{
  "path": "/advisors/wi",
  "url": "https://advisorcensus.com/advisors/wi/page/9",
  "page_type": "state",
  "title": "Financial advisors in Wisconsin",
  "filters": {},
  "scope_total": 416,
  "faq": [
    {
      "q": "How many financial advisory firms are there in Wisconsin?",
      "a": "AdvisorCensus lists 416 investment advisory firms with a principal office in Wisconsin, from Form ADV filings as of October 2026: 196 SEC-registered, 180 state-registered, and 40 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 Wisconsin?",
      "a": "156 of the 416 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 Wisconsin offer financial planning?",
      "a": "253 of the 376 firms in Wisconsin 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 Wisconsin 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 156 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 416 investment advisory firms with a principal office in Wisconsin, drawn from Form ADV filings as of October 2026. Metro areas in the state are listed first; firms are listed alphabetically, and you can 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": null,
  "citation": "AdvisorCensus. Financial advisors in Wisconsin: 416 firms from Form ADV filings as of October 2026.",
  "total_firms": 416,
  "page": 9,
  "total_pages": 9,
  "sort": "name",
  "registration_types": {
    "sec": 196,
    "state": 180,
    "exempt": 40
  },
  "fee_model_mix": [
    {
      "code": "fee-only",
      "count": 156
    },
    {
      "code": "percentage_of_aum",
      "count": 349
    },
    {
      "code": "hourly",
      "count": 171
    },
    {
      "code": "subscription",
      "count": 3
    },
    {
      "code": "fixed",
      "count": 208
    },
    {
      "code": "commissions",
      "count": 14
    },
    {
      "code": "performance_based",
      "count": 32
    },
    {
      "code": "other",
      "count": 49
    },
    {
      "code": "not_reported",
      "count": 40
    }
  ],
  "years_registered_distribution": [
    {
      "code": "under_5",
      "count": 152
    },
    {
      "code": "5_to_9",
      "count": 79
    },
    {
      "code": "10_to_19",
      "count": 100
    },
    {
      "code": "20_plus",
      "count": 82
    },
    {
      "code": "not_reported",
      "count": 3
    }
  ],
  "raum_band_distribution": [
    {
      "code": "under_25m",
      "count": 96
    },
    {
      "code": "25m_100m",
      "count": 64
    },
    {
      "code": "100m_500m",
      "count": 98
    },
    {
      "code": "500m_1b",
      "count": 34
    },
    {
      "code": "1b_5b",
      "count": 36
    },
    {
      "code": "over_5b",
      "count": 19
    },
    {
      "code": "not_reported",
      "count": 69
    }
  ],
  "firms": [
    {
      "crd_number": 150493,
      "name": "Warden Wealth Management, LLC",
      "name_as_filed": "WARDEN WEALTH MANAGEMENT, LLC",
      "url": "https://advisorcensus.com/firm/warden-wealth-management-llc-milwaukee-wi-150493",
      "city": "Milwaukee",
      "state": "WI",
      "years_registered": 16,
      "raum_band": "25m_100m",
      "compensation_types": [
        "percentage_of_aum",
        "hourly",
        "fixed"
      ],
      "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": 10046,
      "name": "WHN Investor Services, Inc.",
      "name_as_filed": "WHN INVESTOR SERVICES, INC.",
      "url": "https://advisorcensus.com/firm/whn-investor-services-inc-10046",
      "city": null,
      "state": null,
      "years_registered": 5,
      "raum_band": "under_25m",
      "compensation_types": [
        "percentage_of_aum",
        "fixed"
      ],
      "enhanced": false
    },
    {
      "crd_number": 151324,
      "name": "Wiara Investment Management, LLC",
      "name_as_filed": "WIARA INVESTMENT MANAGEMENT, LLC",
      "url": "https://advisorcensus.com/firm/wiara-investment-management-llc-menasha-wi-151324",
      "city": "Menasha",
      "state": "WI",
      "years_registered": 17,
      "raum_band": "under_25m",
      "compensation_types": [
        "percentage_of_aum"
      ],
      "enhanced": false
    },
    {
      "crd_number": 110194,
      "name": "Winch Financial",
      "name_as_filed": "WINCH FINANCIAL",
      "url": "https://advisorcensus.com/firm/winch-financial-appleton-wi-110194",
      "city": "Appleton",
      "state": "WI",
      "years_registered": 28,
      "raum_band": "500m_1b",
      "compensation_types": [
        "percentage_of_aum",
        "hourly",
        "fixed"
      ],
      "enhanced": false
    },
    {
      "crd_number": 153114,
      "name": "Windermere Wealth Advisors, LLC",
      "name_as_filed": "WINDERMERE WEALTH ADVISORS, LLC",
      "url": "https://advisorcensus.com/firm/windermere-wealth-advisors-llc-elm-grove-wi-153114",
