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Planning Alternatives Ltd

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Client assets under management

$1,481,684,005

Clients

669

48% high-net worth

Advisors

9

of 20 employees

Firm type

Team

4-10 advisors or $500M+ in AUM

Clients per advisor

74

High

Average account size

$2,214,774

About

Planning Alternatives, Ltd. provides combined financial planning, investment management, and advisory services to individuals (including high-net-worth clients), pension and profit-sharing plans, trusts, foundations, and business entities. The firm manages client assets on discretionary and nondiscretionary bases and offers retirement-plan consulting, including guidance on rollovers and transfers.

The firm constructs risk-based portfolios grounded in Modern Portfolio Theory, emphasizing global diversification and cost-conscious implementation through mutual funds, ETFs, individual securities, and occasional third‑party managers. Investment decisions are governed by an investment policy statement and a standing Investment Committee, with regular account reviews and quarterly monitoring of managed accounts.

Planning Alternatives is notable for managing over $1.5 billion in client assets with a nine-advisor team and for serving as a 3(38) investment manager for ERISA plans, which shifts investment‑selection fiduciary responsibility to the firm for those qualified plans. It charges an all‑inclusive wealth management fee that combines planning and portfolio management, uses custodial data feeds for plan clients, and delegates proxy voting to clients rather than voting securities on their behalf.

Client services

Financial planning Portfolio management

Expertise

Wealth management General retirement planning Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business ownership considerations

Occupation focus

Founder/Business Owner Retired

Fee options

Fixed
Percentage

$0 - $2,000,000: 0.95% $2,000,001 - $5,000,000: 0.75% $5,000,001 - $10,000,000: 0.50% $10,000,001 - $25,000,000: 0.35% $25,000,001 - $50,000,000: 0.25% $50,000,001+: 0.20%

Project-based
Other

Account minimum: $5,000 Minimum fee: Minimum Annual Fee $5,000 Fee-only: All-inclusive annual management fee for investment management, financial planning, and advisory services; fees are billed quarterly in arrears.

Main office location

Planning Alternatives Ltd

255 South Old Woodward Ave., Suite 310

Birmingham MI 48009-6615, United States

Number of offices

3

Most active in

Arizona · California · Colorado · Florida · Georgia · Illinois · Massachusetts · Michigan · Nebraska · New Hampshire · North Carolina · Ohio · Oregon · Texas · Virginia · Washington · Wyoming

Disclosures

Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.

Business activities & affiliations

Advisors at this firm

user avatar

Gary R

CFP®, Series 63

Birmingham, MI

Planning Alternatives Ltd

Gary Rosenberg is a CFP® with 13 years of industry experience. He is currently with Planning Alternatives Ltd and previously worked at Raymond James & Associates, Inc. and Paragon Underwriters, Inc. Outside of his advisory role, he has been self-employed since 1986. Planning Alternatives Ltd serves individuals, pension and profit-sharing plans, trusts, foundations, and business entities by providing wealth management, financial planning, discretionary investment management, and advisory services. The firm employs a Modern Portfolio Theory-based investment approach with a focus on low-cost implementation and acts as a 3(38) fiduciary investment manager for qualified retirement plans.

Wealth management General retirement planning Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business ownership considerations Founder/Business Owner Retired
user avatar

Kent G

CFP®, Series 65

Birmingham, MI

Planning Alternatives Ltd

Kent Golightly is a CFP® and holds a Series 65 license with six years of industry experience. He has been with Planning Alternatives Ltd since 2019, following four years at BDO USA, LLP. Planning Alternatives, Ltd. provides wealth management services to individuals, including high-net-worth clients, as well as pension and profit-sharing plans, trusts, foundations, and business entities. The firm employs a Modern Portfolio Theory-based investment approach with a focus on low-cost implementation and serves as a 3(38) fiduciary investment manager for qualified retirement plans.

Wealth management General retirement planning Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business ownership considerations Founder/Business Owner Retired
user avatar

Stacey G

Series 63, Series 65

Birmingham, MI

Planning Alternatives Ltd

Stacey Gomez is a financial advisor at Planning Alternatives Ltd with 15 years of industry experience. She holds Series 63 and Series 65 licenses and has been with Planning Alternatives Ltd since 2009. Planning Alternatives Ltd provides wealth management services to individuals, pension and profit-sharing plans, trusts, foundations, and business entities. The firm employs a Modern Portfolio Theory-based investment approach with a focus on low-cost implementation and serves as a 3(38) fiduciary for qualified retirement plans.

