About Us
About Prime
Focused on Your Financial Future
Prime Financial Services started in 1989 right here in the Milwaukee area. We love being a part of this community, and like you, know the value of hard work. From our start, we've remained an independent financial firm. It's because of this independence you can feel confident about all our recommendations. We'll never make a suggestion we don't believe is the best option for you.
Our passion is to understand your story, your dreams, and work to achieve the financial future you envision. Our core values, to be hardworking and independent, goals-based and forward-thinking, confident and approachable, reliable and dedicated, drives us each and every day to serve you - our clients.
Our focus is to help you create a complete financial plan built for your life and its many stages, one you can count on no matter what comes your way.
You focus on what your future looks like, and we'll help you get there.
Our Core Values
With our core values guiding everything we do and holding us accountable, we continue to prioritize our clients.

Confident and Approachable
We’ve spent years honing our craft to provide you with advice to help reach your goals. We encourage you to dream, and we will work together as a team to reach your vision for retirement.

Goals-based and Forward-thinking
We work with you to set your financial goals, and we use our expertise and forward-thinking strategies to build plans you can count on when you retire.

Hardworking and Independent
We know what it means to work hard. We’ve built our firm independent from large institutions so we can keep you at the center of everything we do.

Reliable and Dedicated
We listen and work to understand your life stage and financial concerns before we create your plan. It's through our service and care for our clients that we hope to be the last and most trusted advisor you ever hire.
Prime Financial Services focuses on your dreams and building those into reality. Through hard work, forward-thinking, patience, and goal setting, we can help you achieve the life you’ve imagined.
Our Fiduciary Standard
Your best interest drives every aspect of our success. We’re not going to sell you the plan that has the biggest kick-back for us; we’re going to create the plan with results that meet your goals throughout our entire advisory relationship. We listen to your issues and concerns, and specialize in creating an approach designed to address your situation. As financial planners, our actions are always held to the fiduciary standard.
Our Broker-Dealer: First Allied
We’re affiliated with First Allied, one of the premier broker-dealers in the industry. They’re responsible for executing trades on your behalf. Like all broker-dealers, they must undergo regular auditing, and are required to meet specific net capital requirements to ensure they can meet obligations to investors like you.
But their support for our relationship goes well beyond executing trades. We have the independence and freedom to recommend the financial solutions that best suit your needs – no sales quotas to fulfill or proprietary products to push – ensuring your objectives are what drive all decisions, while First Allied’s network of people and resources help us pursue your unique goals and vision for the future.
First Allied is part of Cetera Financial Group, an industry-leading network of independently managed broker-dealers. Cetera’s broker-dealers deliver award-winning advisory products and solutions, and sophisticated trading and technology platforms to us and other financial professionals across all 50 states. You can be confident their tools, technology, and support help make us more effective in serving you.
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Calculators
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Resources
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Presentations
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