Advisory Alpha, LLC

HOLLAND, MI · CIK 1576762 · 13F filing filed 2026-08-11

SEC-registered investment adviser since 2011 · limited liability company

Assets managed$4.4bn
Staff66 · 61 in investment roles
Main clients (by assets)Other advisers 45%, Individuals 34%, High net worth individuals 21%
Websiteadvisoryalpha.com
Form ADV · 2026-03-31SEC adviser record

Others nearbyHolland, MI, Perrysburg, OH, Zeeland, MI, Norfolk, VA, Fort Mill, SC, Nashville, TN

As an employer

Offices in1 country

Where they work

people there (dot area)number not reportedmain officeHover or tap a dot. Australian and UK companies are placed at their business or registered address, with their staff across the whole country.

Offices

From Form ADV: the main office and the other offices where it does advisory work (at most the 25 largest), with the people doing investment work at each. “About” is worked out: the firm's investment staff less its other offices. Each city links to the other managers there.

City	Country	People
Holland, MI (main office)2 officesUnited States	United States	about 23
Perrysburg, OHUnited States	United States	9
Zeeland, MIUnited States	United States	5
Norfolk, VAUnited States	United States	3
Allen Park, MIUnited States	United States	2
Bingham Farms, MIUnited States	United States	2
Fort Mill, SCUnited States	United States	2
Nashville, TNUnited States	United States	2
Rocklin, CAUnited States	United States	2
Gig Harbor, WAUnited States	United States	1
Greensboro, NCUnited States	United States	1
Kennewick, WAUnited States	United States	1

8 more cities

Little Rock, ARUnited States	United States	1
Meridian, IDUnited States	United States	1
Nampa, IDUnited States	United States	1
Ontario, CAUnited States	United States	1
Vero Beach, FLUnited States	United States	1
West Des Moines, IAUnited States	United States	1
West Windsor, VTUnited States	United States	1
Whitehouse, OHUnited States	United States	1

Map: places from GeoNames (CC BY 4.0), outlines from Natural Earth.

$4.1bn reported value +11.4% vs Q1 2026

571positions

47.8%in top 10

69 new 287 added 185 reduced 43 sold out vs Q1 2026

Also in the report of:

HORIZON FINANCIAL SERVICES, LLC – $254.1m of shares are in both reports

Shares in two reports are counted once in each security's totals.

Holdings, Q2 2026

The small lines show how much was held over the last 4 quarters (adjusted for stock splits).

