ADVISORY ALPHA, LLC
CRD #158282 SEC #801-72499 HOLLAND, MI 866-530-1400
SEC Registered
Total AUM
$3.5B
Discretionary
$3.5B
Employees
60
Clients
26
Accounts
22,480
AUM Over Time
| Date | Total AUM | Discretionary | Non-Disc. | Employees | Clients |
|---|---|---|---|---|---|
| Apr 2025 | $3.5B | $3.5B | $0 | 60 | 0 |
| Mar 2025 | $3.5B | $3.5B | $0 | 60 | 0 |
| Oct 2024 | $3B | $3B | $0 | 57 | 0 |
| Jun 2024 | $3B | $3B | $0 | 60 | 0 |
| Mar 2024 | $3B | $3B | $0 | 60 | 0 |
| Sep 2023 | $1.8B | $1.8B | $2.3M | 58 | 0 |
| Jun 2023 | $1.8B | $1.8B | $2.3M | 58 | 0 |
| Mar 2023 | $1.8B | $1.8B | $2.3M | 52 | 0 |
| Feb 2023 | $1.8B | $1.8B | $2.4M | 51 | 0 |
| Dec 2022 | $1.8B | $1.8B | $2.4M | 49 | 0 |
| Nov 2022 | $1.8B | $1.8B | $2.4M | 50 | 0 |
| Nov 2022 | $1.8B | $1.8B | $2.4M | 51 | 0 |
| Aug 2022 | $1.8B | $1.8B | $2.4M | 50 | 0 |
| Jul 2022 | $1.8B | $1.8B | $2.4M | 46 | 0 |
| Apr 2022 | $1.8B | $1.8B | $2.4M | 46 | 0 |
| Mar 2022 | $1.8B | $1.8B | $2.4M | 46 | 0 |
| Mar 2022 | $1.8B | $1.8B | $2.4M | 46 | 0 |
| Dec 2021 | $1.2B | $1.2B | $3M | 42 | 0 |
| Dec 2021 | $1.2B | $1.2B | $3M | 42 | 0 |
| Sep 2021 | $1.2B | $1.2B | $3M | 44 | 0 |
| Jul 2021 | $1.2B | $1.2B | $3M | 44 | 0 |
| Jun 2021 | $1.2B | $1.2B | $3M | 45 | 0 |
| May 2021 | $1.2B | $1.2B | $3M | 45 | 0 |
| Apr 2021 | $1.2B | $1.2B | $3M | 45 | 0 |
| Apr 2021 | $1.2B | $1.2B | $3M | 45 | 0 |
| Mar 2021 | $800.7M | $798.2M | $2.5M | 27 | 0 |
| Jan 2021 | $800.7M | $798.2M | $2.5M | 27 | 0 |
| Dec 2020 | $800.7M | $798.2M | $2.5M | 29 | 0 |
| Nov 2020 | $800.7M | $798.2M | $2.5M | 29 | 0 |
| Sep 2020 | $800.7M | $798.2M | $2.5M | 29 | 0 |
| Aug 2020 | $800.7M | $798.2M | $2.5M | 29 | 0 |
| Jul 2020 | $800.7M | $798.2M | $2.5M | 29 | 0 |
| Jun 2020 | $800.7M | $798.2M | $2.5M | 29 | 0 |
| May 2020 | $800.7M | $798.2M | $2.5M | 29 | 0 |
| May 2020 | $800.7M | $798.2M | $2.5M | 29 | 0 |
| Mar 2020 | $800.7M | $798.2M | $2.5M | 29 | 0 |
| Jan 2020 | $576.9M | $573.9M | $3M | 29 | 0 |
| Dec 2019 | $576.9M | $573.9M | $3M | 28 | 0 |
| Sep 2019 | $576.9M | $573.9M | $3M | 28 | 0 |
| Jun 2019 | $576.9M | $573.9M | $3M | 27 | 0 |
| Jun 2019 | $576.9M | $573.9M | $3M | 27 | 0 |
| Apr 2019 | $576.9M | $573.9M | $3M | 25 | 0 |
| Mar 2019 | $576.9M | $573.9M | $3M | 25 | 0 |
| Mar 2019 | $484.9M | $470.9M | $14.1M | 22 | 0 |
| Dec 2018 | $484.9M | $470.9M | $14.1M | 16 | 0 |
