Googins Advisors provides financial planning and portfolio management for individuals and small businesses.
Googins Advisors reports 796 clients. They include 519 individual clients and 277 high-net-worth individuals. Of its assets, 100.0% ($566M across 1,667 accounts) are managed with discretion. Of its clients, 1% are outside the U.S.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 65% | 60% |
| High-net-worth individuals | 35% | 40% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 519 | $339M | 60.0% | $653K |
| High-net-worth individuals | 277 | $226M | 40.0% | $817K |
| Total | 796 | $566M | 100% | $710K |
- Clients
- 519
- Regulatory AUM
- $339M
- AUM share
- 60.0%
- Avg. per client
- $653K
- Clients
- 277
- Regulatory AUM
- $226M
- AUM share
- 40.0%
- Avg. per client
- $817K
Total
- Clients
- 796
- Regulatory AUM
- $566M
- AUM share
- 100%
- Avg. per client
- $710K
- Clients outside the U.S.
- 1%
- Clients advised without assets under management last fiscal year
- 0
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 0
Googins Advisors charges 0.60%–1.00% for its Investment Advisory and Management Services. The brochure does not state whether the rate is annual. Each asset band is charged at its own rate. The fee is billed in advance and is not negotiable.
| Asset band | Rate (period not stated) |
|---|---|
| $0–$1M | 1.00% |
| $1M–$2M | 0.80% |
| $2M and above | 0.60% |
Fee details and sources
Louise Paulson Googins owns 75% or more of Googins Advisors. The leadership team of Googins Advisors includes President Louise Paulson Googins and Chief Compliance Officer Richard Martin. It has 8 employees, 3 of them in advisory roles.
Staff
- 8 employees
- 3 in advisory functions
- 3 state-registered reps
- 1 insurance agent
- Owns 75% or more of Googins Advisors, Inc.
Louise Paulson Googins
Control person · since September 1984
Googins Advisors’ regulatory assets grew 2.1× from $265M (April 2021) to $566M (September 2026); clients rose from 715 to 796 and employees from 4 to 8.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | StaffEmployees | Offices |
|---|---|---|---|---|
| Sep 2026September 2026 | $566M | 796 | 8 | 1 |
| Feb 2026February 2026 | $501M | 778 | 8 | 1 |
| Sep 2024September 2024 | $429M | 773 | 8 | 1 |
| Apr 2024April 2024 | $360M | 776 | 8 | 1 |
| Jul 2022July 2022 | $321M | 777 | 8 | 1 |
| Apr 2021April 2021 | $265M | 715 | 4 | 1 |
Besides its headquarters, Googins Advisors has 0 offices, with 1 listed address in 1 state.
Wisconsin · 1 listed address
- 6417 University Avenue, MiddletonHQ
Contact and registration details
- Legal name
- Googins Advisors, Inc.
- Headquarters
- 6417 University Avenue, Middleton, WI 53562
- Website
- googins.com
- Phone
- 608-514-1044
- SEC file
- 801-68432
- Structure
- Wisconsin corporation
- Fiscal year end
- June
Googins Advisors’ named custodians for separately managed accounts are Pershing ($319M, 58%) and Charles Schwab ($226M, 42%). Googins Advisors does not have custody of client assets.
- PershingPershing LLC · Jersey City, NJ · $319M58%
- Charles SchwabCharles Schwab & Co., Inc. · Westlake, TX · $226M42%
At year end, Googins Advisors’ separately managed accounts were mostly in funds (90%).
What the accounts hold
- Stocks7%
- Funds90%
- Cash3%
How many clients does Googins Advisors have?
Googins Advisors has 796 clients and manages $566 million for them, as of September 2026. They include 519 individual clients and 277 high-net-worth individuals.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 29 September 2026
What services does Googins Advisors offer?
Googins Advisors provides financial planning and portfolio management for individuals and small businesses.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
How much does Googins Advisors charge?
Googins Advisors charges 0.60%–1.00% for its Investment Advisory and Management Services. The brochure does not state whether the rate is annual. Each asset band is charged at its own rate. The fee is billed in advance and is not negotiable.
Source: FORM ADV PART 2AB GOOGINS ADVISORS, INC., filed 29 September 2026
Which custodians does Googins Advisors use?
Googins Advisors’ separately managed account assets are held at Pershing LLC (Jersey City, NJ), with $319M and Charles Schwab & Co., Inc. (Westlake, TX), with $226M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 29 September 2026
How many financial advisors does Googins Advisors have?
Googins Advisors has 3 investment adviser representatives registered with state securities authorities, out of 8 employees, and 3 perform investment advisory functions. 0 employees are registered representatives of a broker-dealer and 1 employee is a licensed insurance agent.
Source: Form ADV Part 1A, Items 5.A and 5.B, from the SEC's 2 October 2026 data file
What does Googins Advisors invest in?
At the end of its last fiscal year, Googins Advisors’ separately managed accounts held 90% registered funds (mutual funds, ETFs, BDCs), 7% exchange-traded equities and 3% cash and equivalents.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Googins Advisors?
Googins Advisors’ direct owner is Louise Paulson Googins (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 29 September 2026
How does Googins Advisors get paid?
Googins Advisors is paid through a percentage of assets under management, hourly charges, fixed fees and commissions. Its Form ADV lists no performance-based fees among how it is paid.
Source: Form ADV Part 1A, Item 5.E, from the SEC's 2 October 2026 data file
How do I contact Googins Advisors?
Googins Advisors’ main office is at 6417 University Avenue, Middleton, WI 53562. Its phone number is 608-514-1044. Its website is googins.com.