Schug Financial

What Schug Financial does

Schug Financial LLC is a privately held, single-office financial advisory practice headquartered in Manitowoc, Wisconsin, that delivers personalized financial planning, wealth management, tax preparation and planning, and business retirement plan services to individuals and small businesses. The firm operates as a relationship-led practice anchored by principal Tom Schug, targeting four primary client segments: retirees and pre-retirees, working professionals, small business owners, and women, all served through one-on-one consultations at the Manitowoc office with supplementary digital content delivery.

The firm's product surface consists of four core offerings — Individual Retirement Planning, Tax Preparation & Planning, Wealth Management, and Business Retirement Plans — supplemented by an online resource center of educational articles, interactive financial calculators, videos, tax resources, and a financial glossary hosted via the FMG Suite content platform. Securities and brokerage services are delivered through an affiliation with Cetera Wealth Services, LLC (a FINRA/SIPC member broker-dealer), while fee-based investment advisory services are delivered through Cetera Investment Advisers LLC, a separately owned registered investment adviser. Revenue is generated through three streams: AUM-based and flat-fee advisory fees (subscription/recurring), brokerage commissions on securities transactions (transaction fee), and tax preparation professional service fees. Pricing is not publicly disclosed; the firm offers free initial consultations and quote-based engagement.

The go-to-market motion is sales-led and consultative, driven by direct outreach, community referrals, local presence in Manitowoc, and content marketing aimed at top-of-funnel education. The website explicitly restricts service to U.S. residents, and there is no disclosed headcount, AUM, revenue, external funding, M&A activity, or AI/technology capability. Ownership appears to be founder/principal-owned with no institutional investors identified, and the Cetera affiliation functions as a channel partnership rather than corporate ownership.

Name

Schug Financial

Legal name

Schug Financial LLC

Website

https://schugfinancial.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Schug Financial LLC is a privately held financial advisory practice in Manitowoc, Wisconsin, that provides retirement planning, tax preparation, wealth management, and business retirement plan services to individuals and small businesses under Cetera Wealth Services and Cetera Investment Advisers affiliations.

Ownership category

akta.pro rank

Product category

Financial Advisory and Retirement Planning

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394), Accounting, Tax Preparation, Bookkeeping, and Payroll Services (5412)

SIC

Investment Advice (6282)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industries

Retirement & Pension Planning (401(k)/IRA) (FSAEAAAD), Business Owner & Executive Financial Planning (FSAEAAAO), Tax-Aware Investment Planning (FSAEAAAE)

Keywords

• Retirement planning services
• Wealth management advisory
• Tax preparation services
• Business retirement plans
• Financial planning advisory

Headquarters

HQ city

Manitowoc

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Services: Fee-based investment advisory services offered through Cetera Investment Advisers LLC, a registered investment adviser. Advisors provide portfolio management and financial planning for a fee based on assets under management or a flat fee arrangement.
2. Brokerage Services: Securities transactions offered through Cetera Wealth Services, LLC, a member FINRA/SIPC broker-dealer. Registered Representatives receive transaction-based compensation (commissions) on securities trades and insurance products.
3. Tax Preparation Services: Tax preparation and planning services offered as part of the firm's comprehensive financial planning approach, potentially generating professional services fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Schug Financial provides personalized financial planning services to individuals and small businesses, primarily centered on Individual Retirement Planning, Tax Preparation and Planning, Wealth Management, and Business Retirement Plans. Services are delivered as one-on-one advisory engagements, with brokerage execution through Cetera Wealth Services, LLC and investment advisory services through Cetera Investment Advisers LLC. The firm also offers free interactive financial calculators and educational content to support client acquisition.

Product overview

Schug Financial offers a unified financial advisory service with four core offerings: Individual Retirement Planning, Tax Preparation & Planning, Wealth Management, and Business Retirement Plans. The firm also provides supplementary Financial Calculators as educational tools. The services are integrated under Cetera Wealth Services, LLC (member FINRA/SIPC), with advisory services through Cetera Investment Advisers LLC. The firm primarily serves retirees, pre-retirees, working professionals, small business owners, and women with tailored financial solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Retirement Planning Tailored retirement planning services for retirees and pre-retirees designed to deliver financial security, covering retirement income strategy, Social Security optimization, and coordinated wealth preservation.
• Tax Preparation and Planning Tax preparation and proactive tax planning services intended to simplify filing season and maximize tax efficiency for individual and small-business clients, integrated with the firm's broader financial planning process.
• Wealth Management Comprehensive wealth management services including investment strategy and portfolio construction to help clients grow and preserve assets, delivered through Cetera Investment Advisers LLC as a registered investment adviser.
• Business Retirement Plans Retirement plan design, implementation, and administration for small business employers, including 401(k) and SIMPLE IRA programs, intended to provide employees with future-focused retirement benefits and to support business owners with plan-related decisions.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Cetera Wealth Services, LLCcoreChannel Partner/ Reseller/ DistributorSecurities offered through Cetera Wealth Services, LLC, a member FINRA/SIPC broker-dealer. Schug Financial advisors operate as Registered Representatives offering brokerage services and receive transaction-based compensation (commissions) on securities transactions.

Recent moves1 record

Expansion highlights4 records

Direct peers

• Northwestern Mutual: Milwaukee-headquartered mutual company with a strong Wisconsin advisor network delivering financial planning, investment, and insurance solutions. Directly comparable as a Wisconsin-rooted advisory brand serving individuals and small businesses with bundled financial services.
• Edward Jones: National branch-based financial advisory franchise serving individuals and small businesses with retirement, investment, and financial planning services. Directly comparable to Schug Financial's local, relationship-driven model with similar target segments and planning-first approach.
• Modern Woodmen of America: Fraternal financial services organization providing life insurance, retirement planning, and investment services through local representatives in communities across the Midwest. Comparable as a local-rep-driven model delivering integrated financial planning to individuals and small businesses in Wisconsin.
• Ameriprise Financial: Advisor-led wealth management firm where independent financial advisors deliver comprehensive planning, investments, and insurance to individuals and small businesses. Highly comparable given the shared model of local advisors providing integrated retirement, tax, and wealth services.

Broad incumbents

• Edelman Financial Engines: Large national RIA providing financial planning, investment management, and retirement plan services to individuals and through workplace relationships. Comparable as a scaled competitor in the same comprehensive financial planning and retirement categories.
• Cetera Financial Group: Parent organization of the Cetera Wealth Services and Cetera Investment Advisers networks that Schug Financial operates under. Comparable as the broader broker-dealer / RIA platform hosting independent financial advisors with similar service offerings.
• Waddell & Reed Financial (LPL Financial): Large independent broker-dealer and RIA supporting thousands of financial advisors with practice management, compliance, and product infrastructure. Comparable as the host platform model that enables independent advisor practices like Schug Financial.
• Charles Schwab Wealth Management: Major retail wealth management franchise offering brokerage, advisory, and retirement planning to individuals nationwide. Comparable as a scaled competitor in the same retail wealth and retirement planning category Schug Financial serves.
• Fidelity Investments Personal Investing: Large retail wealth manager offering brokerage, managed accounts, retirement planning, and workplace benefits. Comparable as a broader incumbent competing for the same retiree and small-business retirement plan segments in Wisconsin.

Regional players

• Robert W. Baird: Milwaukee-based wealth management and investment firm serving individuals, families, and institutions primarily in the U.S. Midwest. Comparable as a Wisconsin-headquartered wealth manager with personal financial planning and retirement services.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/schugfinancial

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Schug Financial