# Googins Advisors

Googins Advisors is a Bank / Wealth / Trust based in Middleton, United States.

## Overview

- **Organization type:** Bank / Wealth / Trust
- **Headquarters:** Middleton, United States
- **Region:** North America
- **Address:** Middleton, WI, United States
- **Founded:** 2022
- **Assets under management:** Undisclosed
- **Website:** googins.com
- **LinkedIn:** https://www.linkedin.com/company/googins-advisors-inc-

## Regulatory record

- **CRD number:** 13985
- **SEC file number:** 801-68432
- **Registration status:** Registered
- **Reports private funds:** No
- **IAPD record:** https://adviserinfo.sec.gov/firm/summary/13985

## About

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. 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.

## Questions

### Is Googins Advisors a fiduciary?

As a registered investment adviser, Googins Advisors is bound by the fiduciary standard under the Investment Advisers Act of 1940, which requires the firm to act in its clients' best interests. The firm's structure as an independent RIA rather than a broker-dealer means it operates without the conflicts that arise from commission-based product sales. This status is verifiable through the SEC's Investment Adviser Public Disclosure database.

### What services does Googins Advisors provide?

Googins Advisors offers asset management, retirement planning, and tax planning support. The firm serves individuals, corporations, and businesses, combining investment advisory with financial planning capabilities. This places it in the comprehensive wealth-management segment rather than a pure asset-management or planning-only shop.

### Who are the principals running Googins Advisors?

Specific principals have not been publicly identified through the firm's website or SEC filings referenced here. An allocator conducting due diligence should request the firm's Form ADV Part 2B, which discloses the educational background, business experience, and any disciplinary history of the key individuals providing investment advice.

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Last updated: 2026-08-11T02:43:31.692Z

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