The Top Financial Advisors in Wisconsin

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Madison Investment Advisors takes the No. 1 spot on our list of the top financial advisors in Wisconsin. The firm bears the same name as the city it's headquartered in (Madison). It's also by far the largest firm on our rankings, both in terms of assets under management (AUM) and client base. The majority of the firm's clientele are individuals, both above and below the high-net-worth mark. Other clients include charities, retirement plans, businesses, insurance companies, banks, government entities and other investment advisors.

To become a client of Madison Investment Advisors, you'll need to meet certain minimums. For individuals, $500,000 is needed for equity or fixed-income portfolio management.

As you might expect from a firm of Madison's size, its advisors hold a wide range of certifications. These include chartered financial analysts (CFA) and Certified Financial Planner™ (CFP®). Madison is a fee-only firm, meaning its advisors do not receive additional compensation for selling insurance or securities, which would constitute a conflict of interest. 

The services at Madison are extremely investment-centric. The firm specializes in portfolio strategy construction, which it does from scratch based on independent research. The firm's financial planning services comprise the review of investments, asset allocation, risk management, retirement plans, estate plans and other areas to help clients identify long-term goals, develop asset allocation plans or create lifetime income strategies.

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Annex Wealth Management, a fee-only firm based in Brookfield, serves a predominantly individual client base, with nearly twice as many non-high-net-worth clients as high-net-worth ones. In addition to individuals, the firm advises retirement plans, as well as charitable organizations, government entities and businesses.

There is no set account minimum for becoming a client of Annex Wealth. The firm's staff has a number of advisory certifications, including the Certified Financial Planner™ (CFP®), chartered financial analyst (CFA), accredited investment fiduciary (AIF) designations and more.

Rather than focus on investing, Annex takes a more holistic approach to its services. While this includes investment management, it also integrates various types of financial planning, like retirement planning, estate planning, tax planning, cash flow projections and more.

Annex Wealth Management uses a core and tactical investment approach, constructing globally diversified portfolios that combine a long-term core allocation with tactical adjustments intended to address risk and capture opportunities. The firm applies fundamental, technical and valuation analysis through a team-based process that incorporates regular investment committee discussions, third-party research and internal tools.

Portfolios may hold ETFs, equities, fixed income, mutual funds, cash, options, alternative investments and customized indexing. The composition of a portfolio will be based on each client’s objectives, risk tolerance and time horizon. The investment process includes periodic rebalancing, attention to costs and ongoing monitoring to reflect market developments and changes in client circumstances.

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Gateway Wealth Partners, doing business as Gateway Financial Partners, is a fee-based firm headquartered in Appleton, Wisconsin. The firm works with individuals, corporations and other business entities, as well as qualified retirement plans. There is no set account minimum for becoming a client of Gateway Wealth Partners.

As a fee-based firm, certain advisors at Gateway Wealth Partners can earn commissions from securities or insurance sales through LPL Financial representatives and licensed insurance agents. This can create a potential conflict of interest because advisors have a financial incentive to make certain recommendations over others. However, the firm has a fiduciary duty to act in clients’ best interests.

The firm provides financial planning and consulting, wealth management, retirement plan consulting and investment management through independent managers. Planning may address wealth building, wealth management, wealth protection, retirement and legacy distribution.

Gateway Wealth Partners generally uses long-term investment strategies built around each client’s objectives, time horizon and risk tolerance. Its approach may include fundamental analysis, technical analysis and strategic asset allocation.

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Orgel Wealth Management, the next firm in Wisconsin, is a fee-only firm, which means the entirety of its compensation comes from client-paid fees rather than outside commissions. Headquartered in Altoona, Orgel Wealth management has over $8 billion in assets under management. In most cases, prospective clients will need at least $1 million in investable assets to work with Orgel. However, the firm may be willing to reduce this requirement.

