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Larry Goebel

Advisor at Merit Financial Advisors

Updated today

Location

Fond Du Lac, WI 54937

Credentials

Series 63, Series 65

Industry experience

39 years

About

Larry Goebel is a financial advisor with Merit Financial Advisors in Fond Du Lac, WI, holding Series 63 and Series 65 licenses and bringing 39 years of industry experience. His prior work includes roles at Purshe Kaplan Sterling Investments, LPL Financial, Cambridge Investment Research, and Voya Financial Advisors. He is also the president and owner of Goebel Insurance & Financial Inc., an insurance agency specializing in life, health, disability, long-term care, and fixed annuities. Merit Financial Group, LLC is an SEC-registered advisory firm managing approximately $10.6 billion with 144 advisors serving a diverse client base, including individuals, businesses, retirement plan sponsors, and charitable organizations. The firm employs a long-term, diversified investment strategy using model portfolios and modular sleeves, supported by an Investment Management team and committee, and offers specialized services such as independent fiduciary and ESOP trustee work.

Client services

Based on Merit Financial Advisors

Financial planning Portfolio management Pension consulting Selection of other advisers Educational seminars or workshops

Expertise

Based on Merit Financial Advisors

Options & derivatives strategies Retirement plans for business owners (SEP, solo 401k) Business exit / sale strategy

Occupation focus

Based on Merit Financial Advisors

Founder/Business Owner Retired

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Fee options

Fixed

Financial planning flat fees up to $100,000, prorated and payable monthly or quarterly

Percentage

$0 - $100,000: 1.50% $100,000 - $250,000: 1.25% Above $250,000+: 1.00%

Project-based

Hourly rates for financial planning services (specific rates not stated)

Subscriptions

Ongoing financial planning fees payable annually, quarterly, or monthly

Location

131 N. Rolling Meadows Drive, Suite A

Fond Du Lac, WI 54937

Most active in

Wisconsin

Work history

Purshe Kaplan Sterling Investments

2024 - Present (2 years)

Merit Financial Group dba Merit Financial Advisors

2023 - Present (3 years)

LPL Financial

2022 - 2024 (2 years)

Cambridge Investment Research Inc.

2018 - 2022 (4 years)

Cambridge Investment Research Advisors

2018 - 2022 (4 years)

Voya Financial Advisors, Inc.

2016 - 2017 (1 year)

Goebel Insurance & Financial Inc

2013 - Present (13 years)

Disclosures

Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.

Business activities & affiliations

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Lisa A

CFP®, Series 63, Series 65

Fond Du Lac, WI

Commonwealth Financial Network

Lisa Adams is a CFP® with 34 years of experience in the financial industry. She has worked at Commonwealth Financial Network since 2017 and previously spent eight years at SII Investments, Inc. In addition to her advisory role, she is involved in fixed insurance sales. Commonwealth Financial Network serves a national network of approximately 2,950 advisors and their retail and institutional clients, providing a range of advisory programs, wealth management, and retirement plan consulting services. The firm offers operational support and investment management tools while allowing advisors discretion in portfolio construction.

Passive / index investing Active portfolio management Tax-loss harvesting Wealth management Retirement income strategy Founder/Business Owner Executive Retired
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David A

Series 63, Series 65

Fond Du Lac, WI

Commonwealth Financial Network

David Adams is a financial advisor with Commonwealth Financial Network, holding Series 63 and Series 65 licenses and bringing 34 years of industry experience. He has worked at Commonwealth since 2017 and previously spent eight years at Sii Investments. He has also operated Financial Connection since 1995. Adams is involved in fixed insurance servicing as an additional business activity. Commonwealth Financial Network serves a national network of approximately 2,950 advisors and their retail and institutional clients by providing a range of advisory programs, operational support, and technology solutions. The firm offers various investment management options, including discretionary model portfolios and personalized indexing, supporting advisors who often operate under their own brand names.

Passive / index investing Active portfolio management Tax-loss harvesting Wealth management Retirement income strategy Founder/Business Owner Executive Retired
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Lynn H

Series 66

Fond Du Lac, WI

Cetera

Lynn Haefs is a financial advisor with Cetera, holding a Series 66 designation and 11 years of industry experience. Prior to joining Cetera in 2025, Lynn worked at Wells Fargo Advisors and Wells Fargo Clearing from 1997 to 2025 and has been a partner at Ledgevest Financial since 2019. Cetera Investment Advisers serves a diverse client base including individual, high-net-worth, institutional, and retirement-plan clients through a large network of independent advisors. The firm offers a range of portfolio management, financial planning, and fiduciary services, combining retirement capabilities with trust and institutional solutions.

Wealth management Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Charitable giving & philanthropy Founder/Business Owner Executive Retired HENRY (High Earners, Not Rich Yet) Approaching retirement

Jennifer F

Series 66

Fond Du Lac, WI

Edward Jones

Jennifer Foster is a financial advisor with Edward Jones, holding a Series 66 designation and nine years of experience at the firm. Prior to joining Edward Jones, she worked at the United States Postal Service for five years and was employed at Press Box for nine years. Edward Jones is a full-service wealth management firm serving over four million individual and institutional clients, including high-net-worth households and charitable organizations. The firm manages approximately $1.01 trillion in assets and offers a range of advisory programs and investment strategies supported by a nationwide network of more than 23,700 advisors.

Retirement income strategy College savings (529s, UTMA, etc.) General retirement planning Wealth management Retired Founder/Business Owner Executive
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Joel H

Series 66

Waupun, WI

Edward Jones

Joel Heeringa is a financial advisor with Edward Jones in Waupun, Wisconsin, holding a Series 66 designation and 16 years of industry experience. He has been with Edward Jones since 2009. He serves as president of the Utility Commission of Waupun, a board responsible for overseeing the city’s public utilities. Edward Jones is a full-service wealth management firm serving over four million individual and institutional clients. The firm offers a range of advisory programs and investment solutions, operating under a fiduciary standard and supported by a nationwide network of more than 23,700 financial advisors.

Wealth management Tax-loss harvesting Multi-generational wealth transfer Retired Founder/Business Owner Executive
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Brian J

Series 66

Fond Du Lac, WI

Cetera

Brian Jones is a financial advisor with Cetera, holding a Series 66 credential and bringing 19 years of industry experience. His career includes roles at Wells Fargo Advisors and Wells Fargo Clearing, and he is a partner at LVF, LLC dba Ledgevest Financial. Jones serves on the board of the Beacon House Foundation and the Fond du Lac Morning Rotary, and he organizes a longstanding charitable golf tournament in Fond du Lac. Cetera Investment Advisers serves a diverse client base including individuals, high-net-worth, institutional, and retirement-plan clients through a network of independent advisors. The firm offers a range of portfolio management, financial planning, and fiduciary services, combining retirement capabilities with institutional trust solutions uncommon for a firm of its size.

Wealth management Tax-loss harvesting Retirement plans for business owners (SEP, solo 401k) Charitable giving & philanthropy Founder/Business Owner Executive Retired HENRY (High Earners, Not Rich Yet) Approaching retirement
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