{
  "path": "/advisors/wi/madison",
  "url": "https://advisorcensus.com/advisors/wi/madison/page/2",
  "page_type": "metro",
  "title": "Financial advisors in Madison, WI",
  "filters": {},
  "scope_total": 77,
  "faq": [
    {
      "q": "How many financial advisory firms are there in Madison, WI?",
      "a": "AdvisorCensus lists 77 investment advisory firms with a principal office in the Madison metro area, from Form ADV filings as of October 2026: 39 SEC-registered, 25 state-registered, and 13 exempt reporting advisers. Firms may request removal, so the count can differ slightly from the number of firms that file Form ADV."
    },
    {
      "q": "How many fee-only financial advisors are in Madison, WI?",
      "a": "22 of the 77 firms meet AdvisorCensus's fee-only test: paid only by a percentage of assets, hourly charges, fixed fees, or subscription fees on Form ADV Item 5.E (no commissions, performance-based fees, or other compensation), with no sales-related compensation ties in the same filing: no employee registered with a broker-dealer or licensed as an insurance agent (Item 5.B), no brokerage, insurance, real estate, or other product sales business (Item 6.A), no related broker-dealer, insurance company, real estate broker, or futures commission merchant (Item 7.A), and no referral fees from others or other sales interest (Item 8). Form ADV has no fee-only box, so this is derived from the filing; it is not a fee-only certification, and a firm's own page lists its compensation arrangements as filed."
    },
    {
      "q": "How many financial advisors in Madison, WI offer financial planning?",
      "a": "52 of the 64 firms in Madison, WI that answer Form ADV Item 5.G, which asks what advisory services a firm provides, report financial planning services, as of October 2026. Exempt reporting advisers do not answer Item 5.G. Each firm page lists every advisory service the firm reports."
    },
    {
      "q": "Are the financial advisors in Madison, WI fiduciaries?",
      "a": "Every firm on this page is an investment adviser that files Form ADV, and an investment adviser owes its clients a fiduciary duty under federal law, made up of a duty of care and a duty of loyalty: it must act in the client's best interest and not put its own interests ahead of the client's, and must eliminate its conflicts of interest or disclose them fully and fairly. Form ADV has no fiduciary box because the duty comes with being an investment adviser. The duty covers the firm's advice; a firm or its people may also sell securities through a broker-dealer or insurance as licensed agents, roles held to other standards. The 22 firms that meet AdvisorCensus's fee-only test report none of those sales ties."
    },
    {
      "q": "How do I check whether a financial advisor has disciplinary disclosures?",
      "a": "Each firm page shows how many Form ADV Item 11 disciplinary questions the firm answered yes and links to the firm's record on the SEC's Investment Adviser Public Disclosure site (adviserinfo.sec.gov), where the detail of each disclosure is public. Individual advisers' records are on the same site and on FINRA BrokerCheck."
    },
    {
      "q": "Does AdvisorCensus rate, verify, or recommend these firms?",
      "a": "No. The directory shows what each firm filed, in alphabetical order unless you choose another sort, and no firm's position depends on payment. Firms that claim their page can add a description and links, marked as provided by the firm; the filed facts are never changed by that content."
    },
    {
      "q": "What does regulatory assets under management mean?",
      "a": "Regulatory assets under management (RAUM) is the figure a firm reports on Form ADV Item 5.F: the securities portfolios it provides continuous and regular supervisory or management services for, at market value, including assets managed without discretion. It measures scale, not performance or quality."