Wealth management General retirement planning Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business ownership considerations Founder/Business Owner Retired
user avatar

Thomas G

CFP®, Series 63, Series 65

Birmingham, MI

Planning Alternatives Ltd

Thomas Graney is a CFP® professional with 34 years of experience in the financial services industry. He is currently with Planning Alternatives Ltd, where he has worked since 2022. Prior to that, he spent over 30 years at Fidelity in various advisory roles. Planning Alternatives Ltd provides wealth management services to individuals, pension and profit-sharing plans, trusts, foundations, and business entities. The firm utilizes a Modern Portfolio Theory-based investment approach focused on low-cost implementation, offering discretionary investment management and acting as a 3(38) investment manager for qualified retirement plans.

Wealth management General retirement planning Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business ownership considerations Founder/Business Owner Retired
user avatar

Bradley I

CFP®

Jackson, WY

Planning Alternatives Ltd

Bradley Improta is a CFP® professional with over eight years of experience in the financial industry. He has worked at Planning Alternatives Ltd since 2024 and previously held roles at Two Ocean Builders and StreetAccount (FactSet). Planning Alternatives, Ltd. provides wealth management services to individuals, pension and profit-sharing plans, trusts, foundations, and business entities. The firm employs a Modern Portfolio Theory-based investment approach with a focus on low-cost implementation and serves as a 3(38) fiduciary investment manager for qualified retirement plans.

Wealth management General retirement planning Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business ownership considerations Founder/Business Owner Retired
user avatar

Heather F

CFP®, Series 65, Series 66

Jackson, WY

Planning Alternatives Ltd

Heather Fulton is a CFP® professional at Planning Alternatives Ltd with seven years of industry experience. She previously worked at Fisher Investments and US Bank before joining Planning Alternatives in 2025. Planning Alternatives Ltd provides wealth management services to individuals, pension and profit-sharing plans, trusts, foundations, and business entities. The firm employs a Modern Portfolio Theory-based investment approach with a focus on low-cost implementation and serves as a 3(38) investment manager for qualified retirement plans.

Wealth management General retirement planning Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business ownership considerations Founder/Business Owner Retired
user avatar

David T

CFA®

Birmingham, MI

Planning Alternatives Ltd

David Tutak is a CFA® charterholder with over eight years of experience in the financial advisory industry. He has worked at Planning Alternatives Ltd since 2019, with earlier roles at Wells Fargo Advisors and Northwestern Mutual. Planning Alternatives Ltd serves individuals, pension and profit-sharing plans, trusts, foundations, and business entities with wealth management services including financial planning, discretionary investment management, and advisory services. The firm employs a Modern Portfolio Theory-based investment approach, emphasizing low-cost implementation and global diversification, and acts as a 3(38) investment manager for qualified retirement plans.

Wealth management General retirement planning Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business ownership considerations Founder/Business Owner Retired
user avatar

Nathan M

CFP®, Series 63

Birmingham, MI

Planning Alternatives Ltd

Nathan Mersereau is a CFP® with 18 years of industry experience, currently serving as a financial advisor at Planning Alternatives Ltd. His prior experience includes seven years at Wealthcare Advisors, LLC, and a lengthy tenure at Planning Alternatives dating back to 2009. Planning Alternatives Ltd. provides wealth management services to individuals, pension and profit-sharing plans, trusts, foundations, and business entities. The firm employs a Modern Portfolio Theory-based investment approach, focusing on low-cost implementation through diversified portfolios and acts as a 3(38) investment manager for qualified retirement plans.

Wealth management General retirement planning Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business ownership considerations Founder/Business Owner Retired
user avatar

Timothy H

CFA®, Series 63

Birmingham, MI

Planning Alternatives Ltd

Timothy Hanna is a CFA® charterholder and holds a Series 63 license with over 11 years of industry experience. He previously worked at Flexible Plan Investments before joining Planning Alternatives Ltd. in Birmingham, MI. Planning Alternatives, Ltd. provides wealth management services to individuals, pension and profit-sharing plans, trusts, foundations, and business entities. The firm employs a Modern Portfolio Theory-based investment approach focused on low-cost implementation and serves as a 3(38) fiduciary investment manager for qualified retirement plans.

Wealth management General retirement planning Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business ownership considerations Founder/Business Owner Retired
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