
    Apr 1, 2021 · Advisor headcount change · derived
  • Advisory Alpha, Llc reported 21 offices beyond its principal office, up from 11 (2020-09-03 to 2020-11-11)
    Nov 11, 2020 · Office count change · derived
Across DFX
shared identifiers only, never a name match
No identifier-backed link to the venture, private equity, family office or sponsor graphs.
How to reach
public business contact points only, each with its source
Business phone
866-530-1400reportedpublished by the firm, firm site, Sep 15, 2026
Website
ADVISORYALPHA.COMreportedpublic record, Form ADV, Sep 17, 2026
Principal office phone
866-530-1400reportedpublic record, Form ADV, Mar 31, 2026
Team page
advisoryalpha.com/teamreportedpublished by the firm, firm site, Sep 15, 2026
Provenance
Form ADV
SEC filing data 2011 to 2024 and the monthly roster 2025 onreportedadviserinfo.sec.gov
Advisors
IAPD individual compilation feed, dailyreportedadviserinfo.sec.gov
Class
Independent wealth managerderiveda rule over Items 5.D and 7.A
RAUM per advisor
$66.3Mderivedfirm RAUM over the IAPD count; not a book size
Loaded
Sep 14, 2026