Stephen Cooley is a financial advisor with Primerica Advisors in Madison, WI, holding Series 63 and Series 65 licenses and having 31 years of industry experience. He has been with Primerica Advisors since 1994 and Primerica Financial Services since 1993. Outside of his advisory work, Cooley is president of Stephen Cooley Enterprises, Inc., which he established for Primerica business purposes. Primerica Advisors provides discretionary asset management through its Lifetime Investment Program, offering model-delivery strategies and a limited number of separately managed account options to individual and high-net-worth clients. The firm uses third-party asset managers and delegates trading responsibilities to BNY Mellon Advisors, operating primarily on a tiered wrap-fee basis.

Jason Rohde is a financial advisor with Morgan Stanley in Middleton, WI, holding a Series 66 designation and 25 years of industry experience. He has worked at Morgan Stanley Private Bank, N.A. since 2015 and Morgan Stanley Smith Barney LLC since 2009. Morgan Stanley Wealth Management is an SEC-registered investment adviser and broker-dealer serving both individual and institutional clients with a wide range of advisory programs. The firm offers tailored financial planning supported by structured discovery conversations and planning tools, managing approximately $2.74 trillion in client assets.

Jennifer Wolfe is a financial advisor with Robert W. Baird & Co., holding a Series 66 designation and 27 years of industry experience. She previously worked at Monona State Bank and LPL Financial before returning to Baird in 2024. She is part of The DDK Group within Baird’s Private Wealth Management department, which serves individuals, corporate and business clients, pensions, profit-sharing plans, and charitable organizations. Baird offers a range of services including financial planning, portfolio management through various separately managed account strategies, and utilizes internal research tools and manager monitoring in their advisory approach.

Benjamin Heidemann is a financial advisor at Ameriprise in Madison, WI, holding Series 63 and Series 65 designations with 11 years of industry experience. He previously worked at firms including Retirement Income Strategies, eCIO, and Principal Global Investors. Ameriprise Financial Services is a large advisory firm serving individual and institutional clients, offering a specialized Premier Retirement Income service focused on retirement-income planning through written Recommendation Reports and ongoing advice. The firm combines proprietary research and third-party data to provide strategies on asset allocation, withdrawal approaches, and Social Security claiming options within a defined investment framework.

Brianna Gardner is a financial advisor with Ameriprise in Verona, WI, holding a Series 66 designation and 12 years of industry experience. She has been with Ameriprise and its affiliate Ameriprise Financial Services, Inc. since 2012. Ameriprise offers a retirement-income planning service tailored to individuals nearing or in retirement with significant investable assets, providing written Recommendation Reports that address income sources, Social Security options, and tax-efficient withdrawal strategies. The firm combines research, modeling, and tax analysis in its approach and delivers recommendations through a centralized consulting team in partnership with advisors like Gardner.

Austin Nelson is a financial advisor with Equitable Advisors in Madison, WI. He holds a Series 66 designation and has been with the firm since 2026. Prior to joining Equitable Advisors, he worked in the Department of Emergency Medicine at the University of Wisconsin-Madison and has experience in basketball-related ventures. Equitable Advisors serves individual investors, retirement plan sponsors, corporations, and charitable organizations by providing financial planning, retirement-plan support, and access to asset management through LPL programs and a broad selection of third-party asset managers. The firm employs a hybrid referral and implementation model, offering both advisory and brokerage/insurance channels to implement client recommendations.

Thomas Arnol is a financial advisor at Wells Fargo Advisors with 27 years of industry experience. He holds Series 63 and Series 65 licenses and has worked within various Wells Fargo entities since 2009. Arnol also has ownership interests in two investment-related businesses based in Madison, Wisconsin. Wells Fargo Advisors serves individuals, trusts, and institutional clients by providing investment and fee-based financial planning services. The firm offers a broad range of planning options and integrates advisory services with other financial products and referral channels.

Heidi Gasser is a Series 66-licensed financial advisor with Ameriprise in Madison, WI, bringing eight years of industry experience. She has been with Ameriprise Financial Services since 2016, following a two-year period working at Dreams Bridal Boutique. Ameriprise Financial Services is a large, diversified firm serving both individual and institutional clients, offering a specialized Premier Retirement Income service that provides written Recommendation Reports and ongoing retirement-income planning focused on income sources and tax-efficient withdrawal strategies.

Xun Liu is a financial advisor with Charles Schwab in Middleton, WI, holding Series 66 and Series 63 licenses and four years of industry experience. Prior to joining Charles Schwab in 2026, Xun worked at J.P. Morgan Securities and JPMorgan Chase Bank. Charles Schwab & Co., Inc. serves primarily high- and ultra-high-net-worth clients through its Schwab Wealth Advisory wrap fee program and affiliated managed-account and financial planning services. The firm offers a combination of non-discretionary advisory guidance and access to discretionary separately managed accounts, supported by a multi-asset investment approach and centralized operational structure.

Rachel Roth is a financial advisor with Thrivent Investment Management in Madison, WI, holding a Series 66 designation and having two years of industry experience. Her prior work includes roles at Northwestern Mutual and Janesville School District. Outside of finance, she is involved in pet care through a pet sitting service using the Rover app. Thrivent Investment Management provides Dedicated Planning Services to individuals, families, businesses, and nonprofit clients, offering goal-based financial analyses and planning without discretionary trading authority. The firm enables clients to combine planning with managed accounts through a consolidated billing option called WealthPlan, maintaining separation between planning and portfolio management.

