# Financial advisors in Madison, WI

> 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.

Source: Form ADV filings as of October 2026. Rebuilt monthly. HTML page: https://advisorcensus.com/advisors/wi/madison/page/2

## At a glance

- Investment advisory firms: 77
- Registration: SEC-registered investment adviser: 39, State-registered investment adviser: 25, Exempt reporting adviser: 13
- How firms are compensated (Form ADV Item 5.E; shares of the firms that file it): Fee-only (AdvisorCensus test) 22 (34%); Percentage of assets 61 (95%); Hourly charges 30 (47%); Subscription fees (newsletter or periodical) 1 (2%); Fixed fees 42 (66%); Commissions 3 (5%); Performance-based fees 2 (3%); Other 8 (13%); No compensation arrangements reported 13
- Regulatory assets under management (Item 5.F): Under $25 million 8 (10%); $25 million to $100 million 13 (17%); $100 million to $500 million 21 (27%); $500 million to $1 billion 7 (9%); $1 billion to $5 billion 8 (10%); Over $5 billion 4 (5%); Not reported 16 (21%)
- Years registered: Under 5 years 31 (40%); 5 to 9 years 20 (26%); 10 to 19 years 13 (17%); 20 years or more 12 (16%); Not reported 1 (1%)

## Firms (page 2 of 2, 51 to 77 of 77, sorted by name)

| Firm | CRD | City | Registration | Assets band | Years registered | Compensation |
| --- | --- | --- | --- | --- | --- | --- |
| [Perk Planning](https://advisorcensus.com/firm/perk-planning-madison-wi-166369) ([md](https://advisorcensus.com/firm/perk-planning-madison-wi-166369.md)) | 166369 | Madison, WI | State-registered investment adviser | Not reported | 13 | Hourly, Fixed fee |
| [PMMSF Partners, LLC](https://advisorcensus.com/firm/pmmsf-partners-llc-madison-wi-310316) ([md](https://advisorcensus.com/firm/pmmsf-partners-llc-madison-wi-310316.md)) | 310316 | Madison, WI | State-registered investment adviser | Under $25 million | 6 | % of assets, Performance fee |
| [Poehling Capital Management, Inc.](https://advisorcensus.com/firm/poehling-capital-management-inc-madison-wi-131668) ([md](https://advisorcensus.com/firm/poehling-capital-management-inc-madison-wi-131668.md)) | 131668 | Madison, WI | SEC-registered investment adviser | $500 million to $1 billion | 22 | % of assets, Hourly, Commissions |
| [Prism Wealth Management](https://advisorcensus.com/firm/prism-wealth-management-middleton-wi-281702) ([md](https://advisorcensus.com/firm/prism-wealth-management-middleton-wi-281702.md)) | 281702 | Middleton, WI | State-registered investment adviser | $25 million to $100 million | 10 | % of assets |
| [Resonant Capital Advisors, LLC](https://advisorcensus.com/firm/resonant-capital-advisors-llc-madison-wi-298451) ([md](https://advisorcensus.com/firm/resonant-capital-advisors-llc-madison-wi-298451.md)) | 298451 | Madison, WI | SEC-registered investment adviser | $1 billion to $5 billion | 8 | % of assets, Hourly, Fixed fee |
| [Retirement Income Planning LLC](https://advisorcensus.com/firm/retirement-income-planning-llc-madison-wi-330113) ([md](https://advisorcensus.com/firm/retirement-income-planning-llc-madison-wi-330113.md)) | 330113 | Madison, WI | State-registered investment adviser | $25 million to $100 million | 2 | % of assets, Fixed fee |
| [REX Leigh Jones](https://advisorcensus.com/firm/rex-leigh-jones-madison-wi-113117) ([md](https://advisorcensus.com/firm/rex-leigh-jones-madison-wi-113117.md)) | 113117 | Madison, WI | State-registered investment adviser | $25 million to $100 million | 30 | % of assets |
| [Rock River Capital Partners, LLC](https://advisorcensus.com/firm/rock-river-capital-partners-llc-madison-wi-306103) ([md](https://advisorcensus.com/firm/rock-river-capital-partners-llc-madison-wi-306103.md)) | 306103 | Madison, WI | Exempt reporting adviser | Not reported | 6 | Not reported |
| [Ronald L Perkins DBA Perkins Financial](https://advisorcensus.com/firm/ronald-l-perkins-dba-perkins-financial-madison-wi-304422) ([md](https://advisorcensus.com/firm/ronald-l-perkins-dba-perkins-financial-madison-wi-304422.md)) | 304422 | Madison, WI | State-registered investment adviser | Under $25 million | 7 | % of assets |
| [Ruthless for Good, LLC](https://advisorcensus.com/firm/ruthless-for-good-llc-madison-wi-332935) ([md](https://advisorcensus.com/firm/ruthless-for-good-llc-madison-wi-332935.md)) | 332935 | Madison, WI | Exempt reporting adviser | Not reported | 0 | Not reported |
| [Sentinel Advisory Group, LLC](https://advisorcensus.com/firm/sentinel-advisory-group-llc-middleton-wi-338121) ([md](https://advisorcensus.com/firm/sentinel-advisory-group-llc-middleton-wi-338121.md)) | 338121 | Middleton, WI | SEC-registered investment adviser | $100 million to $500 million | 0 | % of assets, Fixed fee |
| [Shellcrest Financial LLC](https://advisorcensus.com/firm/shellcrest-financial-llc-middleton-wi-340316) ([md](https://advisorcensus.com/firm/shellcrest-financial-llc-middleton-wi-340316.md)) | 340316 | Middleton, WI | State-registered investment adviser | Under $25 million | 0 | % of assets, Hourly, Fixed fee |
