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- Custodian
- Capital Group · Charles Schwab & Company · Pershing
- Clients
- Retail
- Platforms
- Available in AdvizorPro
- Established Date
- 08-11-1983
- Office Locations
- 1
Office Locations
About Googins Advisors, INC
Googins Advisors, Inc. is a Middleton, WI-based RIA providing comprehensive financial planning and discretionary portfolio management for individuals and families, including retirement, tax, and estate planning and insurance guidance. The firm emphasizes asset allocation and risk management, implemented primarily with mutual funds and ETFs, with custody through firms such as Charles Schwab and Pershing.
Reported data analysis
What the numbers show
Reported AUM was unchanged at $501.0M between September 29, 2025 and February 2, 2026.
Across 5 reported observations, AUM increased 56.0% between July 21, 2022 and February 2, 2026, from $321.2M to $501.0M.
Of the latest reported AUM, 100.0% is discretionary and 0.0% is non-discretionary.
The firm reports 4 advisory representatives and 778 clients, or 194.5 clients per representative. That equates to $644.0K in reported AUM per client.
The profile lists 1 reported office location and 43 years in operation. The source data was last updated on February 2, 2026. Figures reflect reported regulatory data and may not include subsequent changes.
Team overview
Additional firm insights
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Available data coverage
- Asset Classes
- Client Personas
- Custodian
- Investment Themes
- Investment Vehicles
- Services
- Technology
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The full Googins Advisors, INC record includes the detailed values behind these data categories, along with filters and export-ready prospecting fields.
Owner & Executives
LOUISE PAULSON GOOGINS
Advisor, Chief Compliance Officer, President, TREASURER
- CRD
- #857700
- Ownership
- 75% or more
Showing 1 of 1 owners & executives
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LYNNE RIPPLE GOLDSMITH
Financial Advisor, General Partner
- CRD
- #2969176
Dayton Raymond Hoffmann
Associate
- CRD
- #7559109
Showing 2 of 4 contacts
Unlock allAssets Under Management
| Category | Assets | AVG. Account size |
|---|---|---|
| Discretionary | $501,043,111 | $297,002 |
| Non-Discretionary | $0 | -- |
| Total | $501,043,111 | $297,002 |
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Separately Managed Accounts
SMA allocation detail is available
Googins Advisors, INC has reported separately managed account data across 3 asset classes. AdvizorPro provides the associated asset values, allocation percentages, and exportable breakdown.