The client base at this firm mainly comprises individuals, both with and without a high net worth. Retirement plans, businesses and charities are also clients of Orgel. The team of advisors who manage these clients' funds include chartered financial analysts (CFAs), Certified Financial Planner™ (CFP®), certified investment management analysts (CIMA) and more. 

This firm divides its services between investment management and financial planning. The former involves building clients' portfolios according to their needs. On the other hand, financial planning can include tax planning, budgeting, education expense planning, retirement planning, estate planning and more.

Your advisor at Orgel Wealth Management will meet with you to discuss your goals and other factors before determining the best investment strategy for you. This can include going over your risk tolerance, time horizon, income and liquidity needs, investment preferences and more.

When it's time to invest your money, Orgel will primarily look to invest for the long term. Of course, if you have shorter-term objectives, the firm may also adjust it's overarching philosophy to fit your needs. In general, the firm invests in mutual funds, exchange-traded funds (ETFs), bonds, as well as cash. The firm may also allocate your assets to individual stocks and private investments, such as private debt, private equity, hedge funds, and real estate investment trusts. Investment decisions are not limited to any specific security or product. 

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Johnson Wealth Inc. is the runner-up on our list but is our No. 1 firm in Milwaukee. This fee-based firm typically recommends that clients have a minimum of $1 million to invest, but will set up a separately managed account for clients with $200,000. The firm works with individuals, high-net-worth individuals, trusts, charitable organizations, government entities, other investment advisors, corporations and businesses.

As a fee-based firm, certain advisors at Johnson Wealth or its affiliate, Johnson Bank, receive referral fees and/or compensation for referring clients between the two entities. This can create a conflict of interest because advisors have a financial incentive to make certain recommendations over others. However, the firm has a fiduciary duty to always act in its client's best interests. 

Investment management remains the primary service offered at Johnson Wealth. It does this on both a discretionary and non-discretionary basis. The firm also provides retirement planning services to airline pilots and other individuals through their respective companies' 401(k) plans. 

Johnson Wealth uses a long-term, asset-allocation-driven investment approach tailored to each client’s objectives, risk tolerance and financial circumstances. The firm combines quantitative and qualitative analysis to select managers, funds and securities, emphasizing adherence to clear strategies and disciplined processes. Portfolios may include mutual funds, exchange-traded funds (ETFs), individual stocks and fixed income. The firm may also provide advice on various alternative investments like private equity, private credit, hedge funds, commodities, real estate investment trusts and master limited partnerships.

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In order to become a client of Rhinelander-based Heck Capital Advisors, you'll need at least $1 million in investable assets. This minimum is negotiable though, which is why the firm technically works with more individual clients below the high-net-worth threshold than those above it. Charities, banking institutions, retirement plans and businesses round out the rest of Heck's client base.

The firm's team of on-staff advisors holds a variety of professional certifications, like the Certified Financial Planner™ (CFP®), certified investment management analyst (CIMA), accredited investment fiduciary (AIF), chartered financial consultant (ChFC), chartered financial analyst (CFA) designations and more.

Heck Capital Advisors builds clients' portfolios based on what's important to them. For example, the firm will take into account both your long- and short-term goals, such as retirement or saving up for a house, respectively. Beyond that, the firm will incorporate your risk tolerance, time horizon, income needs and more into the exact investments that are made in your name.

Once the above factors are clear, your advisor will formulate an asset allocation for your portfolio. This will dictate what types of investments your portfolio will comprise, with specific choices being made due to their inherent risks and return upsides.

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Nicolet Wealth Management, a fee-based firm located in Green Bay, is the next practice on our list of the top firms in the state of Wisconsin. The firm primarily serves individuals and high-net-worth individuals through a wrap fee program, but also works with charitable organizations, government entities, corporations and businesses. 

Nicolet does not impose a minimum portfolio value for clients, but it recommends those with under $250,000 to invest enroll in its Select Service Team program. These clients receive personalized, goal-based investment strategies with automated portfolio management but limited advisor contact. Select Services Team fees are lower, making it a more cost-efficient alternative to traditional advisory services for clients who are still building their wealth.

