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Who We Are

Who We Are

Lake Financial Group is an independent, financial planning firm focused on helping individuals and small businesses in our community. We believe in using a holistic and educational approach to financial awareness making sure our clients not only understand what they are doing, but why they are doing it. At Lake Financial Group, our team consists of local advisors as well as specialists from our branch office located in Milwaukee.

Our first priority is helping you take care of yourself, your family, and your business. We want to learn more about your personal situation, identify your dreams and goals, and understand your tolerance for risk. Long-term relationships that encourage open and honest communication have been the cornerstone of our success.

Our Values


recognized professionals in our field


team, results, circumstances

Service to Others

community involvement


understanding your feelings

Our Services

Whether you run a business, have a family, or just need wealth management guidance for yourself, we can provide financial strategies that can adapt to your changing needs and the evolving life you live.

Our Focus

Create a positive impact on the financial lives of our clients, their families, and their businesses.

Customized strategies to meet your personal needs

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Financial Planning1

Review cash inflow, outflow and net worth

Wealth Management

Wealth Management

Guide you with strategies to address the complexities of risk, return, and time horizon, helping you arrive at a desired outcome

Retirement Planning

Retirement Planning

Plan the accumulation and distribution aspects of retirement



Arrange for an efficient, cost-effective property transfer so that everything you worked hard for goes to who you want, when you want, and how you want

Tax <br/>Planning<sup>1</sup><br/><br/>


Estimate your taxable income, and the impact on your savings and investment programs

Insurance/ Protection Strategies

Insurance/ Protection Strategies

Help you assess your life, long-term, and disability care needs

Asset <br/>Allocation &#38; Location

Allocation & Location

Optimizing your portfolio's investments to align with your risk tolerance, the timeline in which your dollars will be used, and the most efficient tax treatment

Opportunity <br/>Fund <br/>Savings


Help design a plan to meet expenses such as cost of tuition, large purchases, or alternate investments

Sophisticated planning to meet your business needs

Qualified Retirement Plans, 401k, 403b Profit-Sharing, &#38; Pension

Qualified Retirement Plans, 401k, 403b Profit-Sharing, & Pension

Retirement plans are a key employee benefit and may help to both attract and retain quality employees. With regulations ever-changing, coupled with the needs of a growing business, our professionals can assist in creating a qualified plan that is designed for your business’ specific objectives.

Key <br/>Person <br/>Programs<br/><br/><br/>


The success of a business is largely due to its key employees. We want to help protect your business from unexpected disruptions by making it “never a good day to quit” and working together with you to create financial motivations to keep those employees. While retention is important, there are circumstances that are beyond one’s control such as an unexpected death or disability. Our team can also assist with the implementation of a contingency plan to soften the financial impact should such an event occur.

Executive Benefits &#38; Deferred <br/>Comp Plans<br/><br/>

Executive Benefits & Deferred
Comp Plans

Our firm is proficient in the design and implementation of plans that are specifically designed to reward and retain your key management team.

Business Succession Planning<br/><br/><br/>

Business Succession Planning

A well-developed business succession strategy is extremely important for both the business as well as the financial security of the owner’s family.

Employee <br/>Benefit <br/>Plans


It is not uncommon that employee benefit plans are among the top three expenses outside the salary line item of a business. Along with our strategic relationships, we can assist in the evaluation, benchmarking and conducting an RFP to assist with both the design as well as the cost management of these important benefits.

Employee Education Seminars

Employee Education Seminars

Our firm can provide ongoing education seminars designed to provide important information to employees. It is well understood that when employees have less financial stress, they'll often be happier and more productive on the job.

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Why work with a financial professional?

We understand that financial guidance is about more than just money. It’s about appreciating who you are and what you want in life. We work with you to design a comprehensive, personalized financial strategy that fits your goals today and your vision of tomorrow. It’s about helping you build a fulfilling future, your way.

Client Centered

We are here for you

  • To understand your situation – The most important work we do is getting to know who you are.
  • To respect your assets – We listen, learn, and build on your existing assets – respecting the choices you’ve already made.
Client Centered

We work alongside you

  • To educate you on your options – When you have questions, we’ll be ready with answers and the options to help you achieve your goals and objectives.
  • To provide clear recommendations and financial strategies – With insight and clarity, we guide you as you make some of your own life’s most important decisions.
Client Centered

We evolve with you

  • To track your progress – We help you understand financial performance and, more specifically, progress toward the goals you’ve communicated to us.
  • To stay in touch – With products and services designed for you at every stage of life, we help you secure your well-being, so you can live the life that’s most meaningful to you.

Choosing the right financial professional for your wealth management needs

We understand how difficult it can be to plan for the future. That’s why you and your family will never feel like you are walking this path alone. Instead, we want to work with you, in a true collaboration, so your vision is combined with our experience in helping people systematically reach their goals.

The right financial strategy can make all the difference

We are a full-service wealth management firm committed to helping people pursue their financial goals. We offer a wide range of financial products and services to individuals and business owners and are dedicated to helping you identify your goals and make sound decisions to help you successfully reach them.

Ready to contact us?

Thank you!

1Fee-based, and non-fee based financial planning is offered by financial professionals who are investment advisor representatives of Equitable Advisors, LLC, a SEC-registered investment advisor.