| [Sycamore Investment Consulting Services, LLC](https://advisorcensus.com/firm/sycamore-investment-consulting-services-llc-madison-wi-125081) ([md](https://advisorcensus.com/firm/sycamore-investment-consulting-services-llc-madison-wi-125081.md)) | 125081 | Madison, WI | SEC-registered investment adviser | $100 million to $500 million | 0 | % of assets, Hourly, Fixed fee |
| [T. Anton Investment House, Inc.](https://advisorcensus.com/firm/t-anton-investment-house-inc-madison-wi-174970) ([md](https://advisorcensus.com/firm/t-anton-investment-house-inc-madison-wi-174970.md)) | 174970 | Madison, WI | SEC-registered investment adviser | $100 million to $500 million | 9 | % of assets |
| [Thompson Investment Management, Inc.](https://advisorcensus.com/firm/thompson-investment-management-inc-madison-wi-129609) ([md](https://advisorcensus.com/firm/thompson-investment-management-inc-madison-wi-129609.md)) | 129609 | Madison, WI | SEC-registered investment adviser | $1 billion to $5 billion | 22 | % of assets, Fixed fee |
| [Trinity Financial Planning](https://advisorcensus.com/firm/trinity-financial-planning-middleton-wi-115924) ([md](https://advisorcensus.com/firm/trinity-financial-planning-middleton-wi-115924.md)) | 115924 | Middleton, WI | State-registered investment adviser | $100 million to $500 million | 24 | % of assets, Fixed fee |
| [Trustage Investment Management](https://advisorcensus.com/firm/trustage-investment-management-madison-wi-105960) ([md](https://advisorcensus.com/firm/trustage-investment-management-madison-wi-105960.md)) | 105960 | Madison, WI | SEC-registered investment adviser | Over $5 billion | 43 | % of assets, Fixed fee, Other |
| [Venture Investors LLC](https://advisorcensus.com/firm/venture-investors-llc-madison-wi-163693) ([md](https://advisorcensus.com/firm/venture-investors-llc-madison-wi-163693.md)) | 163693 | Madison, WI | Exempt reporting adviser | Not reported | 14 | Not reported |
| [Walkner Condon Financial Advisors LLC](https://advisorcensus.com/firm/walkner-condon-financial-advisors-llc-verona-wi-160109) ([md](https://advisorcensus.com/firm/walkner-condon-financial-advisors-llc-verona-wi-160109.md)) | 160109 | Verona, WI | SEC-registered investment adviser | $1 billion to $5 billion | 7 | % of assets, Fixed fee |
| [Walleye Partners LLC](https://advisorcensus.com/firm/walleye-partners-llc-madison-wi-333435) ([md](https://advisorcensus.com/firm/walleye-partners-llc-madison-wi-333435.md)) | 333435 | Madison, WI | SEC-registered investment adviser | $100 million to $500 million | 1 | % of assets |
| [WEA Financial Advisors, Inc.](https://advisorcensus.com/firm/wea-financial-advisors-inc-madison-wi-144919) ([md](https://advisorcensus.com/firm/wea-financial-advisors-inc-madison-wi-144919.md)) | 144919 | Madison, WI | SEC-registered investment adviser | $500 million to $1 billion | 6 | % of assets, Hourly |
| [Wisco Investment Management LLC](https://advisorcensus.com/firm/wisco-investment-management-llc-madison-wi-156476) ([md](https://advisorcensus.com/firm/wisco-investment-management-llc-madison-wi-156476.md)) | 156476 | Madison, WI | State-registered investment adviser | $25 million to $100 million | 15 | % of assets, Fixed fee |
| [Wisconsin Capital Management, LLC](https://advisorcensus.com/firm/wisconsin-capital-management-llc-madison-wi-110394) ([md](https://advisorcensus.com/firm/wisconsin-capital-management-llc-madison-wi-110394.md)) | 110394 | Madison, WI | SEC-registered investment adviser | $100 million to $500 million | 29 | % of assets |
| [Wisconsin Wealth Advisors, LLC](https://advisorcensus.com/firm/wisconsin-wealth-advisors-llc-sun-prairie-wi-145946) ([md](https://advisorcensus.com/firm/wisconsin-wealth-advisors-llc-sun-prairie-wi-145946.md)) | 145946 | Sun Prairie, WI | SEC-registered investment adviser | $100 million to $500 million | 1 | % of assets, Hourly, Fixed fee |
| [Wismed Financial, Inc.](https://advisorcensus.com/firm/wismed-financial-inc-fitchburg-wi-310946) ([md](https://advisorcensus.com/firm/wismed-financial-inc-fitchburg-wi-310946.md)) | 310946 | Fitchburg, WI | State-registered investment adviser | $25 million to $100 million | 5 | % of assets, Hourly, Fixed fee |
| [Wullschleger Group](https://advisorcensus.com/firm/wullschleger-group-madison-wi-326769) ([md](https://advisorcensus.com/firm/wullschleger-group-madison-wi-326769.md)) | 326769 | Madison, WI | State-registered investment adviser | Under $25 million | 3 | % of assets |
| [Yahara Wealth Management LLC](https://advisorcensus.com/firm/yahara-wealth-management-llc-madison-wi-168325) ([md](https://advisorcensus.com/firm/yahara-wealth-management-llc-madison-wi-168325.md)) | 168325 | Madison, WI | SEC-registered investment adviser | $100 million to $500 million | 0 | % of assets, Hourly, Fixed fee |