    }
  ],
  "period": "2026-10-01",
  "answer_paragraph": "AdvisorCensus lists 77 investment advisory firms with a principal office in the Madison metro area, drawn from Form ADV filings as of October 2026. Firms are listed alphabetically; sort by years registered or assets band using the controls below. Firms may request removal from the directory, so this count can differ from the number of firms that file Form ADV.",
  "about_market": "Madison has 77 investment advisory firms with a principal office in the metro area as of October 2026: 39 SEC-registered, 25 state-registered, and 13 exempt reporting advisers. 22 of them meet AdvisorCensus's fee-only test (paid only by client fees, with no sales-related compensation ties such as an employee registered with a broker-dealer or licensed as an insurance agent), and 21 report under $100 million in regulatory assets under management. The metro area has 301,580 households, 40,613 of them with income of $200,000 or more, or 527 such households for each firm (Census Bureau, American Community Survey 2020–2024 5-year estimates).",
  "citation": "AdvisorCensus. Financial advisors in Madison, WI: 77 firms from Form ADV filings as of October 2026.",
  "total_firms": 77,
  "page": 2,
  "total_pages": 2,
  "sort": "name",
  "registration_types": {
    "sec": 39,
    "state": 25,
    "exempt": 13
  },
  "fee_model_mix": [
    {
      "code": "fee-only",
      "count": 22
    },
    {
      "code": "percentage_of_aum",
      "count": 61
    },
    {
      "code": "hourly",
      "count": 30
    },
    {
      "code": "subscription",
      "count": 1
    },
    {
      "code": "fixed",
      "count": 42
    },
    {
      "code": "commissions",
      "count": 3
    },
    {
      "code": "performance_based",
      "count": 2
    },
    {
      "code": "other",
      "count": 8
    },
    {
      "code": "not_reported",
      "count": 13
    }
  ],
  "years_registered_distribution": [
    {
      "code": "under_5",
      "count": 31
    },
    {
      "code": "5_to_9",
      "count": 20
    },
    {
      "code": "10_to_19",
      "count": 13
    },
    {
      "code": "20_plus",
      "count": 12
    },
    {
      "code": "not_reported",
      "count": 1
    }
  ],
  "raum_band_distribution": [
    {
      "code": "under_25m",
      "count": 8
    },
    {
      "code": "25m_100m",
      "count": 13
    },
    {
      "code": "100m_500m",
      "count": 21
    },
    {
      "code": "500m_1b",
      "count": 7
    },
    {
      "code": "1b_5b",
      "count": 8
    },
    {
      "code": "over_5b",
      "count": 4
    },
    {
      "code": "not_reported",
      "count": 16
    }
  ],
  "firms": [
    {
      "crd_number": 166369,
      "name": "Perk Planning",
      "name_as_filed": "PERK PLANNING",
      "url": "https://advisorcensus.com/firm/perk-planning-madison-wi-166369",
      "city": "Madison",
      "state": "WI",
      "years_registered": 13,
      "raum_band": "not_reported",
      "compensation_types": [
        "hourly",
        "fixed"
      ],
      "enhanced": false
    },
    {
      "crd_number": 310316,
      "name": "PMMSF Partners, LLC",
      "name_as_filed": "PMMSF PARTNERS, LLC",
      "url": "https://advisorcensus.com/firm/pmmsf-partners-llc-madison-wi-310316",
      "city": "Madison",
      "state": "WI",
      "years_registered": 6,
      "raum_band": "under_25m",
      "compensation_types": [
        "percentage_of_aum",
        "performance_based"
      ],
      "enhanced": false
    },
    {
      "crd_number": 131668,
      "name": "Poehling Capital Management, Inc.",
      "name_as_filed": "POEHLING CAPITAL MANAGEMENT, INC.",
      "url": "https://advisorcensus.com/firm/poehling-capital-management-inc-madison-wi-131668",
      "city": "Madison",
      "state": "WI",
      "years_registered": 22,
      "raum_band": "500m_1b",
      "compensation_types": [
        "percentage_of_aum",
        "hourly",
        "commissions"
      ],
      "enhanced": false
