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Financial Planners in Madison, WI: 2026 rankings

86 financial planners ranked by RFA ScoreUpdated 0 paid placements in this rankingHow we rank →

The short answer

  1. 1

    Highest RFA Score in Madison: The Capital Group, RFA Score 76/100; 5.0★ from 108 Google reviews.

  2. 5

    Most-reviewed: WEA Member Benefits, 115 Google reviews at 4.4★, the most of 86 ranked; ranked #5.

Rankings can't be bought. Financial advisors can't pay to change their rank or score. How we rank

86 Madison financial planners are ranked here by RFA Score, from eight published factors. 18 open Saturdays and 4 open Sundays, based on posted hours. The median Google rating is 4.5★ across 86 rated firms.

Top 10 financial planners in Madison at a glance

Ranked by RFA Score from public data such as Google reviews, not by investment performance; sponsored listings are paid, shown separately and never change rank.

Top 10 financial planners in Madison at a glance
RankBusinessRFA ScoreGoogle ratingBased inNotable for
1The Capital Group765.0★ (108)MadisonTop score
2Bret Sullivan - COUNTRY Financial Representative745.0★ (75)Madison—
3Compelling Wealth Advisors - Ameriprise Financial Services, LLC745.0★ (67)Madison—
4Brent Kimbel - Private Wealth Advisor, Ameriprise Financial Services, LLC745.0★ (60)Madison—
5WEA Member Benefits724.4★ (115)MadisonMost reviews
6Jason Krueger - Private Wealth Advisor, Ameriprise Financial Services, LLC725.0★ (52)Fitchburg, 5 mi away—
7Madison Partners715.0★ (31)Madison—
8Shepherd Financial Advisors715.0★ (29)Madison—
9Allison O'Connor - Private Wealth Advisor, Ameriprise Financial Services, LLC715.0★ (26)Madison—
10Klaas Financial705.0★ (34)Fitchburg, 5 mi away—

All 86 financial planners in Madison, in rank order

Ordered by RFA Score, a 0–100 score from eight published factors. Paid placement never changes the order.

Ranked by RFA Score from public data such as Google reviews, not by investment performance; sponsored listings are paid, shown separately and never change rank.

Scores below: based on 6 of 8 factors; registration and recency not yet collected. Hatched segments mark factors we don't have yet.

  1. Ranked #1 in Madison

    #1 The Capital Group

    Based in Madison

    76/100RFA Score

    Ranked #1 because of its Google rating and specialty focus: 5.0★ from 108 Google reviews, listed on Google as “Financial planner”.

    • 5.0★ from 108 Google reviews
    Hours
    Mon–Fri 8 AM–4:30 PM · Sat–Sun closed
    Address
    406 Science Dr, Madison, WI 53711
    View profile for The Capital Group(608) 268-5100

  5. #5 WEA Member Benefits

    Based in Madison

    72/100RFA Score

    Ranked #5 because of its Google rating and specialty focus: 4.4★ from 115 Google reviews, listed on Google as “Financial planner”.

    • 4.4★ from 115 Google reviews
    Hours
    Mon–Fri 7:30 AM–5 PM · Sat–Sun closed
    Address
    660 John Nolen Drive Service Rd, Madison, WI 53713
    View profile for WEA Member Benefits(800) 279-4030

  6. #6 Jason Krueger - Private Wealth Advisor, Ameriprise Financial Services, LLC

    Based in Fitchburg, 5 mi away

    72/100RFA Score

    Ranked #6 because of its Google rating and specialty focus: 5.0★ from 52 Google reviews, listed on Google as “Financial planner”.

    • 5.0★ from 52 Google reviews
    Hours
    Mon–Thu 9 AM–4:30 PM · Fri 9 AM–3 PM · Sat–Sun closed
    Address
    2923 Marketplace Dr #100, Fitchburg, WI 53719
    View profile for Jason Krueger - Private Wealth Advisor, Ameriprise Financial Services, LLC(608) 733-3690

  7. #7 Madison Partners

    Based in Madison

    71/100RFA Score

    Ranked #7 because of its Google rating and specialty focus: 5.0★ from 31 Google reviews, listed on Google as “Financial planner”.