- Previous page: https://advisorcensus.com/advisors/wi/madison.md

## Questions people ask

**How many financial advisory firms are there in Madison, WI?**
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.

**How many fee-only financial advisors are in Madison, WI?**
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.

**How many financial advisors in Madison, WI offer financial planning?**
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.

**Are the financial advisors in Madison, WI fiduciaries?**
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.

**How do I check whether a financial advisor has disciplinary disclosures?**
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.

**Does AdvisorCensus rate, verify, or recommend these firms?**
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.

**What does regulatory assets under management mean?**
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.

## Related pages

- [Financial advisors in Wisconsin](https://advisorcensus.com/advisors/wi) (https://advisorcensus.com/advisors/wi.md)
- [Financial advisors in Madison, WI](https://advisorcensus.com/advisors/wi/madison) (https://advisorcensus.com/advisors/wi/madison.md)
- [Fee-only financial advisors in Madison, WI](https://advisorcensus.com/advisors/wi/madison/fee-only) (https://advisorcensus.com/advisors/wi/madison/fee-only.md)
- [Flat-fee financial advisors in Madison, WI](https://advisorcensus.com/advisors/wi/madison/flat-fee) (https://advisorcensus.com/advisors/wi/madison/flat-fee.md)
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Every firm in this list as CSV: https://advisorcensus.com/advisors/wi/madison.csv

Cite as: AdvisorCensus. Financial advisors in Madison, WI: 77 firms from Form ADV filings as of October 2026.