Our Team

At Lake Financial Group, we believe our teamwork approach adds a broader perspective to all that we do, and provides increased benefits to our clients. Our team consist of three local advisors, as well as specialists from our branch office located in Milwaukee. We are an independent, non-proprietary firm with the ability to offer investment and insurance strategies from over 100 companies.

Our experienced professionals have helped individuals just like you with similar issues and concerns. We can help you create an approach that is designed to fit your individual financial situation.


Brian Barber, AIF, CPFA
Qualifed Plan Specialist & Managing Partner

Phone: (262)235-0007
Fax: (262) 235-0007
Email: Brian@LakeFG.com

Brian Barber builds his business with the goal of helping his clients keep the promises they make to those they love.  As a financial consultant with Equitable Advisors, Brian is able to help keep those promises regarding education planning, life insurance, disability insurance, retirement planning, and more, by offering investment and insurance strategies from over 100 companies.  Brian works with each client to build a customized strategy based on their specific needs and goals.

Brian’s focus on helping his clients was passed down from his father who has been with Equitable Advisors for over 35 years.  Together their team uses an educational process approach that focuses on assisting individuals and businesses with their financial goals, with a specialized knowledge on qualified retirement planning and small business benefits planning.  He has earned his FINRA Series 7, 6, 63 and 65 registrations, and his life, health and long-term care insurance licenses.

Brian achieved his Bachelor’s degree from the University of Milwaukee in Business Marketing.  He is a lifelong, 3rd generation resident of Port Washington with his wife, Andrea, and their children, Chase, Chloe, Georgia, and Dylan.  Brian is extremely active in his community, including: providing an annual scholar athlete scholarship at Port Washington High School, sponsoring halftime contests at high school sporting events and volunteering his time speaking in classrooms. Brian is also a volunteer coach at the Port Washington Piranhas Youth Wrestling Club in his spare time when he has it.  

In his non-spare time, Brian is very active in the community as a board member of the Business Improvement District (BID), as well as the Port Washington Historical Society and the Port Exploreum along with a committee member of the Port Exploreum Technology Committee and the Main Street Marketing Committee and the Port Washington Lion’s Club.



Justin Behm, 
Financial Consultant & Managing Partne

Phone: (262)235-0345
Fax: (262) 235-0345
Email: Justin@LakeFG.com

Justin understands the importance of developing customized strategies for each of his clients based on their needs. He provides financial planning, wealth protection strategies, management, and estate strategies through a broad range of financial products and services. As a managing partner and financial consultant with Lake Financial Group, he offers insurance and investment strategies through over 100 companies, through the Equitable Network, LLC, an insurance-brokerage affiliate. Justin has obtained his FINRA Securities Registrations Series 7 and 66 in addition to Life and Health Insurance licenses. He strives to provide the highest level of financial services available by helping his clients identify and prioritize their goals, offering strategic guidance specific to their needs, and implementing the strategies that work best for them.

Justin attended St. Norbert College in DePere, WI where he received a Bachelors degree in Business Administration with an emphasis on Finance and minor in Economics.  He played baseball through college, earning two-time academic all-conference and all conference DH. Justin built his business in his hometown. Together with his wife Julia, he has made a family with three ever-growing children. Nowadays Justin enjoys his free time in the outdoors with his family; camping in State Parks, hunting and playing ball with the kids, and barbecuing in the back yard.  If he is not in the office, he is probably outside.

CA License # 0J17165



Paul Baldino, 
Financial Consultant

Phone: (262)268-9900
Email: Paul@LakeFG.com

Paul recently joined the team at Lake Financial Group in the spring of 2018. As a financial consultant with Equitable Advisors, Paul works with individuals and small businesses to provide them with retirement planning services, wealth and risk management, education funding, and estate planning strategies. He is committed to building long-lasting relationships with his clients by helping them acheive their long-term goals. His mission is to educate clients on a wide variety of financial subjects, and help them make informed decisions that are in their best interest.

Prior to joining Equitable Advisors, Paul spent many years in business, management, and ownership. His preceding business executive and ownership roles enable him to deliver unique value to client relationships from a real-world perspective Paul's experience has provided him with the expertise in helping find solutions for individuals, families and business owners, putting their interests first. Paul holds his FINRA Series 7, 63, and 65 registrations, as well as his life and health insurance licenses.