#	Security	Ticker	Shares	Value	% of portfolio	Change	Shares change
1	SPDR SERIES TRUST PRTFLO S&P500 GW SPYG	SPYG	2,888,101	$343.7m8.43%	8.43%	Reduced -62.0k	-61,999 -2.1%
2	SPDR SERIES TRUST PRTFLO S&P500 VL SPYV	SPYV	4,938,446	$300.2m7.36%	7.36%	Reduced -6.8k	-6,826 -0.1%
3	SCHWAB STRATEGIC TR US MID-CAP ETF SCHM	SCHM	6,983,767	$257.5m6.32%	6.32%	Reduced -167.8k	-167,760 -2.4%
4	SELECT SECTOR SPDR TR TECHNOLOGY XLK	XLK	1,268,200	$241.6m5.93%	5.93%	Added +57.3k	+57,286 4.7%
5	SPDR INDEX SHS FDS PORTFOLIO DEVLPD SPDW	SPDW	4,000,503	$201.6m4.94%	4.94%	Reduced -92.5k	-92,527 -2.3%
6	SPDR SER TR PORTFOLIO SHORT SPSB	SPSB	5,333,999	$160.1m3.93%	3.93%	Added +149.2k	+149,154 2.9%
7	SCHWAB STRATEGIC TR US SML CAP ETF SCHA	SCHA	3,796,240	$137.2m3.36%	3.36%	Reduced -85.6k	-85,576 -2.2%
8	SPDR SERIES TRUST PORTFLI HIGH YLD SPHY	SPHY	4,753,003	$111.4m2.73%	2.73%	Reduced -1.4k	-1,442 -0.0%
9	SELECT SECTOR SPDR TR FINANCIAL XLF	XLF	1,956,757	$104.9m2.57%	2.57%	Added +49.4k	+49,442 2.6%
10	SSGA ACTIVE ETF TR BLACKSTONE SENR SRLN	SRLN	2,246,592	$90.5m2.22%	2.22%	Reduced -81.4k	-81,367 -3.5%
11	VANGUARD SCOTTSDALE FDS INT-TERM CORP VCIT	VCIT	1,021,669	$84.4m2.07%	2.07%	Added +19.1k	+19,126 1.9%
12	VANGUARD SCOTTSDALE FDS SHORT TERM TREAS VGSH	VGSH	1,236,917	$72.0m1.77%	1.77%	Added +20.0k	+20,046 1.6%
13	SPDR INDEX SHS FDS PORTFOLIO EMG MK SPEM	SPEM	1,335,026	$69.1m1.70%	1.70%	Added +4.7k	+4,664 0.3%
14	SELECT SECTOR SPDR TR SBI HEALTHCARE XLV	XLV	379,833	$60.3m1.48%	1.48%	Added +3.4k	+3,360 0.9%
15	SELECT SECTOR SPDR TR INDL XLI	XLI	310,256	$57.5m1.41%	1.41%	Reduced -35.5k	-35,480 -10.3%
16	SPDR SER TR PORT MTG BK ETF SPMB	SPMB	2,230,802	$49.8m1.22%	1.22%	Added +63.6k	+63,560 2.9%
17	SELECT SECTOR SPDR TR SBI CONS STPLS XLP	XLP	596,228	$49.5m1.21%	1.21%	Added +110.0k	+110,011 22.6%
18	ISHARES TR CONV BD ETF ICVT	ICVT	403,189	$49.1m1.20%	1.20%	Reduced -12.0k	-12,033 -2.9%
19	SELECT SECTOR SPDR TR SBI CONS DISCR XLY	XLY	406,747	$47.7m1.17%	1.17%	Added +6.2k	+6,192 1.6%
20	DIMENSIONAL ETF TRUST US CORE EQT MKT DFAU	DFAU	913,266	$47.2m1.16%	1.16%	Added +64.0k	+63,975 7.5%
21	VANGUARD INTL EQUITY INDEX F FTSE SMCAP ETF VSS	VSS	283,898	$43.8m1.07%	1.07%	Reduced -3.4k	-3,432 -1.2%
22	APPLE INC COM AAPL	AAPL	147,592	$42.7m1.05%	1.05%	Added +2.2k	+2,175 1.5%
23	SCHWAB STRATEGIC TR US TIPS ETF SCHP	SCHP	1,580,881	$41.9m1.03%	1.03%	Added +1.1k	+1,136 0.1%
24	SELECT SECTOR SPDR TR RL EST SEL SEC XLRE	XLRE	913,389	$40.2m0.99%	0.99%	Reduced -4.1k	-4,112 -0.5%
25	VANGUARD SCOTTSDALE FDS LG-TERM COR BD VCLT	VCLT	531,412	$40.0m0.98%	0.98%	Added +3.5k	+3,453 0.7%
26	FIRST TR EXCH TRADED FD III PFD SECS INC ETF FPE	FPE	2,184,822	$39.1m0.96%	0.96%	Added +37.3k	+37,274 1.7%
27	NVIDIA CORPORATION COM NVDA	NVDA	194,777	$39.0m0.96%	0.96%	Added +12.5k	+12,492 6.8%
28	SCHWAB STRATEGIC TR INT-TRM U.S TRES SCHR	SCHR	1,527,811	$37.7m0.92%	0.92%	Reduced -3.5k	-3,544 -0.2%
29	SELECT SECTOR SPDR TR COMMUNICATION XLC	XLC	326,682	$35.0m0.86%	0.86%	Reduced -4.0k	-3,973 -1.2%
30	VANGUARD SPECIALIZED FUNDS DIV APP ETF VIG	VIG	139,306	$33.0m0.81%	0.81%	Reduced -5.8k	-5,839 -4.0%
31	GLOBAL X FDS GLB X MLP ENRG I MLPX	MLPX	404,310	$29.8m0.73%	0.73%	Reduced -8.2k	-8,250 -2.0%
32	SPDR SER TR PORTFOLIO LN TSR SPTL	SPTL	1,079,040	$28.3m0.69%	0.69%	Added +15.1k	+15,056 1.4%
