Sterling Financial Planning, Inc.
Sterling Financial Planning, Inc. is an SEC-registered investment adviser based in Sparta, New Jersey. Founded in 2000, the firm provides financial planning and investment management services to individuals (including high net worth clients), charitable organizations, and pension plans. With 8 employees and approximately 1,600 clients, Sterling serves clients primarily in the United States, offering comprehensive wealth management solutions and fiduciary advice.
Investment Strategy
Sterling Financial Planning, Inc. employs personalized investment management strategies focusing on asset allocation, long-term growth, and diversification tailored to meet the individual goals and risk tolerances of its clients. The firm's clients are primarily individuals (including high net worth), with portfolio holdings diversified across equities, ETFs, and select gold-related trusts. Their approach includes both discretionary and non-discretionary asset management with an emphasis on fiduciary responsibility and ongoing client education.
Latest 13F Filing Activity
Sterling Financial Planning, Inc. filed their most recent 13F report on Jun 30, 2025 disclosing 115 equity positions with a total 13F market value of $299M. The fund increased holdings in Ishares TR, Ishares TR, Ishares TR among other positions. Sterling Financial Planning, Inc. reduced exposure to Ishares Gold TR, Becton Dickinson & Co., Apple Inc. among others.
Top Holdings
Equity Positions (115)
| Ticker | Security | Weight | Market Value | Shares | Avg Cost | Price | Change (QoQ) |
|---|---|---|---|---|---|---|---|
I IJJ | ISHARES TR | 6.04% | $18.1M | 146,424 | $94.38 | $123.58 | +$1.4M |
I IAU | ISHARES GOLD TR | 5.83% | $17.4M | 279,688 | $33.89 | $62.36 | -$484.1K |
I IVW | ISHARES TR | 5.72% | $17.1M | 155,540 | $65.04 | $110.10 | +$2.8M |
I IJT | ISHARES TR | 5.50% | $16.5M | 123,791 | $116.26 | $133.04 | +$1.8M |
I IJK | ISHARES TR | 5.42% | $16.2M | 178,234 | $73.83 | $90.98 | +$1.7M |