Googins Advisors, Inc.
Data sourced from SEC public records (and other sources when available). Refreshed weekly • Updated today.
About
Googins Advisors provides discretionary portfolio management and financial planning to individuals (including high‑net‑worth clients), businesses, and institutional accounts, overseeing roughly $565.5 million in client assets. The firm offers continuous investment advice and manages a broad range of securities and pooled products, including mutual funds, individual stocks and bonds, and assets held within variable insurance or annuity subaccounts.
The firm’s investment process emphasizes fundamental, bottom‑up analysis and a generally long‑term buy‑and‑hold trading approach, with portfolio decisions made under discretionary authority for most new clients while permitting reasonable client restrictions. Fees are charged as a percentage of assets and billed quarterly in advance; custodial and execution services are provided through established custodians and platforms, and the adviser does not charge performance‑based fees.
Googins Advisors has several operational features that distinguish it from many peers: it was registered as a broker‑dealer beginning in 1983 and withdrew that registration effective June 27, 2022, and it maintains direct relationships with product sponsors (for example, direct F‑2 share arrangements and sponsor‑billing for managed variable products). In addition, certain supervised persons are insurance‑licensed and may receive insurance commissions when selling insurance products—a conflict the firm discloses and subjects to supervisory review—and the firm reports it does not receive soft‑dollar benefits and does not vote client proxies.
Client services
Expertise
Fee options
$0 - $1,000,000: 1.0% $1,000,001 - $2,000,000: 0.8% $2,000,001+: 0.6%
Insurance commissions earned by a supervised person when recommending insurance products, representing a conflict of interest
Minimum fee: Fixed quarterly fees ranging from $125 to $500 for a few long-term clients Fee-only: Investment advisory fees as percentage of AUM; fixed fees for some long-term clients; financial planning fees prepaid and partially refundable
Main office
6417 University Avenue
Middleton WI 53562
Advisors at this office
4
Most active in
Arizona · California · Colorado · Florida · Illinois · Indiana · Louisiana · Massachusetts · Michigan · Minnesota · Nebraska · North Carolina · Texas · Washington · Wisconsin
Also doing business as
Googins & Anton, Inc. · Googins & Bast, Inc. · Googins & Best, Inc. · Googins & Co., Inc. · Googins Advisors, Inc · Googins Advisors, Inc.
Disclosures
Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.
Business activities & affiliations
Is active or affiliated with:
Insurance agent
They sell insurance products and may earn commissions on those sales.
Broker-dealer / trader
They provide brokerage services and may earn transaction-based compensation in addition to advisory fees.
Is not active or affiliated with:
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Bank
They're affiliated with a bank that may offer its own financial products and services.
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Trust company
They provide trust and estate administration services, typically for separate fees.
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Fund sponsor
They manage or sponsor investment funds and may earn management or performance-based fees if clients invest in them.
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Accountant / CPA / tax prep
They offer tax and accounting services, typically for separate fees.
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Lawyer
They provide legal services, typically billed separately.
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Real estate agent
They facilitate real estate transactions and may earn commissions.
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Other specialized services
They may provide services such as pension consulting or municipal advisory work, typically for separate fees.
Quick links
Advisors at this firm
Lynne G
CFP®, Series 63, Series 65
Middleton, WI
Googins Advisors, Inc.
Lynne Goldsmith is a CFP® with 20 years of industry experience and currently serves at Googins Advisors, Inc. She previously worked at Fidelity for 10 years and MetLife Investment Fund Services LLC for one year. Outside of her advisory role, she manages an agricultural business and an online sales venture. Googins Advisors provides discretionary portfolio management and financial planning to individuals, businesses, and institutional clients, managing approximately $565.5 million in assets. The firm emphasizes fundamental, bottom-up analysis and a long-term buy-and-hold investment approach.
Dayton H
Series 65
Middleton, WI
Googins Advisors, Inc.
Dayton Hoffmann is a financial advisor at Googins Advisors, Inc. with a Series 65 credential and two years of industry experience. He has held positions at Googins Advisors since 2022, and previously worked at Belmark Inc., UW Madison Badger Market, and Flexo Imaging Inc. Googins Advisors provides discretionary portfolio management and financial planning to individuals, businesses, and institutional clients, managing approximately $565.5 million in assets. The firm emphasizes fundamental, bottom-up analysis and a long-term buy-and-hold investment approach.
Louise G
Series 63
Middleton, WI
Googins Advisors, Inc.
Louise Googins is a financial advisor at Googins Advisors, Inc. with 48 years of industry experience. She holds the Series 63 designation and has been with Googins & Co., Inc. since 1983. Googins Advisors provides discretionary portfolio management and financial planning to individuals, businesses, and institutional clients, managing approximately $565.5 million in assets. The firm uses a fundamental, bottom-up investment approach with a long-term buy-and-hold strategy and offers portfolio decisions under discretionary authority for most new clients.
Richard M
Series 63, Series 65
Middleton, WI
Googins Advisors, Inc.
Richard Martin is a financial advisor at Googins Advisors, Inc. with 23 years of industry experience. He holds Series 63 and Series 65 licenses and previously worked at Asset Allocation Strategies, LLC and GLP Investment Services. Outside of his advisory role, he co-owns Martin Hops Farm LLC, a hops farming business that supplies breweries. Googins Advisors provides discretionary portfolio management and financial planning to individuals, businesses, and institutional clients, managing approximately $565.5 million in assets. The firm emphasizes fundamental, bottom-up analysis with a long-term buy-and-hold investment approach.
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