33	VANGUARD WHITEHALL FDS EM MK GOV BD ETF VWOB	VWOB	412,915	$27.8m0.68%	0.68%	Added +6.7k	+6,742 1.7%
34	DIMENSIONAL ETF TRUST INTL CORE EQT MK DFAI	DFAI	648,270	$26.7m0.66%	0.66%	Added +53.0k	+52,950 8.9%
35	DIMENSIONAL ETF TRUST US SMALL CAP ETF DFAS	DFAS	320,063	$26.4m0.65%	0.65%	Added +23.3k	+23,298 7.8%
36	SPDR SER TR BLOOMBERG INVT FLRN	FLRN	806,621	$24.9m0.61%	0.61%	Reduced -42.2k	-42,202 -5.0%
37	SPDR SER TR PORTFOLIO AGRGTE SPAB	SPAB	955,598	$24.4m0.60%	0.60%	Added +21.1k	+21,096 2.3%
38	MICROSOFT CORP COM MSFT	MSFT	57,359	$21.4m0.52%	0.52%	Added +4.7k	+4,658 8.8%
39	VANGUARD INDEX FDS MCAP VL IDXVIP VOE	VOE	107,901	$21.3m0.52%	0.52%	Added +6.2k	+6,199 6.1%
40	SELECT SECTOR SPDR TR SBI MATERIALS XLB	XLB	415,988	$21.1m0.52%	0.52%	Reduced -3.8k	-3,809 -0.9%
41	SCHWAB STRATEGIC TR US DIVIDEND EQ SCHD	SCHD	632,443	$20.1m0.49%	0.49%	Added +8.5k	+8,516 1.4%
42	SPDR SERIES TRUST PORTFOLIO S&P500 SPYM	SPYM	221,997	$19.5m0.48%	0.48%	Added +1.2k	+1,212 0.6%
43	AMAZON COM INC COM AMZN	AMZN	73,039	$17.4m0.43%	0.43%	Added +3.1k	+3,116 4.5%
44	VANGUARD INDEX FDS MCAP GR IDXVIP VOT	VOT	52,638	$16.1m0.40%	0.40%	Added +2.7k	+2,659 5.3%
45	DIMENSIONAL ETF TRUST INTL SMALL CAP E DFIS	DFIS	455,568	$16.0m0.39%	0.39%	Added +32.8k	+32,808 7.8%
46	DIMENSIONAL ETF TRUST US LARGE CAP VAL DFLV	DFLV	394,851	$15.6m0.38%	0.38%	Added +22.5k	+22,452 6.0%
47	PACER FDS TR US CASH COWS 100 COWZ	COWZ	249,443	$15.5m0.38%	0.38%	Reduced -906	-906 -0.4%
48	SELECT SECTOR SPDR TR ENERGY XLE	XLE	283,956	$15.1m0.37%	0.37%	Reduced -35.9k	-35,884 -11.2%
49	DIMENSIONAL ETF TRUST EMGR CRE EQT MNG DFAE	DFAE	364,776	$14.7m0.36%	0.36%	Added +22.8k	+22,753 6.7%
50	SELECT SECTOR SPDR TR SBI INT-UTILS XLU	XLU	320,069	$14.5m0.36%	0.36%	Reduced -342.3k	-342,340 -51.7%
51	ALPHABET INC CAP STK CL A GOOGL	GOOGL	39,867	$14.2m0.35%	0.35%	Added +2.1k	+2,073 5.5%
52	INNOVATOR ETFS TRUST US EQTY PWR BUF PJUN	PJUN	309,557	$13.4m0.33%	0.33%	Added +160.9k	+160,929 108.3%
53	TESLA INC COM TSLA	TSLA	31,453	$13.2m0.32%	0.32%	Added +2.5k	+2,470 8.5%
54	ALPHABET INC CAP STK CL C GOOG	GOOG	37,077	$13.1m0.32%	0.32%	Added +1.6k	+1,642 4.6%
55	SPDR SER TR BLOOMBERG SHT TE SJNK	SJNK	518,155	$13.0m0.32%	0.32%	Reduced -10.9k	-10,888 -2.1%
56	SPDR S&P 500 ETF TR TR UNIT SPY	SPY	15,953	$11.9m0.29%	0.29%	Reduced -2.8k	-2,843 -15.1%
57	VANGUARD INDEX FDS SM CP VAL ETF VBR	VBR	48,560	$11.8m0.29%	0.29%	Added +2.8k	+2,775 6.1%
58	INVESCO EXCH TRD SLF IDX FD INVSCO BLSH 26 BSJQ	BSJQ	507,769	$11.7m0.29%	0.29%	Added +34.1k	+34,078 7.2%
59	DIMENSIONAL ETF TRUST INTERNATNAL VAL DFIV	DFIV	198,674	$10.7m0.26%	0.26%	Added +4.8k	+4,767 2.5%
60	ISHARES TR CORE S&P MCP ETF IJH	IJH	135,810	$10.5m0.26%	0.26%	Reduced -163	-163 -0.1%
61	INVESCO EXCH TRD SLF IDX FD BULETSHS 2027 BSJR	BSJR	465,244	$10.4m0.26%	0.26%	Added +33.1k	+33,111 7.7%
62	VANGUARD INDEX FDS SML CP GRW ETF VBK	VBK	27,456	$10.0m0.25%	0.25%	Added +1.1k	+1,130 4.3%
63	META PLATFORMS INC CL A META	META	17,351	$9.8m0.24%	0.24%	Added +2.9k	+2,851 19.7%
64	DIMENSIONAL ETF TRUST US SMALL CAP VAL US SMALL CAP VAL		238,078	$9.2m0.23%	0.23%	Added +14.6k	+14,551 6.5%
65	DIMENSIONAL ETF TRUST INTL SMALL CAP V DISV	DISV	227,732	$9.1m0.22%	0.22%	Added +14.7k	+14,722 6.9%