    • 5.0★ from 31 Google reviews
    Hours
    Mon–Thu 8 AM–4:30 PM · Fri 8 AM–3:30 PM · Sat–Sun closed
    Address
    1502 W Broadway Ste 301, Madison, WI 53713
    View profile for Madison Partners(608) 210-1021

  10. #10 Klaas Financial

    Based in Fitchburg, 5 mi away

    70/100RFA Score

    Ranked #10 because of its Google rating and specialty focus: 5.0★ from 34 Google reviews, listed on Google as “Financial planner”.

    • 5.0★ from 34 Google reviews
    Hours
    Mon–Tue 8 AM–12 PM · Wed 8 AM–5 PM · Thu–Fri 8 AM–12 PM · Sat–Sun closed
    Address
    5951 McKee Rd #200, Fitchburg, WI 53719
    View profile for Klaas Financial(608) 442-5637

  16. #16 Sentinel Advisory Group

    Based in Middleton, 7 mi away

    68/100RFA Score

    Ranked #16 because of its Google rating and specialty focus: 5.0★ from 21 Google reviews, listed on Google as “Financial planner”.

    • 5.0★ from 21 Google reviews
    Hours
    Mon–Fri 8:30 AM–4 PM · Sat–Sun closed
    Address
    1600 Aspen Commons Suite 825, Middleton, WI 53562
    View profile for Sentinel Advisory Group(608) 579-9350

  17. #17 Midwest Financial Group

    Based in Fitchburg, 5 mi away

    68/100RFA Score

    Ranked #17 because of its Google rating and specialty focus: 4.4★ from 26 Google reviews, listed on Google as “Financial planner”.

    • 4.4★ from 26 Google reviews
    Hours
    Mon–Fri 8:30 AM–5 PM · Sat–Sun closed
    Address
    2924 Marketplace Dr #200, Fitchburg, WI 53719
    View profile for Midwest Financial Group(608) 807-4775

  21. #21 Madison Partners

    Based in Waunakee, 9 mi away

    67/100RFA Score

    Ranked #21 because of its Google rating and specialty focus: 5.0★ from 16 Google reviews, listed on Google as “Financial planner”.

    • 5.0★ from 16 Google reviews
    Hours
    Mon–Thu 8 AM–4:30 PM · Fri 8 AM–3:30 PM · Sat–Sun closed
    Address
    109 South St, Waunakee, WI 53597
    View profile for Madison Partners(608) 850-3400

  22. #22 Associated Bank

    Based in Madison

    67/100RFA Score

    Ranked #22 because of its Google rating and specialty focus: 3.8★ from 17 Google reviews, listed on Google as “Financial planner”.

    • 3.8★ from 17 Google reviews
    Hours
    Mon–Tue 9 AM–5 PM · Wed closed · Thu–Fri 9 AM–5 PM · Sat–Sun closed
    Address
    1603 Monroe St, Madison, WI 53711
    View profile for Associated Bank(608) 259-2000

  25. #25 Associated Bank

    Based in Sun Prairie, 10 mi away

    67/100RFA Score

    Ranked #25 because of its Google rating and specialty focus: 4.3★ from 30 Google reviews, listed on Google as “Financial planner”.

