It's my passion to offer complete financial advice to everyone, no matter their age, job, or wealth. I aim to make a difference by promoting a meaningful financial future through fee-only services based on purposeful financial planning. It was back in 2007 when I embarked on the journey of setting up my first 401(k) account. Admittedly, I was quite ignorant about the significance of those characters and how the funds I was allocating would impact my financial future. It was the seasoned advice of my experienced colleagues that nudged me to seize this benefit. As my curiosity grew, I stumbled upon invaluable resources such as the Bogleheads forum , an expansive hub for all things related to personal finance. I eagerly delved into the realm of personal finance, devouring every piece of information I could lay my hands on. I was so enticed by the potential of this idea that I made the decision to leave my position with the Wisconsin Department of Financial Institutions. My goal was to pursue a master's degree in Family Financial Planning at the University of Nebraska, and ultimately fulfill all the requirements to become a CERTIFIED FINANCIAL PLANNER®. This journey not only led me to academic success, but also provided me with a diverse work background. During this time, I gained valuable experience in various areas such as retirement planning, tax services, investment management, and workplace benefits, all of which were acquired from some of the most reputable companies in the financial services industry. When I’m not nose deep in spreadsheets, I enjoy spending time on the lake with my family, hiking, running, and cheering on our beloved Green Bay Packers. I LOVE visiting national parks. If I ever need less of an adventurous getaway, I enjoy visiting wine countries in northern California and the valleys of Northwest Oregon.

James Byrd is the sole advisor at Midwest Asset Management, Inc. in Middleton, WI, holding a Series 63 designation with 38 years of industry experience. He has worked at Midwest Asset Management since 1987. Outside of his advisory work, he has been employed part-time in the stocking department at a hardware store since 2018. Midwest Asset Management serves institutional clients, high-net-worth individuals, trusts, estates, and other financial institutions as a sub-advisor. The firm uses a quantitative, systematic approach across equity and fixed-income strategies and offers both discretionary portfolio management and project-based consulting services.

I am Sue Peck, CFP®, RLP®, CeFT®. I founded Evolution Financial to provide fee-only comprehensive financial planning and investment management for people of all backgrounds who aspire to live their best lives now and into the future. I am also a fiduciary. A fiduciary is, as defined on Investopedia: a person or organization that owes to another the duties of good faith and trust. The highest legal duty of one party to another, it also involves being bound ethically to act in the other’s best interests. Our lives can be filled with transitions, some of them involving the added complication of wealth movement. Life experiences, such as a divorce or the loss of a loved one, are filled with emotions and feelings of loss, grief, and overwhelm, and can leave one feeling unable to move forward. I’m here to listen and help sort out what next steps are needed to help you move through and forward into the life you want to live. I graduated from the University of Wisconsin-Madison with a BS in psychology, and was also a proud member of the University of Wisconsin Marching Band (Trombone). Community is important to me. I am a member of the Northside Business Association, and a board member on the Northside Planning Council. My husband Nathan and I live on the north side of Madison, Wisconsin with our Border Collie mix dogs Harley Quinn and Lydia, as well as our chickens. As a landscaper, Nathan has transformed our yard to be welcoming to pollinators such as bees and butterflies.

Michael Greiber is the principal of Greiber Capital Management, an independent firm based in Wauankee, WI. He holds Series 63 and Series 65 licenses and has nine years of industry experience. He has led Greiber Capital Management since 2016. Greiber Capital Management provides portfolio management services primarily for individual clients, with a focus on retirement assets, asset distribution, and short-term money management. The firm employs a bottom-up value investing approach combining qualitative and financial analysis, offering customized portfolios that include long and short exposures as well as derivatives and leverage.

Vincent Marchi is the sole advisor at Marchi Investments LLC in Waunakee, WI. He holds a Series 65 credential and has prior work experience at SquareTrade / Allstate Protection Plans from 2011 to 2024. Marchi Investments LLC provides investment management and financial planning services primarily to individuals and high-net-worth clients. The firm employs a combination of fundamental security analysis and modern portfolio theory, focusing on low-cost indexing and long-term strategies with periodic rebalancing and tactical adjustments.