66	ELI LILLY & CO COM LLY	LLY	7,238	$8.7m0.21%	0.21%	Added +1.0k	+1,047 16.9%
67	BERKSHIRE HATHAWAY INC DEL CL B NEW BRK.B	BRK.B	16,722	$8.4m0.21%	0.21%	Added +2.4k	+2,425 17.0%
68	APPLIED MATLS INC COM AMAT	AMAT	10,869	$7.9m0.19%	0.19%	Reduced -661	-661 -5.7%
69	CATERPILLAR INC COM CAT	CAT	7,135	$7.6m0.19%	0.19%	Added +1.1k	+1,091 18.1%
70	PROCTER AND GAMBLE CO COM PG	PG	49,531	$7.3m0.18%	0.18%	Added +26.6k	+26,553 115.6%
71	VANGUARD INDEX FDS TOTAL STK MKT VTI	VTI	19,577	$7.2m0.18%	0.18%	Reduced -131	-131 -0.7%
72	VANGUARD INDEX FDS GROWTH ETF VUG	VUG	83,149	$7.2m0.18%	0.18%	Reduced -3.1k	-3,083 -3.6%
73	INVESCO EXCH TRD SLF IDX FD INVSCO 28 HYCORP BSJS	BSJS	327,100	$7.1m0.17%	0.17%	Added +24.9k	+24,928 8.2%
74	J P MORGAN EXCHANGE TRADED F ULTRA SHRT ETF JPST	JPST	136,583	$6.9m0.17%	0.17%	Reduced -7.4k	-7,405 -5.1%
75	JPMORGAN CHASE & CO COM JPM	JPM	20,476	$6.7m0.16%	0.16%	Added +6.9k	+6,910 50.9%
76	WALMART INC COM WMT	WMT	57,915	$6.6m0.16%	0.16%	Added +5.7k	+5,692 10.9%
77	VANGUARD MALVERN FDS STRM INFPROIDX VTIP	VTIP	115,968	$5.8m0.14%	0.14%	Added +25.8k	+25,823 28.6%
78	INNOVATOR ETFS TRUST US EQTY PWR BUF PMAY	PMAY	137,093	$5.7m0.14%	0.14%	Added +100.2k	+100,161 271.2%
79	JOHNSON & JOHNSON COM JNJ	JNJ	22,094	$5.6m0.14%	0.14%	Added +5.6k	+5,590 33.9%
80	EXXON MOBIL CORP COM XOM	XOM	38,417	$5.3m0.13%	0.13%	Added +2.4k	+2,444 6.8%
81	INNOVATOR ETFS TRUST US EQTY PWR BUF PFEB	PFEB	118,670	$5.1m0.13%	0.13%	Added +6.8k	+6,760 6.0%
82	INVESCO EXCH TRD SLF IDX FD BULETSHS 2029 HG BSJT	BSJT	229,603	$4.9m0.12%	0.12%	Added +11.9k	+11,944 5.5%
83	ISHARES GOLD TR ISHARES NEW IAU	IAU	60,121	$4.5m0.11%	0.11%	Reduced -2.2k	-2,210 -3.5%
84	INNOVATOR ETFS TRUST US EQTY PWR BUF PMAR	PMAR	86,672	$4.1m0.10%	0.10%	Added +26.1k	+26,104 43.1%
85	FIRST TR MORNINGSTAR DIVID L SHS FDL	FDL	83,486	$4.1m0.10%	0.10%	Added +14.9k	+14,937 21.8%
86	VANGUARD INDEX FDS S&P 500 ETF SHS VOO	VOO	5,746	$4.0m0.10%	0.10%	Reduced -3.2k	-3,200 -35.8%
87	GE AEROSPACE COM NEW GE	GE	10,544	$3.9m0.10%	0.10%	Added +1.7k	+1,723 19.5%
88	NETFLIX INC COM NFLX	NFLX	54,000	$3.9m0.09%	0.09%	Added +5.1k	+5,092 10.4%
89	INVESCO EXCH TRD SLF IDX FD BULLETSHS 2030 BSJU	BSJU	148,157	$3.8m0.09%	0.09%	Added +1.6k	+1,586 1.1%
90	NEXTERA ENERGY INC COM NEE	NEE	42,470	$3.7m0.09%	0.09%	Added +15.1k	+15,087 55.1%
91	ADVANCED MICRO DEVICES INC COM AMD	AMD	6,365	$3.7m0.09%	0.09%	Reduced -1.8k	-1,816 -22.2%
92	AIM ETF PRODUCTS TRUST ALLIANZIM US LRG AUGW	AUGW	103,834	$3.5m0.09%	0.09%	Reduced -3.5k	-3,483 -3.2%
93	J P MORGAN EXCHANGE TRADED F EQUITY PREMIUM JEPI	JEPI	62,147	$3.5m0.09%	0.09%	Added +9.4k	+9,363 17.7%
94	INVESCO EXCH TRADED FD TR II GLOBAL EX US HGH PGHY	PGHY	176,861	$3.5m0.09%	0.09%	Reduced -54.3k	-54,287 -23.5%
95	FIRST TR VALUE LINE DIVID IN SHS FVD	FVD	72,040	$3.5m0.09%	0.09%	Reduced -14.4k	-14,425 -16.7%
96	KLA CORP COM NEW KLAC	KLAC	11,345	$3.4m0.08%	0.08%	Reduced -75	-75 -0.7%
97	INNOVATOR ETFS TRUST US EQTY PWR BUF PJUL	PJUL	70,020	$3.4m0.08%	0.08%	Reduced -68.1k	-68,147 -49.3%
98	ISHARES TR CORE S&P500 ETF IVV	IVV	4,534	$3.4m0.08%	0.08%	Added +507	+507 12.6%
99	VANGUARD INDEX FDS VALUE ETF VTV	VTV	15,410	$3.4m0.08%	0.08%	Reduced -721	-721 -4.5%
100	PALO ALTO NETWORKS INC COM PANW	PANW	9,818	$3.3m0.08%	0.08%	Added +3.4k	+3,445 54.1%

