Googins Advisors

Googins Advisors

Googins Advisors launched in 2022, filing as a registered investment adviser with the SEC and establishing its base in Middleton, Wisconsin — a suburb of Madison. The firm was founded to serve individual and corporate clients with a bundled offering that integrates asset management, retirement planning, and tax planning support. Unlike many newer RIAs that begin as solo practitioners aggregating assets onto a third-party platform, Googins Advisors structured itself from the start as a multi-service advisory practice positioned to compete with both independent financial planners and the wealth-management arms of regional banks. The firm's advisory model spans asset management, retirement planning, and tax planning, placing it squarely in the comprehensive wealth-management category rather than the narrower investment-only segment. Its client base includes individuals, corporations, and small businesses, suggesting an active pursuit of both personal financial planning mandates and corporate retirement-plan advisory work. This dual-track approach lets a small firm diversify revenue across fee-based AUM charges and fixed-fee planning engagements. The geographic footprint centers on southern Wisconsin, where proximity to Madison's professional-services ecosystem — attorneys, accountants, business owners — provides a natural referral network for an advice-driven practice. As a firm founded in 2022, Googins Advisors is still building its asset base and track record. The RIA operates in a competitive local landscape — Wisconsin is home to several established independent advisory firms — but enters the market at a moment when younger clients increasingly seek fiduciary advisors who charge explicit fees rather than commission-based brokers. The firm's website describes service offerings that touch the core household financial decisions: retirement readiness projections, tax-efficient distribution strategies, and employer-sponsored plan advisory. The firm's structure as a young, independent RIA without a broker-dealer affiliation distinguishes it from the hybrid advisory models common in the Midwest. By operating as a fee-only fiduciary from inception, Googins Advisors aligns with the post-DOL fiduciary-rule expectation among allocators who screen managers for conflicts of interest.