Sterling Financial Planning Inc

Sterling Financial Planning is a team-based registered investment adviser with eight advisors and approximately $761 million in assets under management, serving individuals (including high-net-worth clients), pension and profit-sharing plans, trusts, and estates. The firm offers discretionary and non-discretionary portfolio management, retirement plan consulting, and standalone financial planning and consulting services.

Sterling tailors investment programs to each client’s objectives and risk tolerance, allocating among mutual funds, ETFs, individual equity and debt securities and using both fundamental and technical analysis across long-, short-, and trading time horizons. The firm provides ERISA §3(21) plan consulting (and may act in a §3(38) discretionary capacity when engaged), offers participant education, and conducts ongoing monitoring that can include extended periods without trading activity.

Sterling deploys third-party endorsers/solicitors and may pay referral fees for client introductions, with required solicitor disclosures to referred clients — a practice that is less common among peer team firms. The brochure also discloses other notable practices: certain senior personnel are licensed to sell insurance on a commission basis, the firm may assist clients in evaluating pledged-asset or margin loans, and some accounts include asset-transfer authorizations permitting the custodian to rely on Sterling’s transfer instructions.