    },
    {
      "crd_number": 281702,
      "name": "Prism Wealth Management",
      "name_as_filed": "PRISM WEALTH MANAGEMENT",
      "url": "https://advisorcensus.com/firm/prism-wealth-management-middleton-wi-281702",
      "city": "Middleton",
      "state": "WI",
      "years_registered": 10,
      "raum_band": "25m_100m",
      "compensation_types": [
        "percentage_of_aum"
      ],
      "enhanced": false
    },
    {
      "crd_number": 298451,
      "name": "Resonant Capital Advisors, LLC",
      "name_as_filed": "RESONANT CAPITAL ADVISORS, LLC",
      "url": "https://advisorcensus.com/firm/resonant-capital-advisors-llc-madison-wi-298451",
      "city": "Madison",
      "state": "WI",
      "years_registered": 8,
      "raum_band": "1b_5b",
      "compensation_types": [
        "percentage_of_aum",
        "hourly",
        "fixed"
      ],
      "enhanced": false
    },
    {
      "crd_number": 330113,
      "name": "Retirement Income Planning LLC",
      "name_as_filed": "RETIREMENT INCOME PLANNING LLC",
      "url": "https://advisorcensus.com/firm/retirement-income-planning-llc-madison-wi-330113",
      "city": "Madison",
      "state": "WI",
      "years_registered": 2,
      "raum_band": "25m_100m",
      "compensation_types": [
        "percentage_of_aum",
        "fixed"
      ],
      "enhanced": false
    },
    {
      "crd_number": 113117,
      "name": "REX Leigh Jones",
      "name_as_filed": "REX LEIGH JONES",
      "url": "https://advisorcensus.com/firm/rex-leigh-jones-madison-wi-113117",
      "city": "Madison",
      "state": "WI",
      "years_registered": 30,
      "raum_band": "25m_100m",
      "compensation_types": [
        "percentage_of_aum"
      ],
      "enhanced": false
    },
    {
      "crd_number": 306103,
      "name": "Rock River Capital Partners, LLC",
      "name_as_filed": "ROCK RIVER CAPITAL PARTNERS, LLC",
      "url": "https://advisorcensus.com/firm/rock-river-capital-partners-llc-madison-wi-306103",
      "city": "Madison",
      "state": "WI",
      "years_registered": 6,
      "raum_band": "not_reported",
      "compensation_types": [],
      "enhanced": false
    },
    {
      "crd_number": 304422,
      "name": "Ronald L Perkins DBA Perkins Financial",
      "name_as_filed": "RONALD L PERKINS DBA PERKINS FINANCIAL",
      "url": "https://advisorcensus.com/firm/ronald-l-perkins-dba-perkins-financial-madison-wi-304422",
      "city": "Madison",
      "state": "WI",
      "years_registered": 7,
      "raum_band": "under_25m",
      "compensation_types": [
        "percentage_of_aum"
      ],
      "enhanced": false
    },
    {
      "crd_number": 332935,
      "name": "Ruthless for Good, LLC",
      "name_as_filed": "RUTHLESS FOR GOOD, LLC",
      "url": "https://advisorcensus.com/firm/ruthless-for-good-llc-madison-wi-332935",
      "city": "Madison",
      "state": "WI",
      "years_registered": 0,
      "raum_band": "not_reported",
      "compensation_types": [],
      "enhanced": false
    },
    {
      "crd_number": 338121,
      "name": "Sentinel Advisory Group, LLC",
      "name_as_filed": "SENTINEL ADVISORY GROUP, LLC",
      "url": "https://advisorcensus.com/firm/sentinel-advisory-group-llc-middleton-wi-338121",
      "city": "Middleton",
      "state": "WI",
      "years_registered": 0,
      "raum_band": "100m_500m",
      "compensation_types": [
        "percentage_of_aum",
        "fixed"
      ],
      "enhanced": false
    },
    {
      "crd_number": 340316,
      "name": "Shellcrest Financial LLC",
      "name_as_filed": "SHELLCREST FINANCIAL LLC",
      "url": "https://advisorcensus.com/firm/shellcrest-financial-llc-middleton-wi-340316",
      "city": "Middleton",
      "state": "WI",
      "years_registered": 0,
      "raum_band": "under_25m",
      "compensation_types": [
        "percentage_of_aum",
        "hourly",
        "fixed"
      ],
      "enhanced": false
    },
    {
      "crd_number": 125081,
      "name": "Sycamore Investment Consulting Services, LLC",