CA License # 0I17765


Eric Elias, 
Financial Consultant

Phone: (414) 278-1543
Email: Eric.Elias@equitable.com

Eric joined the team at Lake Financial Group in the spring of 2018. He began his career as a financial consultant with Equitable Advisors in 1978. Since then, Eric has provided services in the areas of wealth management and protection, retirement planning services, and personal and business financial planning. Eric offers investment and insurance strategies from over 100 companies throughout Equitable Network, LLC, an insurance brokerage affiliate. As a Qualified Plan Specialist for Equitable, Eric has served the qualified plan market place as a valuable resource in the field. 

Eric received his Bachelors degree in Business in Communication from the University of Wisconsin-Milwaukee in 1978. As a registered representative of Equitable Advisors, Eric maintains his FINRA Series 6, 7, 63, and 65 registrations. Eric's mission is to educate clients in determining their financial priorities, offering strategic guidance specific to their needs. Eric's approach is to offer unbiased and objective recommendations centered on the client's personal needs.

CA License # 0K16604



John Plumley, 
Retirement Benefits Specialist

Phone: (262)536-5455
Email: John@LakeFG.com


John joined the team at Lake Financial Group in 2021. John has been a prominenent member of the Retirement Benefit's Group, He specializes in helping memebrs of schools, municipalities, and non-profits, grow and improve their retirement benefits and achieve their retirement goals.

John graduated from the University of Minnesota, Duluth with a major in Business Administartion- Finance, and a minor in Psycology.  He is currently president of the Milwaukee Mounted Patrol Foundation, which he helped create.

John resides in the Milwaukee area with his wife, Molly.  John enjoys being an outdoorsman and volunteering within his community.  John holds his FINRA series 7, 63, and 65 registrations, and his life, health, and long-term care insurance licenses.



Brad Katzer, 
Financial Consultant

Phone: (262) 235-3138
Email: Brad@LakeFG.com

As a financial consultant, Brad strives to provide clients with exceptional and personalized service. He does this by working with clients to identify and prioritize their goals. Brad works with individuals and businesses, but primarily focuses his practice on working with educators and municipal employees to maximize their retirement benefits. 

Brad received his Bachelor's degree in Finance from the University of Wisconsin-Milwaukee. He joined the team at Lake Financial Group in the spring of 2018. Brad holds his Wisconsin Life and Health Insurance licenses, as well as his Series 7 and 66 registrations. After being born and raised in West Bend, Wisconsin, Brad moved to Port Washington and fell in love with the community. He currently resides there with his wife, Payton, 3 children, and can be found running with his dog, cooking, or working on home projects in his spare time.



Danielle Peiffer, 

401k Support Specialist

Phone: (262)235-3137
Fax: (262) 268-9900
Email: Danielle@LakeFG.com

Danielle joined Lake Financial Group in 2015, first beginning as an advisor and then eventually transitioning into different roles throughout the team. Danielle assists Brian and Justin to support and create a positive experience for all of our 401k clients and their employees.

Danielle and her husband Scott live in Port Washington, along with their three children Blake, Taylor and Brooke. She is the founder of Be3 a non-profit volunteer organization dedicated to empowering women and giving back to the community. In her free time, she can be found running or biking the streets of Port Washington.


Tracy Plier,
Office Manager

Phone: (262)268-9900
Fax: (262) 268-9900
Email: Tracy@LakeFG.com

Tracy recently joined Lake Financial Group, LLC in May of 2020.  Before joining Lake Financial Group, Tracy held roles with Belgium Family Dental where she was the Office Manager and Allen Edmonds where she was the Executive Assistant to the President & CEO of the Company.  Tracy brings a breadth of professional experience, administrative skills and a positive, helpful attitude.  Tracy is looking forward to meeting and helping each of you!


Tracy and her husband Dan live in Random Lake where she was born and raised.  Tracy and Dan have two children, Spencer and Shawna who both live close by and visit frequently.  Tracy is a proud Grandma of two grandchildren and enjoys spending time in the pool, on the pontoon and with her family and friends.  In her spare time, Tracy has been selling real estate for the past 17 years as well.