CFP®-certified, factor investing / smart beta financial advisors in Waukesha, WI
The right financial advisor for you depends on how you weigh location, expertise, experience, the clients they typically serve, and how they work with you.
If you want to use factor investing or smart beta strategies, you likely seek to improve returns by targeting specific investment drivers like value or momentum. Without a specialist, you might end up with a generic portfolio that misses these nuanced factors or applies them incorrectly. CFP® certification means these advisors have formal training in financial planning, which supports integrating factor strategies into your broader plan.
- Factor selection clarity. Ask how they choose which factors to emphasize and why those fit your goals.
- Smart beta implementation. Confirm whether they use ETFs, mutual funds, or custom portfolios to capture factor exposures.
- Risk management approach. Understand how they balance factor tilts with overall portfolio risk and diversification.
- Performance attribution. See if they can explain how factor returns contributed to your portfolio over time, not just overall gains.
Here are top matches to get you started. Review each profile to compare experience, credentials, and approach.
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Kelly L
CFP®, Series 63, Series 66
Pewaukee, WI
Wealth Enhancement Advisory Services, LLC
Kelly Lagore's CFP® certification and 11 years of experience equip her to integrate factor investing and smart beta strategies effectively within comprehensive financial plans. Operating from a large SEC-registered firm, she offers a blend of passive and active management with strategic asset allocation, serving diverse clients including business owners and Baby Boomers, and provides flexible fee options including flat fees and hourly consulting.
Experience: 11 years
Avg account: $1,378,035
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Carl S
CFP®, Series 66
Brookfield, WI
Associated Investment Services, Inc.
Carl Sellen's 21 years of experience and CFP® certification equip him to integrate factor investing and smart beta strategies effectively within comprehensive financial plans. Operating from Brookfield, WI, he offers a fee structure between 1.42% and 1.81% AUM and serves individual investors and small entities through Associated Investment Services, Inc., emphasizing both active portfolio management and tax-loss harvesting.
Experience: 22 years
Avg account: $303,096
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Nicholas Z
CFP®, CFA®, Series 63
Pewaukee, WI
Shakespeare Wealth Management, LLC
Nicholas Ziarek offers expertise in factor investing and smart beta strategies, supported by his CFP® and CFA® designations and 13 years of experience. Based in Pewaukee, WI, he works at Shakespeare Wealth Management, a firm managing over $512 million with a focus on diversified mutual funds and ETFs, charging a 1.5% AUM fee, which may appeal to high-net-worth clients seeking independent advice.
Experience: 14 years
Avg account: $2,047,237
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Scott W
CFP®, Series 65
Pewaukee, WI
Fortress Planning Group
Scott Wellens, based in nearby Pewaukee, WI, is CFP®-certified and specializes in factor investing and smart beta strategies, making him well-suited for clients seeking targeted investment drivers. His firm, Fortress Planning Group, employs a four-step consultative process and constructs diversified portfolios using mutual funds and ETFs, charging a 0.95% AUM fee, which may appeal to individual and high-net-worth clients valuing academic research and Modern Portfolio Theory.
Experience: 15 years
Avg account: $1,220,130
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