Having spent the first decade of my career with a large wealth management firm in Seattle, I launched Kindness Financial Planning in 2021 to work with fewer clients and focus on widows, widowers, caregivers, and families affected by major health events. Their stories resonate with me because my dad was diagnosed with Stage IV Lung Cancer on July 18, 2016. He has had brain radiation, chemotherapy, and immunotherapy. We have navigated oncologists, surgeons, palliative care doctors, neurologists, endocrinologists, pain clinics, psychiatrists, social workers, pain clinics, nutritionists, and more. Since then, I’ve been drawn to people going through similar situations. I enjoy our conversations, hearing what is important, and helping them navigate the uncertainty life throws at them. Through these conversations, I have learned that when faced with loss and grief, brain fog usually takes over. What was once easy becomes challenging. Sometimes, only one person was involved in the financial decisions and the survivor needs another layer of support. I meet people where they are, listen, and organize what needs to be done to build financial security. I help people make sense of what is urgent and what can wait. Together, we’ll do tax planning, review estate plans, build customized investment portfolios to create the income they need, and more. Then, I am with them every step of the way. I graduated Summa Cum Laude from Seattle University. I hold the CERTIFIED FINANCIAL PLANNER™ designation, Chartered Life Underwriter® designation, and I am a Registered Life Planner®. Outside of work, you can find me playing tennis, running with my wife, biking, hiking, attempting to play the guitar, or cooking.

Konrad Zagzebski is a CFP® and holds a Series 66 license, currently serving as the sole advisor at ShellCrest Financial LLC with seven years of industry experience. His prior roles include positions at Capital Point Financial Group, LPL Financial, and VS Networks LLC. He is also a director of the D. Zagzebski Family Foundation. ShellCrest Financial LLC provides investment management, financial planning, and retirement plan consulting to individuals, high-net-worth clients, pension plans, charitable organizations, and businesses. The firm offers discretionary portfolio management alongside recommendations of outside managers and third-party professionals, with a focus on client-specific policies that combine passive and active investment vehicles.

Scott Nelson is the principal of Nelson Financial Services in Middleton, WI. He holds Series 65 and Series 63 licenses and has 26 years of industry experience. His prior work includes roles at NFP Retirement, Inc., WEA Member Benefits, Amerus, and Massmutual. Nelson Financial Services is an independent, state-registered investment adviser serving individual clients, including high-net-worth individuals, and retirement accounts. The firm employs a passive, long-term buy-and-hold investment approach based on asset allocation using mutual funds and ETFs, with discretionary management and regular portfolio reviews.

Rex Jones is the sole advisor at Rex Leigh Jones, an independent firm based in Madison, WI. He holds a Series 63 designation and has five years of industry experience, with his firm operating since 1996. Rex Leigh Jones provides investment advisory services to individuals, trusts, small businesses, and charitable organizations, focusing on mutual funds, ETFs, individual stocks and bonds, and fixed income securities. The firm emphasizes fundamental analysis and long-term investing, managing accounts on a non-discretionary basis with tailored solutions based on clients’ risk tolerance and objectives.

Brandon Ben Hanania is a CFP®-designated financial advisor with independent firm Spruce Hill Capital in Madison, WI. He has two years with Spruce Hill Capital and prior experience at firms including American Family Insurance and Creative Planning. Hanania holds the Series 65 and has a background that includes both insurance and asset management roles. Spruce Hill Capital serves individuals, couples, and families with tailored investment advice and discretionary portfolio management, emphasizing ETF-based portfolios and a combination of macroeconomic and technical analysis for tactical allocation. The firm offers ongoing asset management as well as standalone financial planning and hourly consulting services.

Jeremiah Olson is a financial advisor at Diamond Wealth Partners with 16 years of industry experience. He holds Series 63 and Series 65 licenses and has previously worked at firms including NYLIFE Securities LLC and Northwestern Mutual Investment Services LLC. Outside of his advisory role, he operates Papa Pals, a business assisting individuals with cleaning, errands, and laundry. Diamond Wealth Partners is an independent, single-advisor registered investment adviser serving individuals, corporations, and other advisors. The firm offers comprehensive financial planning and discretionary portfolio management, employing a personalized planning process and primarily operating through a virtual platform.

Shannon Wegner is a CFP® professional with 27 years of industry experience and has been the sole advisor at Wegner Asset Management, LLC since 1998. Based in Middleton, WI, he holds Series 63 and Series 65 licenses. Wegner Asset Management provides discretionary investment management and integrated financial planning to individuals, families, trusts, and estates, managing approximately $68 million across about 51 client relationships. The firm employs a strategic asset allocation approach focused on low-cost, passively managed ETFs and no-load mutual funds, offering fee-only services with quarterly reviews and formal ethics oversight.

R. Philip Petrowski is a CFP®-designated financial advisor with over 23 years of industry experience. He is the principal of Blackhorn Partners, where he has worked since 2026, following a 15-year tenure at Cambridge Investment Research and its affiliates. Petrowski serves as a board member of the Phi Kappa Sigma International Fraternity and its foundation. Blackhorn Partners provides ongoing portfolio management and financial planning primarily for individuals, including high-net-worth clients, and small businesses. The firm emphasizes long-term, diversified portfolios based on modern portfolio theory, utilizing mutual funds and ETFs with systematic strategies, periodic rebalancing, and regular portfolio reviews.

