# Advisory Alpha

Advisory Alpha is an Asset Manager based in United States.

## Overview

- **Organization type:** Asset Manager
- **Headquarters:** United States
- **Region:** North America
- **Assets under management:** Undisclosed

## Regulatory record

- **CRD number:** 158282
- **SEC file number:** 801-72499
- **Registration status:** Registered
- **Reports private funds:** No
- **IAPD record:** https://adviserinfo.sec.gov/firm/summary/158282

## About

ADVISORY ALPHA, LLC is an SEC-registered investment adviser in HOLLAND, MI, registered since 2011. The firm manages approximately $4.4 billion in regulatory assets. It has 66 employees and 61 investment advisers.

## Questions

### What services does Advisory Alpha provide to independent advisors?

Advisory Alpha functions primarily as a turnkey asset management platform and outsourced chief investment officer provider. The firm supplies model portfolios, trade execution, rebalancing, compliance infrastructure, and billing systems. Advisors retain ownership of client relationships while delegating investment operations to Advisory Alpha's platform.

### Is Advisory Alpha structured as a traditional asset manager or a platform provider?

Advisory Alpha is structured as a platform provider, not a traditional asset manager with proprietary fund products. The firm offers third-party strategist models through its platform, and advisors select from these strategies for their clients. Advisory Alpha handles the operational and fiduciary infrastructure around those strategies.

### What regulatory structure supports Advisory Alpha's platform?

Advisory Alpha operates as a registered investment advisor providing 38-1(a) portfolio management services. This structure allows advisory firms to designate Advisory Alpha as the discretionary manager on their Form ADV filings while the advisor maintains the primary client relationship and overall fiduciary responsibility.

### Does Advisory Alpha offer proprietary funds or only third-party models?

Advisory Alpha's platform relies on external strategists and model providers rather than proprietary fund management. The firm curates and monitors third-party investment strategies, but it acts as the intermediary layer responsible for implementation, trading, and operational oversight, not the originating manager.

## Related profiles

- [PERSONAL CFO SOLUTIONS](https://altss.com/profile/personal-cfo-solutions-llc)

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Last updated: 2026-06-03T20:00:00.000Z

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