    • 4.3★ from 30 Google reviews
    Hours
    Mon–Tue 9 AM–5 PM · Wed closed · Thu–Fri 9 AM–5 PM · Sat 9 AM–12 PM · Sun closed
    Address
    658 S Grand Ave, Sun Prairie, WI 53590
    View profile for Associated Bank(608) 834-0301

Financial planners ranked #26 to #50

#1 to #25 are shown in full above. Here are #26 to #50, in RFA Score order; each links to its profile. We publish the top 50 of 86 ranked financial planners here; the rest are on their profiles.

financial planners in Madison, ranks 26 to 50
RankBusinessRFA ScoreGoogle ratingDistance
26Bankers Life664.1★ (8)In Madison
27Nicholas Alsteen - Private Wealth Advisor, Ameriprise Financial Services, LLC665.0★ (5)In Madison
28Associated Bank663.6★ (27)3 mi
29Johnson Generational Wealth Management665.0★ (4)In Madison
30Compound Wealth, Tax664.0★ (21)8 mi
31Kindness Financial Planning655.0★ (4)1 mi
32Carreira Quinn Financial655.0★ (3)In Madison
33Atlatl Advisers655.0★ (3)In Madison
34Perk Planning655.0★ (3)In Madison
35Ryan Bell - Financial Advisor655.0★ (3)In Madison
36Wisconsin Capital Management, LLC655.0★ (3)In Madison
37Preferred Wealth Advisors654.0★ (4)In Madison
38Baird Private Wealth Management655.0★ (3)In Madison
39EnRich Financial Partners LLC655.0★ (3)In Madison
40Four Lakes Wealth Advisors - Ameriprise Financial Services, LLC654.0★ (4)In Madison
41BMO Bank N.A Branches652.9★ (19)In Madison
42Capitol Lakes Financial, LLP655.0★ (3)In Madison
43Evolution Financial LLC655.0★ (3)In Madison
44Wealth & Wisdom of WI LLC655.0★ (3)In Madison
45FG Financial, LLC - Financial Advisor655.0★ (3)In Madison
46Beverly Hicks & Associates654.0★ (4)In Madison
47Old National Bank652.9★ (21)In Madison
48Christopher F. Anicete CLTC - Financial Advisor655.0★ (6)7 mi
49BMO Bank N.A Branches652.8★ (24)In Madison
50The Burish Group - UBS Financial Services Inc.653.0★ (5)In Madison

Also serving Madison

20 more financial planners within 25 mi that we can't rank yet: too few reviews, or a specialty we couldn't confirm. Listed A to Z.

Unranked financial planners serving Madison
BusinessGoogle ratingDistance
Atlas Wealth Advisers5.0★ (23)In Madison
CLF Asset Management, Inc5.0★ (2)In Madison
Creative Planning International5.0★ (2)In Madison
Dave Fagen: Primerica - Financial Services5.0★ (2)In Madison
Dean Hessler - Edelman Financial Engines4.5★ (2)In Madison
Edward Jones - Financial Advisor: Andrew D Coopman, CFP®|CEPA®5.0★ (3)In Madison
Edward Jones - Financial Advisor: Carter J Mrowiec5.0★ (2)In Madison
Edward Jones - Financial Advisor: Nicholas A Pratt4.0★ (4)In Madison
GreenPath Financial Wellness, Madison, WI2.7★ (13)In Madison
Jay Haselwander, RICP® - Summit Financial Advisors5.0★ (4)In Madison
Josh Strzelecki - Financial Advisor, Ameriprise Financial Services, LLC5.0★ (2)In Madison
LBW Wealth Management, LLC5.0★ (4)In Madison
Legacy Wealth Advisors5.0★ (4)In Madison
Lindenwood Financial LLC5.0★ (2)In Madison
Merrill Lynch Financial Advisor Jeffrey Bowles3.5★ (2)In Madison
Premier Retirement Partners5.0★ (2)In Madison
Stephen Cooley: Primerica - Financial Services3.7★ (3)In Madison
Stifel5.0★ (2)In Madison
Wealthspire5.0★ (3)In Madison
Winston Financial5.0★ (251)In Madison

How we ranked Madison financial planners

We scored 86 Madison financial planners on eight factors, weighted as shown. A firm is ranked when its specialty is confirmed and it has 3 or more Google reviews or a claimed profile. A firm with no Google reviews scores zero on rating, review volume and recency. Other unknown factors are left out, not counted as zero. Scores last refreshed November 9, 2026.