Craig Peterman is a CFP® and CFA® charterholder with 26 years of industry experience. He has led Prism Wealth Management since 2016 as its sole advisor. Prism Wealth Management offers investment advisory services to individuals, trusts, charitable organizations, and business entities, including fiduciary pension consulting for plan sponsors. The firm manages portfolios through its proprietary wrap fee program, utilizing a range of strategies that include derivatives and options, and provides regular reporting and compliance monitoring.

Stephen Lewis is a Series 65-licensed financial advisor with one year of industry experience. He is the sole advisor at Future First Finance, LLC in Madison, WI. Prior to founding his firm, he gained experience at Nordic Consulting, TekSystems, and Tasman Global. Future First Finance, LLC serves individual and high-net-worth clients, managing approximately $5.3 million in assets across six client relationships. The firm employs fundamental analysis, tactical asset allocation, Modern Portfolio Theory, and a formal carbon assessment in its investment approach.

As a Small Business Owner himself (and with his wife Allison being a nurse), Matt specializes in working with Small Business Owners, those in Healthcare, along with those who fall under the State of Wisconsin Retirement System (WRS) Benefit Plan. Matt's firm is fee-only, and has no investment minimum. He works virtually with clients all across the country for their financial planning needs. He holds a Bachelor's Degree in Personal Finance from the University of Wisconsin-Madison, and frequently appears at his Alma Mater as a guest lecturer in his spare time. Voted as one of Investopedia.com's Top 100 Most Influential Advisors in 2020, Matt has been quoted in serveral large publications such as The New York Times, The Wall Street Journal, Forbes, and CNBC. Matt prefers to work with fewer clients, and provide in-depth, comprehensive advice on Cash Flow Analysis, Business Planning, Investment Analysis and Management, Risk Management and Insurance, Tax Planning, and Estate Planning. He is a Certified Financial Planner (CFP®). In his spare time, he enjoys getting out on Lake Mendota and Monona, hiking the local State Parks, and enjoying a craft beer at one of Madison's many breweries. He is also a member at Door Creek Church near his home.

Gregory Jones is a financial advisor at Forward Investment Advisors, Inc. in Madison, WI, holding a Series 65 designation with 23 years of industry experience. He has been with Forward Investment Advisors since 2001. Forward Investment Advisors, Inc. provides investment management and financial planning services to individuals, pension and profit-sharing plans, trusts, estates, charitable organizations, and small businesses. The firm employs a strategic asset allocation approach using passive index funds and ETFs as core holdings, supplemented by actively managed funds and individual securities, and offers tailored discretionary advisory relationships with periodic reviews and quarterly reporting.

Kyra Thiel is a CFP® and holds a Series 65 license, with three years of experience in the financial advisory industry. She is currently with Perk Planning in Madison, WI, where she has worked since 2026, following prior roles at Savant Wealth Management and the University of Wisconsin-Madison. Perk Planning provides financial planning and investment consultation for individuals and businesses, focusing on cash flow, retirement, education, risk management, and estate planning. The firm employs a passive, long-term investment approach using diversified index funds and ETFs, operates on an hourly or fixed-fee basis without managing assets continuously or charging AUM fees, and offers public educational workshops.

Shaun Balding is a financial advisor at Wisconsin Wealth Advisors, LLC, holding a Series 65 designation with eight years of industry experience. He has been associated with Wisconsin Wealth Advisors since 2012 and operates as a sole proprietor providing fixed insurance sales. Wisconsin Wealth Advisors offers investment management and financial consulting to individuals, including high-net-worth clients, and qualified retirement plans. The firm employs both fundamental and technical analysis to build portfolios tailored to client goals, reviewing accounts quarterly and providing a range of advisory and planning services.

Robin Sherman is a Series 65-licensed financial advisor at 2nd Market Capital Advisory Corp. in Madison, WI, with 10 years of industry experience. She has been associated with 2nd Market Capital Services Corporation since 1991. Sherman serves as the Executive Director and Secretary/Treasurer of the Board of Directors for the 2nd Market Capital Economic Opportunity Foundation, a nonprofit organization. 2nd Market Capital Advisory Corporation provides discretionary portfolio management primarily to individual and high-net-worth clients, focusing on real-estate equities through fundamental analysis. The firm manages multiple account types, including a Proprietary REIT Total Return Portfolio and offers public model portfolios and market commentary.