Madison Asset Advisors, LLC

The firm provides discretionary portfolio management and financial planning primarily to individual clients and related entities, tailoring portfolios that typically emphasize low-cost mutual funds and exchange-traded funds while permitting individual equities, fixed income, options, and other instruments where appropriate. As a solo adviser managing roughly $25.1 million for about 15 clients, the firm also assists with Investment Policy Statements and individualized asset allocation planning.

Investment advice is grounded in Modern Portfolio Theory with a focus on diversified asset allocation, strategic rebalancing, and a generally long-term buy-and-hold orientation; the firm documents client objectives and risk tolerances and monitors accounts on an ongoing basis. Advisory fees are charged as a percentage of assets under management, and the firm uses financial planning tools to develop and review client plans.

Uncommonly for a single-advisor independent firm, the managing member maintains an affiliation with another independent investment adviser—serving as an Investment Adviser Representative for a separate wealth management firm and dedicating roughly one-third of professional time to that role—and also provides financial instruction and consulting (about 20–30 full days per year), relationships the brochure discloses as potential conflicts of interest. The firm states it manages those conflicts by allocating time and responsibilities to avoid disadvantaging clients, and its principal holds professional credentials (including the CFA charter and an MBA) that the brochure highlights as part of its advisory background.