Advisory Alpha, LLC - Investment Advisers

About Advisory Alpha, LLC

Advisory Alpha is an investment adviser based in Holland, Michigan, managing $4.37 billion in regulatory assets with 66 employees. Founded in 2011 by Steve Osterink Jr., the firm serves select independent financial advisors through platforms and infrastructure services. The company traces its origins to 1979, when Steve Osterink Sr. began his career as a financial advisor in West Michigan. After Steve Jr. joined the family practice in 2002, he and his father identified a critical market need: independent advisors lacked the infrastructure and resources required to compete effectively as the financial services industry shifted toward fee-based compensation. Among investment advisers in Michigan, Advisory Alpha distinguishes itself by developing and maintaining its services in-house rather than relying on traditional third-party platforms. The firm works with independent advisors seeking to expand their practices while preserving their brand identity. Typical partner firms operate established practices with growing client assets and often provide financial planning, insurance, or tax services alongside investment advisory services. The company's mission emphasizes empowering its advisor partners to serve their clients.

Key Facts

Assets Under Management

$4.37B

Employees

66

SEC File Number

801-72499