Sonja Cheadle is a financial advisor at Stifel with 22 years of industry experience. She holds Series 63 and Series 65 credentials and has worked at Stifel since 2007, with brief periods at Bankers Bank and LPL Financial in 2022. Stifel serves a diverse client base including individuals, institutional clients, charitable organizations, and governmental entities, offering brokerage and investment advisory services. The firm uses a proprietary methodology developed by its Investment Strategy Group to provide investment analysis and asset allocation guidance.

Jay Close is a financial advisor with Fidelity in Madison, WI, holding Series 63 and Series 66 licenses and 20 years of industry experience. He worked previously at CUNA Brokerage Services and CUNA Mutual Group from 2011 to 2022. Outside of his advisory role, he performs rideshare and food delivery services as an independent contractor. Fidelity’s Strategic Advisers LLC provides investment management and advisory services to retail and institutional clients, including discretionary portfolio management and fund advisory. The firm uses a blend of proprietary fundamental research, quantitative analysis, and algorithmic portfolio construction to manage model portfolios across mutual funds, ETFs, and ETPs.

Nicholas Pratt is a financial advisor with Edward Jones in Madison, WI, holding a Series 66 designation and 14 years of industry experience. He has been with Edward Jones since 2011. Edward Jones is a full-service wealth management firm serving more than four million individual and institutional clients. The firm manages approximately $1.01 trillion in assets and offers a range of discretionary and non-discretionary investment strategies, including separately managed accounts and affiliated mutual funds, operating under a fiduciary standard.

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.

Nicholas Tancill is a financial advisor with RBC Capital Markets in Madison, WI. He holds the Series 66 designation and has four years of industry experience. Prior to joining RBC Capital Markets, he was a student and worked briefly at the University Club. RBC Wealth Management, a division of RBC Capital Markets, LLC, serves a diverse client base including individual investors, institutional clients, and charitable organizations. The firm offers various advisory programs with tailored investment strategies, combining in-house and third-party managers to meet clients' specific risk profiles.

Karsten Augustin is a financial professional with seven years of industry experience, currently affiliated with Cetera. He holds Series 63 and Series 65 designations and has previously worked at firms including Ameriprise Financial Services and Minnesota Life Insurance Company. Augustin is also involved with North Star Resource Group, a financial services business. Cetera Investment Advisers LLC is an SEC-registered advisor offering a range of portfolio management and financial planning services to individual, institutional, and corporate clients through a large network of independent advisors. The firm provides access to multiple investment program options, including model portfolios and third-party money managers, managing over $256 billion in assets.

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.

Brian Hensen is a CFP® and ChFC® with 34 years of industry experience. He is currently affiliated with Cetera and has held roles at North Star Consultants, Inc., Securian Financial Services, Inc., and Minnesota Life Insurance Company. He is a member of the community organization 100 Men of Dane County and owns Lost Grove LLC. Cetera Investment Advisers LLC operates a nationwide network of independent advisors serving a broad client base, including individuals, retirement plans, and institutional accounts. The firm offers flexible portfolio management options through a multi-manager platform with a range of discretionary and non-discretionary program structures.

Scott Richardson is a financial advisor with Cambridge Investment Research Advisors in Madison, WI, holding Series 63 and Series 65 licenses and bringing 26 years of industry experience. He has been with Cambridge Investment Research since 2005. Richardson serves as a board member of the UW-Whitewater Foundation. Cambridge Investment Research Advisors is a large SEC-registered firm serving a diverse range of clients, including individuals, pension plans, charitable organizations, and trusts. The firm offers financial planning, investment management, retirement plan advisory, and financial-wellness services through a network of independent professionals, using multiple custody options, discretionary and non-discretionary strategies, and proprietary and third-party models.

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, holding a Series 66 designation. He joined Equitable Advisors in 2026 and has a background that includes roles with the University of Wisconsin-Madison’s Department of Emergency Medicine and experience in basketball-related organizations. Equitable Advisors serves a broad client base including individuals, pension and profit-sharing plans, corporations, and charitable organizations. The firm offers financial planning, retirement plan consulting, and various asset-management programs, utilizing a combination of firm-offered and third-party advisory solutions.

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.

Jestin Dohner is a financial advisor with LPL Financial based in Madison, WI. He holds a Series 63 designation and has 26 years of industry experience. His prior roles include positions at Johnson Financial Group and Old National Bank. Outside of his advisory work, he assists with retail sales at a family tree farm business. LPL Financial is an SEC-registered investment adviser and broker-dealer serving individuals, retirement plans, banks, and other institutions through a national network of investment adviser representatives. The firm offers a range of financial planning and advisory services, incorporating discretionary and non-discretionary management with access to model portfolios, third-party research, and various investment strategies.

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, holding a Series 66 designation and one year of industry experience. Prior to joining Equitable Advisors, he worked at Trane Technologies and operated Dunn Brothers Painting for five years. He has also spent time in educational roles at Middleton High School and Glacier Creek Middle School. Equitable Advisors provides financial planning, retirement plan consulting, and asset-management services to individuals, pension plans, corporations, and charitable organizations. The firm emphasizes matching clients to program models or discretionary managers, utilizing a range of third-party advisory programs and investment products.

Chad Lee is a financial advisor with LPL Financial and holds a Series 66 designation. He has 11 years of industry experience, including prior roles at Robert W. Baird, Thrivent Investment Management Inc, and Fidelity Investments. LPL Financial is an SEC-registered investment adviser and broker-dealer serving individuals, retirement plans, banks, credit unions, corporations, and charitable organizations through a national network of investment adviser representatives. The firm offers a range of advisory programs, financial planning, retirement plan consulting, and brokerage services, utilizing both discretionary and non-discretionary management supported by research from LPL and third-party subadvisors.

Nathan Falk is a financial advisor with Primerica Advisors, holding Series 63 and Series 65 licenses and bringing 18 years of industry experience. His career includes roles at Bayer Crop Sciences, Syngenta, PFS Investments, Inc., and Primerica Financial Services. Outside of advisory services, he is involved in sales of home security, automation products, and loan products through affiliates of PFS Investments and Primerica Mortgage. Primerica Advisors offers discretionary asset management primarily through its Lifetime Investment Program, which features model-delivery strategies and a limited number of separately managed account options for individual and high-net-worth clients. The firm curates third-party asset managers and uses a tiered wrap fee structure, with trading and custody services provided by BNY Mellon Advisors, Pershing, and Primerica Brokerage Services.

Nicholas Alsteen is a CFP® with 20 years of experience in the financial services industry. He has been with Ameriprise since 2005, currently serving as an advisor based in Waunakee, WI. Outside of his advisory role, he is the owner of Alsteen Ventures LLC and serves on the Board of Directors for the Wisconsin Alumni Association's Sauk County Chapter. Ameriprise provides retirement-income planning services primarily for individuals nearing or in retirement with significant investable assets. The firm combines research, modeling, and tax-efficiency analysis to deliver non-discretionary recommendation reports, supported by a centralized consulting team and algorithmic tools.