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Larry Dean Goebel

Advisor at Merit Financial Advisors — Fond Du Lac, WI

Updated today

Credentials

Series 63, Series 65

Experience

40 years

Location

Fond Du Lac, WI 54937

Merit Financial Advisors logo

Merit Financial Advisors

Multi-team

Total advisors

287

Across 94 offices

Clients per advisor

70 High

Avg AUM per client

$897,421 High

HNW client ratio

22% Typical

About

Larry Goebel is a financial advisor with Merit Financial Advisors in Fond Du Lac, WI, holding Series 63 and Series 65 licenses and bringing 39 years of industry experience. His prior work includes roles at Purshe Kaplan Sterling Investments, LPL Financial, Cambridge Investment Research, and Voya Financial Advisors. He is also the president and owner of Goebel Insurance & Financial Inc., an insurance agency specializing in life, health, disability, long-term care, and fixed annuities. Merit Financial Group, LLC is an SEC-registered advisory firm managing approximately $10.6 billion with 144 advisors serving a diverse client base, including individuals, businesses, retirement plan sponsors, and charitable organizations. The firm employs a long-term, diversified investment strategy using model portfolios and modular sleeves, supported by an Investment Management team and committee, and offers specialized services such as independent fiduciary and ESOP trustee work.

Client services

Based on Merit Financial Advisors

Financial planning Portfolio management Pension consulting Selection of other advisers Educational seminars or workshops

Expertise

Based on Merit Financial Advisors

Options & derivatives strategies Retirement plans for business owners (SEP, solo 401k) Business ownership considerations

Occupation focus

Based on Merit Financial Advisors

Founder/Business Owner Retired Executive

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Fee options

Fixed

Financial planning fees can be flat fees, typically not exceeding $100,000, often prorated and payable monthly or quarterly

Percentage

$0 - $100,000: 1.50% $100,000 - $250,000: 1.25% $250,000+: 1.00%

Project-based

Up to $100,000 total for financial planning services; specific hourly rate not stated

Subscriptions

Ongoing financial planning fees payable annually, quarterly, or monthly; specific amounts not stated

Location

See office

Fond Du Lac, WI

131 N. Rolling Meadows Drive, Suite A

Fond Du Lac WI 54937

Advisors at this office

1

Most active in

Wisconsin

Work history

40 years of industry experience

Purshe Kaplan Sterling Investments

2024 - Present • 2 years

Albany, NY

Merit Financial Group dba Merit Financial Advisors

2023 - Present • 3 years

Fond Du Lac, WI

LPL Financial

2022 - 2024 • 2 years

Fond Du Lac, WI

Cambridge Investment Research Inc.

2018 - 2022 • 4 years

Fairfield, IA

Cambridge Investment Research Advisors

2018 - 2022 • 4 years

Fairfield, IA

Voya Financial Advisors, Inc.

2016 - 2017 • 1 year

Fond Du Lac, WI

Goebel Insurance & Financial Inc

2013 - Present • 13 years

Fond Du Lac, WI

Disclosures

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

Business activities & affiliations

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Michael S

Series 63, Series 66

Oakfield, WI

Empower Advisory Group

Michael Siedschlag is a financial advisor at Empower Advisory Group with 13 years of industry experience. He holds Series 63 and Series 66 licenses. His prior experience includes roles at Personal Capital Advisors and Cetera Investment Services. Empower Advisory Group provides financial planning and investment management primarily to employer-sponsored retirement plan sponsors and their participants, as well as certain IRA and retail brokerage account holders, using an integrated model linked to Empower’s recordkeeping and administrative platforms.

General retirement planning Retirement income strategy Social Security optimization Debt management College savings (529s, UTMA, etc.)
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Lynn H

Series 66

Fond Du Lac, WI

Cetera

Lynn Haefs is a financial advisor with Cetera, holding a Series 66 designation and 12 years of industry experience. She has been with Cetera since 2025 and also serves as a partner at LVF, LLC dba Ledgevest Financial, where she provides financial services. Prior to her current roles, she worked at Wells Fargo Advisors and Wells Fargo Clearing. Cetera Investment Advisers LLC is an SEC-registered firm that serves individual investors, retirement plans, corporate and charitable clients, and institutional accounts. The firm offers a range of portfolio management and financial planning services through a large network of independent advisors and employs a multi-manager platform with various program options and custodial relationships.

Wealth management Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business exit / sale strategy Founder/Business Owner Executive

Jennifer F

Series 66

Fond Du Lac, WI

Edward Jones

Jennifer Foster is a financial advisor at Edward Jones in Fond Du Lac, Wisconsin, holding a Series 66 designation with nine years at the firm and two years of industry experience. Prior to her current role, she worked at Press Box for nine years. Edward Jones is a full-service wealth management firm serving over four million individual and institutional clients, offering a range of advisory programs and affiliated investment products supported by a nationwide network of financial advisors and branch offices.

Retirement income strategy College savings (529s, UTMA, etc.) General retirement planning Wealth management Retired Founder/Business Owner Executive
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Joel H

Series 66

Waupun, WI

Edward Jones

Joel Heeringa is a financial advisor with Edward Jones in Waupun, Wisconsin, holding a Series 66 designation and 16 years of industry experience. He has been with Edward Jones since 2009. He serves as president of the Utility Commission of Waupun, a board responsible for overseeing the city’s public utilities. Edward Jones is a full-service wealth management firm serving over four million individual and institutional clients. The firm offers a range of advisory programs and investment solutions, operating under a fiduciary standard and supported by a nationwide network of more than 23,700 financial advisors.

Wealth management Tax-loss harvesting Multi-generational wealth transfer Retired Founder/Business Owner Executive
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Brian J

Series 66

Fond Du Lac, WI

Cetera

Brian Jones is a financial advisor with Cetera, holding a Series 66 designation and 19 years of industry experience. He has worked with Cetera since 2025 and previously held roles at Wells Fargo Advisors and LVF, LLC dba Ledgevest Financial. Jones serves as president of a longstanding charitable golf tournament in Fond Du Lac, WI, which supports local causes through a donor-advised fund, and holds board positions with the Beacon House Foundation and Fond du Lac Morning Rotary. Cetera Investment Advisers LLC is an SEC-registered firm serving individuals, retirement plans, corporate, charitable, and institutional clients through a nationwide network of independent advisors. The firm offers diverse portfolio management and financial planning services, operating a multi-manager platform that includes affiliated model portfolios, third-party managers, and customized strategies.

Wealth management Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Business exit / sale strategy Founder/Business Owner Executive
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Connor H

Series 63, Series 66

Fond Du Lac, WI

Raymond James Financial

Connor Heck is a financial advisor with Raymond James Financial Services Advisors, Inc. He holds Series 63 and Series 66 licenses and has seven years of industry experience. His background includes roles at OSAIC, PFS Investments Inc., Northwestern Mutual Investment Services, and Edward Jones. Outside of finance, he is involved in Solu Estate Winery & Meadery. Raymond James Financial Services Advisors, Inc. provides financial planning and investment consulting to a diverse client base, including individual, high-net-worth, institutional, and charitable clients. The firm uses analytical tools and risk profiling to deliver tailored, non-discretionary advice, supporting its clients primarily through advisory programs and other implementation options.

Wealth management Tax strategies for small businesses Business succession planning General estate planning guidance Founder/Business Owner Executive
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