| Oct 2018 | $484.9M | $470.9M | $14.1M | 16 | 0 |
| Oct 2018 | $484.9M | $470.9M | $14.1M | 16 | 0 |
| Aug 2018 | $484.9M | $470.9M | $14.1M | 15 | 0 |
| Aug 2018 | $484.9M | $470.9M | $14.1M | 15 | 0 |
| Jul 2018 | $484.9M | $470.9M | $14.1M | 15 | 0 |
| Jun 2018 | $484.9M | $470.9M | $14.1M | 15 | 0 |
| Mar 2018 | $484.9M | $470.9M | $14.1M | 15 | 0 |
| Dec 2017 | $419.9M | $408.9M | $11M | 13 | 0 |
| Oct 2017 | $419.9M | $408.9M | $11M | 13 | 0 |
| Sep 2017 | $307.9M | $279.9M | $28M | 13 | 2,700 |
| Sep 2017 | $307.9M | $279.9M | $28M | 13 | 2,700 |
| Aug 2017 | $307.9M | $279.9M | $28M | 13 | 2,700 |
| Aug 2017 | $307.9M | $279.9M | $28M | 13 | 2,700 |
| May 2017 | $307.9M | $279.9M | $28M | 13 | 2,700 |
| Mar 2017 | $307.9M | $279.9M | $28M | 13 | 2,700 |
| Mar 2017 | $307.9M | $279.9M | $28M | 13 | 2,700 |
| Mar 2017 | $201.6M | $187.7M | $13.9M | 12 | 1,900 |
| Nov 2016 | $201.6M | $187.7M | $13.9M | 12 | 1,900 |
| Mar 2016 | $201.6M | $187.7M | $13.9M | 12 | 1,900 |
| Dec 2015 | $187.9M | $171.2M | $16.7M | 10 | 2,000 |
| May 2015 | $187.9M | $171.2M | $16.7M | 10 | 2,000 |
| Mar 2015 | $187.9M | $171.2M | $16.7M | 10 | 2,000 |
| Jan 2015 | $200.1M | $168M | $32M | 7 | 2,000 |
| Dec 2014 | $200.1M | $168M | $32M | 7 | 2,000 |
| Mar 2014 | $200.1M | $168M | $32M | 7 | 2,000 |
| Mar 2013 | $131.6M | $117.6M | $14M | 6 | 831 |
| Feb 2013 | $96.5M | $73M | $23.5M | 6 | 700 |
| Jan 2013 | $96.5M | $73M | $23.5M | 6 | 700 |
| Jan 2013 | $96.5M | $73M | $23.5M | 6 | 700 |
| Jan 2013 | $96.5M | $73M | $23.5M | 6 | 700 |
| Dec 2012 | $96.5M | $73M | $23.5M | 7 | 700 |
| Nov 2012 | $96.5M | $73M | $23.5M | 7 | 700 |
| Oct 2012 | $96.5M | $73M | $23.5M | 1 | 700 |
| Jul 2012 | $96.5M | $73M | $23.5M | 1 | 700 |
| Apr 2012 | $96.5M | $73M | $23.5M | 1 | 700 |
| Mar 2012 | $60.8M | $40.7M | $20.1M | 1 | 368 |
| Mar 2012 | $60.8M | $40.7M | $20.1M | 1 | 368 |
| Jan 2012 | $60.8M | $40.7M | $20.1M | 1 | 368 |
| Jan 2012 | $60.8M | $40.7M | $20.1M | 1 | 368 |
| Aug 2011 | $0 | $0 | $0 | 5 | -- |
| Jun 2011 | $0 | $0 | $0 | 5 | -- |
| Jun 2011 | $0 | $0 | $0 | 5 | -- |
DateApr 2025
Total AUM$3.5B
Discretionary$3.5B
Non-Disc.$0
Employees60
Clients0
DateMar 2025
Total AUM$3.5B
Discretionary$3.5B
Non-Disc.$0
Employees60
Clients0
DateOct 2024
Total AUM$3B
Discretionary$3B
Non-Disc.$0
Employees57
Clients0
DateJun 2024
Total AUM$3B
Discretionary$3B
