Alpha Advisory Group
Alpha Advisors, LLC is a fee-only financial life planning firm founded in 2002 in Richmond, Virginia, serving individuals and couples nationwide. Its five-person team delivers the Kinder Institute's EVOKE® life-planning process and investment management on a direct, fee-only basis.
- Company typePrivate
- Founded2002
- HeadquartersRichmond, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Alpha Advisory Group does
Alpha Advisors, LLC is a fee-only financial life planning firm founded in 2002 by Doug Wallace and headquartered at 3951 Westerre Parkway, Suite 130, Richmond, Virginia. The firm serves individuals and couples nationwide, with a horizontal customer segment that spans pre-retirees, career-changers, and families planning intergenerational wealth transfer. Its core offering is a Financial Life Planning service delivered through the EVOKE® process — a five-stage methodology (Exploration, Vision, Obstacles, Knowledge, Execution) developed by the Kinder Institute of Life Planning — combined with discretionary Investment Management oriented around risk management, diversification, liquidity, and capital preservation. A complimentary Exploration Meeting serves as the entry point into the engagement funnel.
The firm is a five-person team comprising three credentialed advisors (Sarah Byrd, Mark Leimberger, and Alex Scott, each holding both CFP and Registered Life Planner designations), a Client Services Director (Britton Smith, joined January 2024), and the founder in an Advisor Emeritus capacity as of 2026. The business model is fee-only and subscription-/engagement-recurring in nature: clients pay Alpha Advisors directly for advice and management services, with no commissions, product sales, or transaction-based compensation, which the firm positions as a conflict-of-interest mitigation. The legal entity is a Virginia LLC, privately held, founder-owned with no disclosed institutional capital, parent company, or subsidiaries, and is a Member FINRA firm.
Distribution and marketing are deliberately low-scale and trust-driven: client acquisition is primarily referral- and community-led supported by content marketing through alpha-advisors.com and individual LinkedIn profiles, with a direct-to-client advisory channel serving mid-market individuals nationwide. The firm operates without proprietary technology platforms; its methodology and human-advisor relationships are the primary value drivers. No AI capabilities, data assets, patents, trademarks (beyond use of the licensed EVOKE® mark), partnerships beyond the Kinder Institute, or third-party integrations are disclosed.
Alpha Advisory Group firmographics
Firmographics- Name
- Alpha Advisory Group
- Legal name
- Alpha Advisors, LLC
- Website
- https://alpha-advisors.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Alpha Advisors, LLC is a fee-only financial life planning firm founded in 2002 in Richmond, Virginia, serving individuals and couples nationwide. Its five-person team delivers the Kinder Institute's EVOKE® life-planning process and investment management on a direct, fee-only basis.
- Ownership category
- akta.pro rank
Alpha Advisory Group industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Fee-Only Advisory (FSAEAAAL)
- akta.pro secondary industry
- Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)
Keywords
Where Alpha Advisory Group is headquartered
LocationHeadquarters
- HQ city
- Richmond
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Alpha Advisory Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Fee-Only Financial Planning: The firm operates as a fee-only financial life planning firm, compensated directly by clients for advice and management services. They do not earn commissions, sell products, or receive compensation for account transactions, minimizing conflicts of interest.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free Initial Consultation |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels2 records
Alpha Advisory Group product offering
Product offeringCore offering
Alpha Advisors delivers fee-only financial life planning and investment management to individuals and couples across the United States. Services are structured around the EVOKE® five-stage process (Exploration, Vision, Obstacles, Knowledge, Execution) developed by the Kinder Institute, aligning investment strategy with clients' life values, goals, and life transitions. The firm is compensated solely through client fees, with no commissions or product sales.
Product overview
Alpha Advisors is a fee-only financial life planning firm offering personalized advisory services through its core Financial Life Planning Services and the EVOKE® Process methodology. The EVOKE® Process (Exploration, Vision, Obstacles, Knowledge, Execution) serves as the foundational planning framework, while Investment Management services provide complementary guidance on risk, diversification, and long-term strategy. The firm also offers a complimentary Exploration Meeting as the entry point for prospective clients. All services are delivered through direct advisor-client relationships with fee-only compensation, avoiding commissions or product sales.
Differentiator
Problem solved
Functional benefit
Products and services
- Financial Life Planning Services Fee-only financial advisory service that helps clients align their money with their values and life goals through personalized, purpose-driven planning, combining investment guidance with life-centered coaching for individuals and couples nationwide.