Sold out since Q1 2026

Security	Ticker	Shares held before	Value then
PROSHARES TR USD	USD	20,585	$987.1k20.6k shares
CARNIVAL CORP		33,994	$879.9k34.0k shares
SCHWAB STRATEGIC TR SCHZ	SCHZ	33,061	$767.7k33.1k shares
HONEYWELL INTL INC		1,564	$707.3k1.6k shares
COTERRA ENERGY INC CTRA	CTRA	17,688	$621.6k17.7k shares
VANGUARD WORLD FD VDE	VDE	3,509	$607.3k3.5k shares
INVESCO EXCH TRADED FD TR II PGX	PGX	40,939	$445.4k40.9k shares
VANECK ETF TRUST PFXF	PFXF	24,416	$428.3k24.4k shares
INVESCO EXCHANGE TRADED FD T RSPN	RSPN	7,256	$417.9k7.3k shares
WISDOMTREE TR GDMN	GDMN	4,110	$415.9k4.1k shares
INVESCO EXCH TRD SLF IDX FD POWA	POWA	4,630	$398.9k4.6k shares
TERADYNE INC TER	TER	1,297	$384.6k1.3k shares
ARCELLX INC ACLX	ACLX	3,303	$379.2k3.3k shares
LUMENTUM HLDGS INC LITE	LITE	481	$338.0k481 shares
VICTORY PORTFOLIOS II CDC	CDC	4,629	$330.7k4.6k shares
MASTEC INC MTZ	MTZ	977	$314.3k977 shares
CANADIAN NAT RES LTD CNQ	CNQ	6,200	$302.2k6.2k shares
CIENA CORP CIEN	CIEN	776	$301.3k776 shares
INVESCO EXCHANGE TRADED FD T XLG	XLG	5,478	$298.9k5.5k shares
EVERGY INC EVRG	EVRG	3,545	$290.5k3.5k shares
HP INC HPQ	HPQ	15,091	$289.9k15.1k shares
VANGUARD WORLD FD VDC	VDC	1,218	$273.6k1.2k shares
ACCENTURE PLC IRELAND ACN	ACN	1,319	$261.7k1.3k shares
PIMCO ETF TR CORP	CORP	2,698	$261.3k2.7k shares
INVESCO EXCHANGE TRADED FD T XMMO	XMMO	1,746	$253.3k1.7k shares