Non-Disc.$0
Employees60
Clients0
DateMar 2024
Total AUM$3B
Discretionary$3B
Non-Disc.$0
Employees60
Clients0
DateSep 2023
Total AUM$1.8B
Discretionary$1.8B
Non-Disc.$2.3M
Employees58
Clients0
DateJun 2023
Total AUM$1.8B
Discretionary$1.8B
Non-Disc.$2.3M
Employees58
Clients0
DateMar 2023
Total AUM$1.8B
Discretionary$1.8B
Non-Disc.$2.3M
Employees52
Clients0
DateFeb 2023
Total AUM$1.8B
Discretionary$1.8B
Non-Disc.$2.4M
Employees51
Clients0
DateDec 2022
Total AUM$1.8B
Discretionary$1.8B
Non-Disc.$2.4M
Employees49
Clients0
DateNov 2022
Total AUM$1.8B
Discretionary$1.8B
Non-Disc.$2.4M
Employees50
Clients0
DateNov 2022
Total AUM$1.8B
Discretionary$1.8B
Non-Disc.$2.4M
Employees51
Clients0
DateAug 2022
Total AUM$1.8B
Discretionary$1.8B
Non-Disc.$2.4M
Employees50
Clients0
DateJul 2022
Total AUM$1.8B
Discretionary$1.8B
Non-Disc.$2.4M
Employees46
Clients0
DateApr 2022
Total AUM$1.8B
Discretionary$1.8B
Non-Disc.$2.4M
Employees46
Clients0
DateMar 2022
Total AUM$1.8B
Discretionary$1.8B
Non-Disc.$2.4M
Employees46
Clients0
DateMar 2022
Total AUM$1.8B
Discretionary$1.8B
Non-Disc.$2.4M
Employees46
Clients0
DateDec 2021
Total AUM$1.2B
Discretionary$1.2B
Non-Disc.$3M
Employees42
Clients0
DateDec 2021
Total AUM$1.2B
Discretionary$1.2B
Non-Disc.$3M
Employees42
Clients0
DateSep 2021
Total AUM$1.2B
Discretionary$1.2B
Non-Disc.$3M
Employees44
Clients0
DateJul 2021
Total AUM$1.2B
Discretionary$1.2B
Non-Disc.$3M
Employees44
Clients0
DateJun 2021
Total AUM$1.2B
Discretionary$1.2B
Non-Disc.$3M
Employees45
Clients0
DateMay 2021
Total AUM$1.2B
Discretionary$1.2B
Non-Disc.$3M
Employees45
Clients0
DateApr 2021
Total AUM$1.2B
Discretionary$1.2B
Non-Disc.$3M
Employees45
Clients0
DateApr 2021
Total AUM$1.2B
Discretionary$1.2B
Non-Disc.$3M
Employees45
Clients0
DateMar 2021
Total AUM$800.7M
Discretionary$798.2M
Non-Disc.$2.5M
Employees27
Clients0
DateJan 2021
Total AUM$800.7M
Discretionary$798.2M
Non-Disc.$2.5M
Employees27
Clients0
DateDec 2020
Total AUM$800.7M
Discretionary$798.2M
Non-Disc.$2.5M
Employees29
Clients0
DateNov 2020
Total AUM$800.7M
Discretionary$798.2M
Non-Disc.$2.5M
Employees29
Clients0
DateSep 2020
Total AUM$800.7M
Discretionary$798.2M
Non-Disc.$2.5M
Employees29
Clients0
DateAug 2020
Total AUM$800.7M
Discretionary$798.2M
Non-Disc.$2.5M
Employees29
Clients0
DateJul 2020
Total AUM$800.7M
Discretionary$798.2M
Non-Disc.$2.5M
Employees29
Clients0
DateJun 2020