Paid placement never changes a rank or score. Sponsored businesses are paid, labelled, limited to 3 and shown above the ranking, outside it.

Read the full method: formula, sources and exclusions

RFA Score factors and weights
FactorWeightComputed fromIn Madison data
Reputation30%Google star rating, adjusted for how many reviews back it (client experience, not investment results)Measured
Registration20%Active SEC, state or Canadian securities registration matched in public records (not yet measured)Not yet collected
Review volume10%Number of Google reviews, compared with the most-reviewed firm on the listMeasured
Recency5%Share of reviews from the last 12 monthsNot yet collected
Specialty focus15%How clearly the firm offers this specialty (its Google category and name)Measured
Proximity5%Based in the city scores highest, less the farther away it isMeasured
Claimed profile10%The firm has claimed its Ranked Financial Advisors profile (free or paid earn the same)Measured
Partnered5%The firm links to Ranked Financial Advisors from its own website with our badge, checked periodicallyMeasured

How to choose a financial planner

  1. Confirm the financial planner and the firm are registered: Investor.gov and FINRA BrokerCheck in the US, the CSA National Registration Search in Canada. Read any disclosure events.
  2. Ask whether they act as a fiduciary on your account at all times, and get the answer in writing.
  3. Ask how they are paid: a percentage of assets, flat or hourly fees, a retainer, commissions, or a mix. Each creates different conflicts of interest.
  4. Read the firm’s Form CRS and Form ADV Part 2A brochure (fees, services, conflicts, disciplinary history) before you sign.
  5. Check designations with the body that grants them, such as the CFP Board for CFP® professionals.
  6. Ask about account minimums and who holds your money: your assets should sit with an independent custodian in your name.
  7. Compare at least two or three firms, and be wary of anyone who promises returns or pushes you to decide quickly.

Questions to ask a financial planner

  • Are you a fiduciary for all of the advice you give me, and will you put that in writing?
  • How are you paid, in total dollars per year for an account like mine? Do you earn commissions or other payments from product providers?
  • Which registrations and designations do you hold, and where can I verify them?
  • Who will hold my assets, and how will I see statements directly from that custodian?
  • What services are included in your fee, and what would cost extra with you as my financial planner?
  • Do you have a minimum account size or minimum fee?
  • Have you or your firm had any complaints or disciplinary actions? Where would I see them?
  • How often will we meet, and who will I work with day to day?
  • What happens to my plan or accounts if you retire or leave the firm?

Terms explained

Fiduciary
Someone legally required to act in a client’s interest. In the US, registered investment advisers owe their clients a fiduciary duty of care and loyalty under the Investment Advisers Act of 1940.
Registered investment adviser (RIA)
A firm registered with the SEC or a state securities regulator to give investment advice for pay. Most firms managing $100 million or more register with the SEC; smaller firms usually register with their state.
Investment adviser representative (IAR)
A person who gives advice on behalf of a registered investment adviser, usually registered with the states where they work.
Broker-dealer
A firm that buys and sells securities for customers. US broker-dealers are members of FINRA; their registered representatives typically earn commissions.
Regulation Best Interest (Reg BI)
The SEC rule, in force since June 30, 2020, requiring broker-dealers to act in a retail customer’s best interest when recommending a security or account type.
Form ADV
The registration form every investment adviser files. Part 1 holds facts about the firm; Part 2A, the brochure, describes services, fees, conflicts of interest and disciplinary history in plain English.
Form CRS
A short relationship summary that advisers and broker-dealers give retail investors, covering services, fees, conflicts, standard of conduct and disciplinary history.
CRD number
The Central Registration Depository number FINRA and the SEC assign to each firm and registered person; use it to look them up on Investor.gov or BrokerCheck.
Assets under management (AUM) fee
A yearly fee set as a percentage of the money an advisor manages for you. Advisor surveys have put the median around 1% on accounts up to $1 million, lower on larger accounts.
Fee-only
An advisor paid only by clients, with no commissions or other payments from product providers.
Fee-based
An advisor who charges client fees and may also earn commissions on some products. It is not the same as fee-only.
CFP® professional
A person certified by the CFP Board after meeting education, exam, experience and ethics requirements. The CFP Board requires them to act as a fiduciary when giving financial advice.

