Wisco Investment Management

What Wisco Investment Management does

Wisco Investment Management LLC is a privately held, independent Registered Investment Advisor (RIA) founded in 2010 by Greg Schroeder and headquartered in Madison, Wisconsin. The firm serves individuals, families, and small businesses with a full-service advisory offering that spans financial planning, investment management, retirement planning, life insurance and annuities, and estate planning. It operates under a fiduciary standard and positions itself as locally owned and free from corporate-parent influence, a deliberate contrast to bank-affiliated brokerage models.

The firm's investment process is conducted fully in-house across six steps: client data collection and risk assessment (supported by MoneyGuidePro planning software), asset-class selection, return and risk forecasting, low-cost security selection, customized portfolio construction via an optimization program that combines historical and forecast inputs, and ongoing monitoring with semi-annual rebalancing. A differentiator is the firm's proprietary performance database covering over 25 years of asset-class history, used to inform diversification and portfolio construction. Portfolios are built primarily from low-cost ETFs, stocks, and bonds, with stated portfolio-level fund expenses in the 0.10%-0.15% range versus 1.00%+ for typical actively managed mutual funds. Client accounts are custodied at Charles Schwab.

Wisco generates revenue through fee-based investment advisory charges on assets under management, consistent with the standard RIA model. The firm does not disclose its fee schedule, AUM, or revenue publicly. It is registered to transact business in Wisconsin and Texas, has a headcount of 1-10 with two named principals (Greg Schroeder and Stephen Share, CFA), and has been bootstrapped since founding with no venture, private equity, or parent ownership. Marketing is limited to its website, quarterly newsletters, and an offered free-consultation conversion path; growth appears to be principally referral-driven.

Name

Wisco Investment Management

Legal name

Wisco Investment Management LLC

Website

https://wiscoinvest.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Wisco Investment Management is a privately held, independent Registered Investment Advisor based in Madison, Wisconsin that provides fee-based investment management, financial planning, retirement planning, and estate planning services to individuals, families, and small businesses, using an in-house process and low-cost ETF portfolios custodied at Charles Schwab.

Ownership category

akta.pro rank

Product category

Investment Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Portfolio Management–Led RIAs (Discretionary/Model-Based) (FSAAACAC)

akta.pro secondary industries

Financial Planning–Led RIAs (FSAAACAB), Investment Management Advisory (RIA) (FSAEAAAB)

Keywords

• Investment advisory services
• Portfolio management
• Financial planning
• Retirement planning
• Wealth management

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Investment Advisory Fees: Fee-based investment advisory services charged to clients for portfolio management and financial advisory services. As a Registered Investment Advisor (RIA), the firm operates under a fiduciary standard and provides transparent fee disclosure.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Wisco Investment Management is a Registered Investment Advisor (RIA) that delivers fiduciary-based investment management and financial advisory services to individuals, families, and small businesses. The firm constructs customized, low-cost, diversified portfolios using ETFs, stocks, bonds, and mutual funds custodied at Charles Schwab, and supplements portfolio management with comprehensive financial planning, retirement planning, life insurance/annuity, and estate planning services. All investment process work (data analysis, asset class selection, forecasting, optimization, security selection, and ongoing rebalancing) is performed in-house.

Product overview

Wisco Investment Management is a locally owned, privately-held independent advisory firm offering a unified suite of financial services. The core offering combines Financial Advisory (fiduciary-based guidance with risk assessment) and Investment Management (customized portfolios using ETFs, stocks, bonds, and mutual funds custodied at Charles Schwab). Supporting modules include Financial Planning powered by MoneyGuidePro, Retirement Planning with periodic reviews, Life Insurance & Annuities, Estate Planning partnerships, and Quarterly Newsletters for client communication. The firm emphasizes low-cost, liquid, diversified investment portfolios aligned with client risk tolerance.

Differentiator

Problem solved

Functional benefit

Products and services

• Financial Advisory Services

Quantifiable outcome

• ETF portfolio costs of 0.10% to 0.15% per year compared to actively managed mutual funds at 1.00%+

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Charles SchwabcoreTechnology or IntegrationCharles Schwab serves as the custodian for client accounts. This partnership provides secure custody services for client assets managed by Wisco Investment Management.
• MoneyGuideProcoreTechnology or IntegrationMoneyGuidePro is used as the primary financial planning software to build customized plans for clients, including retirement projections, education funding, and comprehensive financial planning.
• Estate Planning ProfessionalsminorImplementation/ SI/ Consulting PartnerThe firm partners with estate planning professionals including those who design wills, trusts, and other end-of-life planning documents to provide comprehensive estate planning services to clients.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Madison Investment Advisors: Wisconsin-based investment advisor where PM Stephen Share previously worked. Offers discretionary fixed-income and equity strategies, making it a directly comparable mid-sized independent advisor in the same regional market.
• Aspiriant: National, employee-owned, fee-only RIA serving high-net-worth individuals and families with comprehensive financial planning and investment management. Closely mirrors Wisco's fiduciary, independent model at larger scale.
• Wealth Enhancement Group: Independent, fee-based wealth management firm serving individuals, families, and small businesses with investment management and planning services. Closely comparable independent model and client base.
• SVA Wealth Plumb Financial: Wisconsin-based independent RIA providing investment management, financial planning, and tax services to individuals and small businesses. Operates in the same regional market with a comparable independent fiduciary model.

Broad incumbents

• Mariner Wealth Advisors: Large national RIA providing wealth advisory, investment management, retirement plan, and estate planning. Competes for the same individual/family and small-business segments but at much greater scale and breadth.
• Edelman Financial Engines: National RIA offering investment advisory, financial planning, and retirement plan services. Serves a similar clientele but operates a much larger, more diversified platform than Wisco.
• Cetera Investment Advisers: Large advisor network supporting thousands of independent financial professionals providing similar investment management and planning services; competes for the same small-business and individual advisor segment.
• Charles Schwab Wealth Advisory: Schwab is Wisco's custodian but also offers a competing wealth advisory product. Schwab's scale, brand, and pricing pressure make it a significant incumbent competitor for the same client segment.

Emerging players

• Betterment: Leading robo-advisor providing automated, low-cost ETF-based portfolio management. Competes directly with Wisco's low-cost ETF model for cost-conscious individual investors through a digital platform.
• Wealthfront: Robo-advisor offering automated, low-fee ETF portfolios and financial planning tools. Represents an alternative for the same ETF-focused, fee-sensitive clientele Wisco targets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wisco Investment Management