Total AUM$800.7M
Discretionary$798.2M
Non-Disc.$2.5M
Employees29
Clients0
DateMay 2020
Total AUM$800.7M
Discretionary$798.2M
Non-Disc.$2.5M
Employees29
Clients0
DateMay 2020
Total AUM$800.7M
Discretionary$798.2M
Non-Disc.$2.5M
Employees29
Clients0
DateMar 2020
Total AUM$800.7M
Discretionary$798.2M
Non-Disc.$2.5M
Employees29
Clients0
DateJan 2020
Total AUM$576.9M
Discretionary$573.9M
Non-Disc.$3M
Employees29
Clients0
DateDec 2019
Total AUM$576.9M
Discretionary$573.9M
Non-Disc.$3M
Employees28
Clients0
DateSep 2019
Total AUM$576.9M
Discretionary$573.9M
Non-Disc.$3M
Employees28
Clients0
DateJun 2019
Total AUM$576.9M
Discretionary$573.9M
Non-Disc.$3M
Employees27
Clients0
DateJun 2019
Total AUM$576.9M
Discretionary$573.9M
Non-Disc.$3M
Employees27
Clients0
DateApr 2019
Total AUM$576.9M
Discretionary$573.9M
Non-Disc.$3M
Employees25
Clients0
DateMar 2019
Total AUM$576.9M
Discretionary$573.9M
Non-Disc.$3M
Employees25
Clients0
DateMar 2019
Total AUM$484.9M
Discretionary$470.9M
Non-Disc.$14.1M
Employees22
Clients0
DateDec 2018
Total AUM$484.9M
Discretionary$470.9M
Non-Disc.$14.1M
Employees16
Clients0
DateOct 2018
Total AUM$484.9M
Discretionary$470.9M
Non-Disc.$14.1M
Employees16
Clients0
DateOct 2018
Total AUM$484.9M
Discretionary$470.9M
Non-Disc.$14.1M
Employees16
Clients0
DateAug 2018
Total AUM$484.9M
Discretionary$470.9M
Non-Disc.$14.1M
Employees15
Clients0
DateAug 2018
Total AUM$484.9M
Discretionary$470.9M
Non-Disc.$14.1M
Employees15
Clients0
DateJul 2018
Total AUM$484.9M
Discretionary$470.9M
Non-Disc.$14.1M
Employees15
Clients0
DateJun 2018
Total AUM$484.9M
Discretionary$470.9M
Non-Disc.$14.1M
Employees15
Clients0
DateMar 2018
Total AUM$484.9M
Discretionary$470.9M
Non-Disc.$14.1M
Employees15
Clients0
DateDec 2017
Total AUM$419.9M
Discretionary$408.9M
Non-Disc.$11M
Employees13
Clients0
DateOct 2017
Total AUM$419.9M
Discretionary$408.9M
Non-Disc.$11M
Employees13
Clients0
DateSep 2017
Total AUM$307.9M
Discretionary$279.9M
Non-Disc.$28M
Employees13
Clients2,700
DateSep 2017
Total AUM$307.9M
Discretionary$279.9M
Non-Disc.$28M
Employees13
Clients2,700
DateAug 2017
Total AUM$307.9M
Discretionary$279.9M
Non-Disc.$28M
Employees13
Clients2,700
DateAug 2017
Total AUM$307.9M
Discretionary$279.9M
Non-Disc.$28M
Employees13
Clients2,700
DateMay 2017
Total AUM$307.9M
Discretionary$279.9M
Non-Disc.$28M
Employees13
Clients2,700
DateMar 2017
Total AUM$307.9M