Financial planners in Madison: frequently asked questions

Which financial planner has the highest RFA Score in Madison?

By RFA Score, the highest-ranked financial planner in Madison, WI is The Capital Group with an RFA Score of 76/100. It has 5.0★ from 108 Google reviews. Bret Sullivan - COUNTRY Financial Representative (#2) and Compelling Wealth Advisors - Ameriprise Financial Services, LLC (#3) follow. We ranked 86 financial planners on eight factors, last updated November 9, 2026.

How many financial planners are there in Madison?

RankedFinancialAdvisors ranks 86 financial planners serving Madison, WI. 35 of them are based in Madison; the rest serve it from nearby towns. Another 20 within 25 mi are listed but not ranked yet. Counts are as of November 2026.

Which financial planners in Madison work on weekends?

18 of 86 ranked financial planners post Saturday hours and 4 post Sunday hours. The highest-ranked open Saturdays is Associated Bank (#25). Many advisors meet by appointment, including evenings or by video, outside their posted office hours.

What Google rating do Madison financial planners have?

The median Google rating among 86 rated financial planners in Madison is 4.5★, with a median of 9 reviews. WEA Member Benefits has the most, 115 reviews, and ranks #5. We adjust ratings for review count, so a few five-star reviews cannot top the list.

How does RankedFinancialAdvisors rank financial planners?

Each financial planner gets a 0–100 RFA Score from eight published factors, led by reputation (30%), specialty focus (15%), review volume (10%) and claimed profile (10%). A firm with no Google reviews scores zero on rating, review volume and recency; other factors we cannot measure are left out. Only firms with a confirmed specialty and 3 or more reviews, or a claimed profile, are ranked.

Do financial planners outside Madison count in this ranking?

Yes, if they are within 25 mi of the Madison city center, our service radius for financial planners. Each listing shows where the firm is based and how far away it is. Proximity is 5% of the RFA Score, so a nearby firm gets a small edge.

Can financial planners pay to rank higher on RankedFinancialAdvisors?

No. The RFA Score never reads payment status, and this ranking has 0 paid placements. Up to 3 Featured firms may appear above the list, labelled Sponsored and showing their honest rank.

What does a financial planner do?

Financial planners build a written plan across a client’s goals: cash flow, savings, investments, insurance needs, taxes, retirement and estate. Many charge a flat or hourly fee for the plan, an ongoing retainer, or a share of the assets they manage.

How are financial planners in Madison ranked?

By RFA Score: public signals such as the Google rating and review count, how clearly the firm offers financial planning and how close it is. Paid placements never change the order, and the score does not measure investment performance.

How do I check a financial planner’s registration and record?

Search the person and the firm on Investor.gov (the SEC’s adviser search) and on FINRA BrokerCheck. A firm’s Form ADV and any disciplinary history are public there.

Is every financial planner in Madison a fiduciary?

Not necessarily. Investment adviser representatives owe a fiduciary duty on advisory accounts; broker-dealer representatives follow Regulation Best Interest when they recommend a security. Ask which applies to your account and read the firm’s Form CRS.

How much do financial planners charge?

Fees depend on the firm and the service: a percentage of assets managed each year, a flat or hourly planning fee, a retainer, or commissions. Ask for the fee schedule in writing and read the firm’s Form ADV Part 2A brochure or, in Canada, its relationship disclosure.

Update log for Madison

  1. November 2026: RFA Scores recalculated for 86 financial planners serving Madison.
  2. November 2026: 1 duplicate listing merged.

More financial planners and Madison pages