      "name_as_filed": "SYCAMORE INVESTMENT CONSULTING SERVICES, LLC",
      "url": "https://advisorcensus.com/firm/sycamore-investment-consulting-services-llc-madison-wi-125081",
      "city": "Madison",
      "state": "WI",
      "years_registered": 0,
      "raum_band": "100m_500m",
      "compensation_types": [
        "percentage_of_aum",
        "hourly",
        "fixed"
      ],
      "enhanced": false
    },
    {
      "crd_number": 174970,
      "name": "T. Anton Investment House, Inc.",
      "name_as_filed": "T. ANTON INVESTMENT HOUSE, INC.",
      "url": "https://advisorcensus.com/firm/t-anton-investment-house-inc-madison-wi-174970",
      "city": "Madison",
      "state": "WI",
      "years_registered": 9,
      "raum_band": "100m_500m",
      "compensation_types": [
        "percentage_of_aum"
      ],
      "enhanced": false
    },
    {
      "crd_number": 129609,
      "name": "Thompson Investment Management, Inc.",
      "name_as_filed": "THOMPSON INVESTMENT MANAGEMENT, INC.",
      "url": "https://advisorcensus.com/firm/thompson-investment-management-inc-madison-wi-129609",
      "city": "Madison",
      "state": "WI",
      "years_registered": 22,
      "raum_band": "1b_5b",
      "compensation_types": [
        "percentage_of_aum",
        "fixed"
      ],
      "enhanced": false
    },
    {
      "crd_number": 115924,
      "name": "Trinity Financial Planning",
      "name_as_filed": "TRINITY FINANCIAL PLANNING",
      "url": "https://advisorcensus.com/firm/trinity-financial-planning-middleton-wi-115924",
      "city": "Middleton",
      "state": "WI",
      "years_registered": 24,
      "raum_band": "100m_500m",
      "compensation_types": [
        "percentage_of_aum",
        "fixed"
      ],
      "enhanced": false
    },
    {
      "crd_number": 105960,
      "name": "Trustage Investment Management",
      "name_as_filed": "TRUSTAGE INVESTMENT MANAGEMENT",
      "url": "https://advisorcensus.com/firm/trustage-investment-management-madison-wi-105960",
      "city": "Madison",
      "state": "WI",
      "years_registered": 43,
      "raum_band": "over_5b",
      "compensation_types": [
        "percentage_of_aum",
        "fixed",
        "other"
      ],
      "enhanced": false
    },
    {
      "crd_number": 163693,
      "name": "Venture Investors LLC",
      "name_as_filed": "VENTURE INVESTORS LLC",
      "url": "https://advisorcensus.com/firm/venture-investors-llc-madison-wi-163693",
      "city": "Madison",
      "state": "WI",
      "years_registered": 14,
      "raum_band": "not_reported",
      "compensation_types": [],
      "enhanced": false
    },
    {
      "crd_number": 160109,
      "name": "Walkner Condon Financial Advisors LLC",
      "name_as_filed": "WALKNER CONDON FINANCIAL ADVISORS LLC",
      "url": "https://advisorcensus.com/firm/walkner-condon-financial-advisors-llc-verona-wi-160109",
      "city": "Verona",
      "state": "WI",
      "years_registered": 7,
      "raum_band": "1b_5b",
      "compensation_types": [
        "percentage_of_aum",
        "fixed"
      ],
      "enhanced": false
    },
    {
      "crd_number": 333435,
      "name": "Walleye Partners LLC",
      "name_as_filed": "WALLEYE PARTNERS LLC",
      "url": "https://advisorcensus.com/firm/walleye-partners-llc-madison-wi-333435",
      "city": "Madison",
      "state": "WI",
      "years_registered": 1,
      "raum_band": "100m_500m",
      "compensation_types": [
        "percentage_of_aum"
      ],
      "enhanced": false
    },
    {
      "crd_number": 144919,
      "name": "WEA Financial Advisors, Inc.",
      "name_as_filed": "WEA FINANCIAL ADVISORS, INC.",
      "url": "https://advisorcensus.com/firm/wea-financial-advisors-inc-madison-wi-144919",
      "city": "Madison",
      "state": "WI",
      "years_registered": 6,
      "raum_band": "500m_1b",
      "compensation_types": [
        "percentage_of_aum",
        "hourly"
      ],
      "enhanced": false
    },
    {