- Investment Management Investment advisory services focused on risk management, diversification, liquidity, volatility management, and capital preservation using long-term strategies aligned with clients' broader financial life plans, offered to individuals and couples nationwide.
Companies that use Alpha Advisory Group
Customer profileSegments1 record
Ideal customer profiles1 record
Alpha Advisory Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Alpha Advisory Group partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Kinder Institute of Life PlanningcoreAlpha Advisors uses the EVOKE® process developed by the Kinder Institute of Life Planning for Financial Life Planning. This framework guides their client engagement through five stages: Exploration, Vision, Obstacles, Knowledge, and Execution. Team members Sarah Byrd, Mark Leimberger, and Alex Scott are all Registered Life Planners (RLP) certified through the Kinder Institute.
Scale indicators4 records
Recent moves4 records
Expansion highlights3 records
Alpha Advisory Group competitors and assessment
Company assessmentBroad incumbents
- Creative Planning: One of the largest independent fee-only RIAs in the U.S., serving individuals with comprehensive planning and investment management; comparable in fee-only individual-client focus but vastly larger in scale.
- Carson Wealth: Large RIA platform offering financial planning and investment management to individuals; comparable in delivering planning to individual clients but operates as a scaled, multi-advisor firm with affiliated partners.
- Mariner Wealth Advisors: Large national RIA serving high-net-worth individuals with comprehensive financial planning; comparable in fee-only planning but at much larger scale with institutional backing.
Direct peers
- Ritholtz Wealth Management: Fee-only RIA serving individual clients and families with goal-based planning and investment management, comparable in client segment and fiduciary fee-only stance to Alpha Advisors.
- Garrett Planning Network: Network of fee-only hourly financial advisors serving individuals and families, with a focus on accessible, conflict-free advice; comparable in client segment and compensation model to Alpha Advisors.
- XY Planning Network: Fee-only financial planning network serving individual clients nationwide, focused on serving clients who want transparent, commission-free advice — directly aligned with Alpha Advisors' fee-only life planning model.
- Facet Wealth: Tech-enabled fee-only financial planning firm serving individuals nationwide with flat-fee advice; comparable in targeting individuals and couples looking for transparent, subscription-based planning.
- Buckingham Strategic Wealth: Fee-only RIA serving individuals nationwide with comprehensive financial planning and evidence-based investment management; comparable in fee-only delivery and individual-client focus.
Others
- Kinder Institute of Life Planning: The organization that developed the EVOKE® methodology used by Alpha Advisors; comparable as the methodology licensor and a thought-leader in the life planning category Alpha Advisors operates in.
Emerging players
- Elements Financial Planning: Fee-only financial planning firm serving individuals with holistic planning, smaller in scale; overlaps with Alpha Advisors on client type and planning philosophy but with a younger footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Alpha Advisory Group social profiles
Digital presenceAlpha Advisory Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alpha Advisory Group leadership team
Management profileNumber of profiles
Profiles5 records
Alpha Advisory Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alpha Advisory Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Alpha Advisory Group
What does Alpha Advisory Group do?
Alpha Advisors delivers fee-only financial life planning and investment management to individuals and couples across the United States. Services are structured around the EVOKE® five-stage process (Exploration, Vision, Obstacles, Knowledge, Execution) developed by the Kinder Institute, aligning investment strategy with clients' life values, goals, and life transitions. The firm is compensated solely through client fees, with no commissions or product sales.
Is Alpha Advisory Group a public or private company?
Alpha Advisory Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Alpha Advisory Group founded?
Alpha Advisory Group was founded in 2002. It employs 1 to 10 people.
Where is Alpha Advisory Group based?
Alpha Advisory Group is headquartered in Richmond, United States, in the North America region.
How does Alpha Advisory Group make money?
One revenue line is on record: fee-Only Financial Planning.
Who are Alpha Advisory Group's main competitors?
Broad incumbents on record are Creative Planning, Carson Wealth and Mariner Wealth Advisors. Direct peers are Ritholtz Wealth Management, Garrett Planning Network, XY Planning Network, Facet Wealth and Buckingham Strategic Wealth. Kinder Institute of Life Planning is listed as an others. Elements Financial Planning is listed as an emerging player.
Does Alpha Advisory Group have an API?
No public API is recorded for Alpha Advisory Group.
What industry is Alpha Advisory Group in?
Alpha Advisory Group's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAEAAAL, Fee-Only Advisory, with a secondary code of FSAAABAD, Advisory Portfolio Management (Non-Discretionary). Its NAICS code is 523940 and its SIC code is 6282.