Nolan Dunn is a financial advisor with Equitable Advisors in Madison, WI. He holds a Series 66 designation and has one year of industry experience. Prior to joining Equitable Advisors, he worked at Trane Technologies and operated a small business, Dunn Brothers Painting. Equitable Advisors serves individual investors, retirement plan sponsors, corporations, and charitable organizations by providing financial planning, retirement-plan support, and access to asset management through LPL programs and third-party asset managers. The firm employs a hybrid referral and implementation model that integrates advisory and brokerage/insurance channels to deliver tailored financial solutions.

Christopher Yesbeck is a financial advisor with Robert W. Baird & Co. in Madison West, WI, holding a Series 63 designation and 24 years of industry experience. He has been with Robert W. Baird since 2009. He is part of The DDK Group, a team within Robert W. Baird’s Private Wealth Management practice that serves individuals, families, pensions, corporations, and institutional clients with a range of consulting and portfolio management services tailored to client goals and risk tolerances.

Jennifer Tratnyek is a financial advisor at Robert W. Baird & Co. with Series 66 credentials and recent industry entry beginning in 2024. Prior to joining Baird, she spent over a decade affiliated with the University of Wisconsin - Madison. She is part of the DDK Group within Robert W. Baird & Co.’s Private Wealth Management practice, which serves individuals, families, pensions, corporations, and institutional clients through tailored consulting and portfolio management services. The firm offers a range of investment strategies and overlays, including traditional and non-traditional allocations, municipal advisory, and public finance services.

Benjamin Wierwill is a financial advisor at Morgan Stanley with 19 years of industry experience. He holds a Series 66 designation and has worked at Morgan Stanley in various capacities since 2009, including with Morgan Stanley Private Bank, N.A. since 2020. Morgan Stanley Wealth Management serves both individual and institutional clients, offering a wide array of advisory programs and tailored financial planning. The firm manages approximately $2.74 trillion in client assets and employs a structured planning process that utilizes firm-approved tools and market modeling techniques.

Terri Normington is a financial advisor with LPL Financial in Madison, WI, holding Series 63 and Series 65 licenses and bringing 18 years of industry experience. Prior to joining LPL Financial in 2022, she worked with Cuna Brokerage Services and Cuna Mutual Group since 2011. LPL Financial is an SEC-registered investment adviser and broker-dealer serving individuals, retirement plans, banks, corporations, and charitable organizations through a nationwide network of investment adviser representatives. The firm offers a range of advisory programs, retirement plan consulting, and brokerage services, with access to model portfolios, third-party research, and diversified investment strategies.

Katie Linhart is a financial advisor at UBS Financial Services with four years of industry experience. She has been with UBS since 2019 and holds a Series 66 designation. Prior to joining UBS, she worked at Eppstein Uhen Architects, Fiduciary Management, Inc., and the Kimple Family. UBS Financial Services serves individual, corporate, and institutional clients by offering brokerage and investment advisory services, including fee-based financial planning and discretionary portfolio management. The firm combines institutional trading capabilities with wealth management and provides proprietary research and capital markets services through its platform.

Benjamin Plucker is a financial advisor with Ameriprise in Middleton, WI, holding a Series 66 designation and 14 years of industry experience. He previously worked at Edward Jones for 12 years before joining Ameriprise in 2023. Outside of his advisory role, he owns and operates a retail business, BLP Cellars, and a tax preparation service, BLP Accounting, and serves as president of the Daybreak Valley HOA board of directors. Ameriprise offers a retirement-income planning service focused on individuals approaching or in retirement, combining research, modeling, and tax-efficiency analysis to deliver non-discretionary, written recommendation reports. The firm provides a broad range of advisory, brokerage, and insurance solutions through affiliated companies.

Earl Bischoff is a financial advisor with UBS Financial Services in Madison, WI, holding a Series 66 designation and 19 years of industry experience. He has been with UBS Financial Services since 2013. UBS Financial Services serves individual, corporate, and institutional clients through brokerage and investment advisory offerings, including fee-based financial planning and portfolio management. The firm combines institutional trading capabilities with wealth management services and employs proprietary research and model-based asset allocations to tailor client plans.

Thomas Cooke is a financial advisor at UBS Financial Services with four years of industry experience. He holds a Series 66 designation and has been with UBS since 2021. Outside of his advisory role, he works seasonally as a ski and snowboard instructor at Devil's Head Resort and Convention Center. UBS Financial Services serves individual, corporate, and institutional clients through a range of brokerage and investment advisory services, combining institutional trading capabilities with wealth management and fiduciary financial planning.

Leah Mork is a financial advisor at Robert W. Baird & Co. with one year of industry experience. She holds the Series 66 designation and has worked at several firms including Old National Bank and Bell Bank. Prior to her financial career, she was a full-time student for eleven years. Leah is part of The DDK Group, a team within Robert W. Baird & Co.’s Private Wealth Management practice that serves individuals, families, pensions, corporations, and institutional clients. The group offers tailored financial planning and portfolio management services using a variety of investment strategies and manager options.