Discretionary$279.9M
Non-Disc.$28M
Employees13
Clients2,700
DateMar 2017
Total AUM$307.9M
Discretionary$279.9M
Non-Disc.$28M
Employees13
Clients2,700
DateMar 2017
Total AUM$201.6M
Discretionary$187.7M
Non-Disc.$13.9M
Employees12
Clients1,900
DateNov 2016
Total AUM$201.6M
Discretionary$187.7M
Non-Disc.$13.9M
Employees12
Clients1,900
DateMar 2016
Total AUM$201.6M
Discretionary$187.7M
Non-Disc.$13.9M
Employees12
Clients1,900
DateDec 2015
Total AUM$187.9M
Discretionary$171.2M
Non-Disc.$16.7M
Employees10
Clients2,000
DateMay 2015
Total AUM$187.9M
Discretionary$171.2M
Non-Disc.$16.7M
Employees10
Clients2,000
DateMar 2015
Total AUM$187.9M
Discretionary$171.2M
Non-Disc.$16.7M
Employees10
Clients2,000
DateJan 2015
Total AUM$200.1M
Discretionary$168M
Non-Disc.$32M
Employees7
Clients2,000
DateDec 2014
Total AUM$200.1M
Discretionary$168M
Non-Disc.$32M
Employees7
Clients2,000
DateMar 2014
Total AUM$200.1M
Discretionary$168M
Non-Disc.$32M
Employees7
Clients2,000
DateMar 2013
Total AUM$131.6M
Discretionary$117.6M
Non-Disc.$14M
Employees6
Clients831
DateFeb 2013
Total AUM$96.5M
Discretionary$73M
Non-Disc.$23.5M
Employees6
Clients700
DateJan 2013
Total AUM$96.5M
Discretionary$73M
Non-Disc.$23.5M
Employees6
Clients700
DateJan 2013
Total AUM$96.5M
Discretionary$73M
Non-Disc.$23.5M
Employees6
Clients700
DateJan 2013
Total AUM$96.5M
Discretionary$73M
Non-Disc.$23.5M
Employees6
Clients700
DateDec 2012
Total AUM$96.5M
Discretionary$73M
Non-Disc.$23.5M
Employees7
Clients700
DateNov 2012
Total AUM$96.5M
Discretionary$73M
Non-Disc.$23.5M
Employees7
Clients700
DateOct 2012
Total AUM$96.5M
Discretionary$73M
Non-Disc.$23.5M
Employees1
Clients700
DateJul 2012
Total AUM$96.5M
Discretionary$73M
Non-Disc.$23.5M
Employees1
Clients700
DateApr 2012
Total AUM$96.5M
Discretionary$73M
Non-Disc.$23.5M
Employees1
Clients700
DateMar 2012
Total AUM$60.8M
Discretionary$40.7M
Non-Disc.$20.1M
Employees1
Clients368
DateMar 2012
Total AUM$60.8M
Discretionary$40.7M
Non-Disc.$20.1M
Employees1
Clients368
DateJan 2012
Total AUM$60.8M
Discretionary$40.7M
Non-Disc.$20.1M
Employees1
Clients368
DateJan 2012
Total AUM$60.8M
Discretionary$40.7M
Non-Disc.$20.1M
Employees1
Clients368
DateAug 2011
Total AUM$0
Discretionary$0
Non-Disc.$0
Employees5
Clients--
DateJun 2011
Total AUM$0
Discretionary$0
Non-Disc.$0
Employees5
Clients--
DateJun 2011
Total AUM$0
Discretionary$0
Non-Disc.$0
Employees5
Clients--