      "crd_number": 156476,
      "name": "Wisco Investment Management LLC",
      "name_as_filed": "WISCO INVESTMENT MANAGEMENT LLC",
      "url": "https://advisorcensus.com/firm/wisco-investment-management-llc-madison-wi-156476",
      "city": "Madison",
      "state": "WI",
      "years_registered": 15,
      "raum_band": "25m_100m",
      "compensation_types": [
        "percentage_of_aum",
        "fixed"
      ],
      "enhanced": false
    },
    {
      "crd_number": 110394,
      "name": "Wisconsin Capital Management, LLC",
      "name_as_filed": "WISCONSIN CAPITAL MANAGEMENT, LLC",
      "url": "https://advisorcensus.com/firm/wisconsin-capital-management-llc-madison-wi-110394",
      "city": "Madison",
      "state": "WI",
      "years_registered": 29,
      "raum_band": "100m_500m",
      "compensation_types": [
        "percentage_of_aum"
      ],
      "enhanced": false
    },
    {
      "crd_number": 145946,
      "name": "Wisconsin Wealth Advisors, LLC",
      "name_as_filed": "WISCONSIN WEALTH ADVISORS, LLC",
      "url": "https://advisorcensus.com/firm/wisconsin-wealth-advisors-llc-sun-prairie-wi-145946",
      "city": "Sun Prairie",
      "state": "WI",
      "years_registered": 1,
      "raum_band": "100m_500m",
      "compensation_types": [
        "percentage_of_aum",
        "hourly",
        "fixed"
      ],
      "enhanced": false
    },
    {
      "crd_number": 310946,
      "name": "Wismed Financial, Inc.",
      "name_as_filed": "WISMED FINANCIAL, INC.",
      "url": "https://advisorcensus.com/firm/wismed-financial-inc-fitchburg-wi-310946",
      "city": "Fitchburg",
      "state": "WI",
      "years_registered": 5,
      "raum_band": "25m_100m",
      "compensation_types": [
        "percentage_of_aum",
        "hourly",
        "fixed"
      ],
      "enhanced": false
    },
    {
      "crd_number": 326769,
      "name": "Wullschleger Group",
      "name_as_filed": "WULLSCHLEGER GROUP",
      "url": "https://advisorcensus.com/firm/wullschleger-group-madison-wi-326769",
      "city": "Madison",
      "state": "WI",
      "years_registered": 3,
      "raum_band": "under_25m",
      "compensation_types": [
        "percentage_of_aum"
      ],
      "enhanced": false
    },
    {
      "crd_number": 168325,
      "name": "Yahara Wealth Management LLC",
      "name_as_filed": "YAHARA WEALTH MANAGEMENT LLC",
      "url": "https://advisorcensus.com/firm/yahara-wealth-management-llc-madison-wi-168325",
      "city": "Madison",
      "state": "WI",
      "years_registered": 0,
      "raum_band": "100m_500m",
      "compensation_types": [
        "percentage_of_aum",
        "hourly",
        "fixed"
      ],
      "enhanced": false
    }
  ],
  "states": [],
  "metros": [],
  "siblings": {
    "national": "/advisors",
    "state": {
      "path": "/advisors/wi",
      "label": "Financial advisors in Wisconsin"
    },
    "metro": {
      "path": "/advisors/wi/madison",
      "label": "Financial advisors in Madison, WI"
    },
    "city_pages": [
      {
        "path": "/advisors/wi/madison/middleton",
        "label": "Financial advisors in Middleton, WI",
        "firm_count": 10
      }
    ],
    "fee_pages": [
      {
        "path": "/advisors/wi/madison/fee-only",
        "label": "Fee-only financial advisors in Madison, WI",
        "firm_count": 22
      },
      {
        "path": "/advisors/wi/madison/flat-fee",
        "label": "Flat-fee financial advisors in Madison, WI",
        "firm_count": 42
      },
      {
        "path": "/advisors/wi/madison/hourly",
        "label": "Hourly financial advisors in Madison, WI",
        "firm_count": 30
      }
    ],
    "niche_pages": []
  },
  "csv": "https://advisorcensus.com/advisors/wi/madison.csv",
  "source": {
    "name": "Form ADV",
    "as_of": "2026-10-01",
    "operator": "BH Monitor Services, LLC",
    "license": "https://creativecommons.org/licenses/by/4.0/",
    "credit": "AdvisorCensus (advisorcensus.com), from SEC Form ADV data"
  }
}