The Nicolet team includes advisors with a variety of professional certifications, including the chartered financial analyst (CFA), Certified Financial Planner™ (CFP®), accredited investment fiduciary (AIF) designations, among others. However, as a fee-based firm, advisors aren't compensated solely by the fees that advisory clients pay. Instead, some advisors also earn commissions for selling insurance or securities, which can lead to a conflict of interest. Then again, the firm is a fiduciary and is legally obligated to act in your best interests. 

Nicolet typically manages client assets on a discretionary basis, meaning its advisors have control over the trades and transactions made within a client's account. The firm primarily allocates client assets to mutual funds, exchange-traded funds (ETFs) and individual debt securities. Advisors may employ a number of strategies when managing client accounts, including strategic risk-based asset allocation, active risk-based asset allocation and strategic targeted objectives. These strategies involve a combination of passively and actively managed funds. 

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N.E.W. Advisory Services, LLC, which does business as Northright Financial, is a fee-based advisory firm based in De Pere. The firm serves individuals and families, including both high-net-worth and non-high-net-worth clients. It also works with trusts, estates, foundations and company retirement plans. There is no set account minimum for becoming a client of Northright Financial. 

The firm provides asset management, financial planning, 401(k) advisory services and retirement plan consulting. Financial planning may cover tax and cash flow planning, retirement planning, investment planning, estate planning, insurance needs and other personal financial topics.

Northright Financial generally builds model portfolios with asset allocations customized to a client’s goals, risk tolerance and financial situation. Its analysis may include economic, fundamental and technical research, as well as trend analysis. Portfolios primarily use mutual funds and exchange-traded funds (ETFs), though the firm may also use stocks, bonds and options when appropriate.

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North Star Asset Management in Neenah has a client base made up primarily of individuals, including those with a high net worth. The firm also works with retirement plans and charitable organizations. North Star doesn't have a minimum needed to access its services, which makes it technically accessible to anyone. However, the firm does generally charge a minimum annual fee of $6,000 for investment advisory services.

This fee-only firm has a sizable team of advisors. These advisors hold various professional certifications, including the chartered financial analyst (CFA), certified public accountant (CPA) and Certified Financial Planner™ (CFP®) designations. The firm personalizes its portfolio and financial plans according to your and your family's individual needs. Financial planning can cover retirement planning, cash flow projections, charitable gift planning, tax reporting and more.

As we stated above, North Star will build an investment portfolio plan specifically for you. This involves meeting with your advisor and discussing your plans for the future, as well as what assets you currently have available to you. Based on these findings, you and your advisor will agree on a time horizon, risk tolerance and other factors, which will dictate your portfolio's construction.

This firm has a wide range of potential securities it's willing to consider for clients' portfolios. These include common and preferred individual stocks, ETFs, mutual funds, municipal bonds, corporate bonds, money market funds, options, certificates of deposit (CDs) and U.S. government bonds.

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Drake & Associates, a fee-based firm based in Waukesha, primarily serves individuals and high-net-worth individuals. The firm focuses on clients planning for or approaching retirement. In most cases, prospective clients will need at least $250,000 in assets to work with Drake & Associates. However, the firm may be willing to waive this requirement based on the client’s needs and the complexity of the situation. 

The firm offers investment supervisory services, financial planning, retirement planning, wealth management, tax-related planning support, insurance product recommendations, cash management access through Flourish Cash and referrals to third-party investment advisers. Financial planning can include investment planning, retirement planning, life insurance and annuities, tax concerns, college planning and debt or credit planning.

Drake & Associates uses a top-down, fundamentally based investment process built around asset allocation model portfolios. The firm generally diversifies portfolios across and within asset classes. Portfolios may include ETF-based strategies, income-oriented models, growth models and other model portfolios provided in part by LSA Portfolio Analytics. Accounts may be rebalanced when allocations move significantly away from target weights.