# Sterling Financial Group

Sterling Financial Group is a Bank / Wealth / Trust based in Sparta, NJ, United States.

## Overview

- **Organization type:** Bank / Wealth / Trust
- **Headquarters:** Sparta, NJ, United States
- **Region:** North America
- **Address:** Sparta, NJ, United States
- **Founded:** 1992
- **Assets under management:** Undisclosed
- **Website:** sterlingadvice.com
- **LinkedIn:** https://www.linkedin.com/company/cindy-sterling-8b26b716

## Regulatory record

- **CRD number:** 126064
- **Registration status:** Registered
- **Reports private funds:** No
- **IAPD record:** https://adviserinfo.sec.gov/firm/summary/126064

## About

Sterling Financial Planning was founded in 1992 in Sparta, New Jersey. The firm serves individual investors, high-net-worth families, and trusts, providing both non-discretionary and discretionary asset management. The firm's advisory services center on retirement plan consulting, investment advisory, and discretionary portfolio management. It operates as a registered investment advisor, which means it functions under a fiduciary standard for its clients. Unlike larger RIAs with institutional capabilities, Sterling's posture is that of a local practitioner managing traditional liquid portfolios — equities, fixed income, and mutual funds — for a client base concentrated in northern New Jersey. Little public detail is available on Sterling's scale. The firm does not publish AUM, and no team size or key principal names appear in public filings or its web presence. Registered investment advisors of this vintage often remain intentionally low-profile, relying on word-of-mouth referrals within their community rather than institutional marketing. What distinguishes Sterling structurally is its independence and tenure. It has survived three decades as an unconsolidated RIA in suburban New Jersey — a market where bank trust departments and national aggregators have absorbed many similar firms.

## Questions

### Is Sterling Financial Planning a fiduciary?

Yes. As a registered investment advisor, Sterling operates under the Investment Advisers Act of 1940 and is held to a fiduciary standard, meaning it must act in its clients' best interests when providing advisory services.

### What services does Sterling Financial Planning offer?

The firm offers non-discretionary and discretionary asset management, investment advisory, and retirement plan consulting. Its client base includes individuals, high-net-worth individuals, and trusts, per its regulatory filings.

### What is Sterling Financial Planning's AUM?

Sterling Financial Planning does not publicly disclose its assets under management. Many smaller RIAs file as exempt reporting advisers or under a state threshold that does not require public AUM disclosure.

### Where is Sterling Financial Planning located?

Sterling Financial Planning is headquartered in Sparta, New Jersey, a suburban township in Sussex County roughly 45 miles northwest of New York City. No additional offices are known.

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Last updated: 2026-08-11T02:43:31.692Z

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