Form Wealth Advisors

Form Wealth Advisors

Tyson Ray built Form Wealth Advisors in 2001 around an acronym — Family, Occupation, Recreation, Mission — that shapes every planning engagement. The firm remains owner-operated, with the founding partner holding CFP, Certified Investment Management Analyst, and Certified Exit Planner designations. Six advisors on the team, including Luke Kuchenberg, Jesse Schrock, Brayden Zettle, Adam Kierzek, and Billy Lauderdale, carry the CFP mark; Kuchenberg also holds a Certified Private Wealth Advisor certification administered by the Investments & Wealth Institute and taught in conjunction with the University of Chicago Booth School of Business. The firm manages discretionary portfolios through an internal investment committee, rather than outsourcing to third-party strategists. Its Total Relationship Investing framework segments client assets into cash reserves for near-term needs and a longer-term portfolio driven by technical research. The compensation model is fee-based, deducted quarterly and scaled to aggregate household account values, which the firm argues removes product-commission conflicts. Form Wealth Advisors serves clients in at least two states from offices in Lake Geneva and Middleton, Wisconsin, and extends its reach nationally through virtual delivery. The firm also provides commissioned brokerage services when deemed appropriate. Ray has built the practice around a philosophy that investor behavior, not market risk, is the largest threat to long-term returns. The CIMA certification, taught in partnership with the Yale School of Management, anchors the committee's portfolio-construction discipline. Adjacent client offerings include social events, a travel club, charitable programs, and educational webinars. The firm publishes a monthly market summary video series titled “Up or Down.” Luke Kuchenberg adds advanced exit-planning and wealth-transfer expertise through the CPWA curriculum. Form Wealth Advisors is structurally distinguished by housing both the planning and the discretionary asset management inside a single team of CFP professionals, without outsourcing to a separate TAMP or model-provider. This architecture means the same people who build a client's retirement and estate plan also execute the portfolio trades, collapsing the typical advice-implementation gap. The firm’s insistence on behavioral coaching, rather than benchmark-chasing, creates a book of business anchored to life transitions rather than performance cycles.