      "city": "Elm Grove",
      "state": "WI",
      "years_registered": 14,
      "raum_band": "25m_100m",
      "compensation_types": [
        "percentage_of_aum",
        "hourly",
        "fixed"
      ],
      "enhanced": false
    },
    {
      "crd_number": 175126,
      "name": "Windward Wealth Strategies, Inc.",
      "name_as_filed": "WINDWARD WEALTH STRATEGIES, INC.",
      "url": "https://advisorcensus.com/firm/windward-wealth-strategies-inc-oshkosh-wi-175126",
      "city": "Oshkosh",
      "state": "WI",
      "years_registered": 11,
      "raum_band": "100m_500m",
      "compensation_types": [
        "percentage_of_aum",
        "hourly",
        "fixed"
      ],
      "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
    },
    {
      "crd_number": 298833,
      "name": "Ziegler Link-AGE Management II, LLC",
      "name_as_filed": "ZIEGLER LINK-AGE MANAGEMENT II, LLC",
      "url": "https://advisorcensus.com/firm/ziegler-link-age-management-ii-llc-milwaukee-wi-298833",
      "city": "Milwaukee",
      "state": "WI",
      "years_registered": 0,
      "raum_band": "not_reported",
      "compensation_types": [],
      "enhanced": false
    },
    {
      "crd_number": 319701,
      "name": "Ziegler Link-AGE Management III, LLC",
      "name_as_filed": "ZIEGLER LINK-AGE MANAGEMENT III, LLC",
      "url": "https://advisorcensus.com/firm/ziegler-link-age-management-iii-llc-milwaukee-wi-319701",
      "city": "Milwaukee",
      "state": "WI",
      "years_registered": 0,
      "raum_band": "not_reported",
      "compensation_types": [],
      "enhanced": false
    },
    {
      "crd_number": 213513,
      "name": "Ziegler Link-AGE Management, LLC",
      "name_as_filed": "ZIEGLER LINK-AGE MANAGEMENT, LLC",
      "url": "https://advisorcensus.com/firm/ziegler-link-age-management-llc-milwaukee-wi-213513",
      "city": "Milwaukee",
      "state": "WI",
      "years_registered": 0,
      "raum_band": "not_reported",
      "compensation_types": [],
      "enhanced": false
    }
  ],
  "states": [],
  "metros": [
    {
      "path": "/advisors/wi/milwaukee",
      "name": "Milwaukee",
      "msa_name": "Milwaukee-Waukesha, WI",
      "state_code": "WI",
      "firm_count": 160
    },
    {
      "path": "/advisors/wi/madison",
      "name": "Madison",
      "msa_name": "Madison, WI",
      "state_code": "WI",
      "firm_count": 77
    },
    {
      "path": "/advisors/wi/appleton",
      "name": "Appleton",
      "msa_name": "Appleton, WI",
      "state_code": "WI",
      "firm_count": 25
    },
    {
      "path": "/advisors/wi/green-bay",
      "name": "Green Bay",
      "msa_name": "Green Bay, WI",
      "state_code": "WI",
      "firm_count": 22
    },
    {
      "path": "/advisors/wi/oshkosh",
      "name": "Oshkosh",
      "msa_name": "Oshkosh-Neenah, WI",
      "state_code": "WI",
      "firm_count": 10
    },
    {
      "path": "/advisors/wi/eau-claire",
      "name": "Eau Claire",
      "msa_name": "Eau Claire, WI",
      "state_code": "WI",
      "firm_count": 9
    },
    {
      "path": "/advisors/wi/wausau",
      "name": "Wausau",
      "msa_name": "Wausau, WI",
      "state_code": "WI",
      "firm_count": 7
    },
    {
      "path": "/advisors/wi/la-crosse",
      "name": "La Crosse",
      "msa_name": "La Crosse-Onalaska, WI-MN",
      "state_code": "WI",
      "firm_count": 5
    },
    {
      "path": "/advisors/wi/kenosha",
      "name": "Kenosha",
      "msa_name": "Kenosha, WI",
      "state_code": "WI",
      "firm_count": 4
    },
    {
      "path": "/advisors/wi/sheboygan",
      "name": "Sheboygan",
      "msa_name": "Sheboygan, WI",
      "state_code": "WI",
      "firm_count": 3
    },
    {
      "path": "/advisors/wi/janesville",
      "name": "Janesville",
      "msa_name": "Janesville-Beloit, WI",
      "state_code": "WI",
      "firm_count": 2
    },
    {
      "path": "/advisors/wi/racine",
      "name": "Racine",
      "msa_name": "Racine-Mount Pleasant, WI",
      "state_code": "WI",
      "firm_count": 2
    }
  ],
  "siblings": {
    "national": "/advisors",
    "state": {
      "path": "/advisors/wi",
      "label": "Financial advisors in Wisconsin"
    },
    "fee_pages": [
      {
        "path": "/advisors/wi/fee-only",
        "label": "Fee-only financial advisors in Wisconsin",
        "firm_count": 156
      },
      {
        "path": "/advisors/wi/flat-fee",
        "label": "Flat-fee financial advisors in Wisconsin",
        "firm_count": 208
      },
      {
        "path": "/advisors/wi/hourly",
        "label": "Hourly financial advisors in Wisconsin",
        "firm_count": 171
      }
    ]
  },
  "csv": "https://advisorcensus.com/advisors/wi.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"
  }
}