Generated by All in One SEO Pro v4.9.6.2, this is an llms.txt file, used by LLMs to index the site.

# Googins Advisors

Investments with Planning

## Sitemaps

- [XML Sitemap](https://googins.com/sitemap.xml): Contains all public & indexable URLs for this website.

## Posts

- [Blog](https://googins.com/blog/)
- [A New Year: Reflecting & Planning](https://googins.com/2026/01/15/a-new-year-reflecting-planning/) - Dear Clients and Friends, Happy New Year! To some this is a time of getting your house in order, taking down decorations, setting goals and making resolutions to better oneself. We see that it is a good time to reflect how your financial picture inter-relates with these goals. There are many changes that occur in
- [Good Feelings and Bad Feelings](https://googins.com/2025/07/28/good-feelings-and-bad-feelings/) - Investing should be more than good or bad feelings about the market, but frequently it is not. We warn our children how to behave, we should also guard our reactions to the market. Googins Advisors attempts to be Behavioral Investment Counselors with meaningful facts and advice. We believe in the market and how it is…can
- [Compound Interest Can Be Exciting](https://googins.com/2025/05/27/compound-interest-can-be-exciting/) - You need compound interest at a high rate, not the rate you earn on money market funds. Compound interest on equities is exciting. You will think or say, "these numbers are hardly believable." But they are. "The long term" means you will double and triple your money when you have a plan. Googins Advisors will
- [Pay Attention to Net Returns](https://googins.com/2025/07/02/pay-attention-to-net-returns/) - "Everyone brings up the fees, but all I care about are net returns." Clinton Huff, Texas Tech University, Wall Street June 14-15, 2025. If you concentrate on published costs, you frequently miss other costs also in the investment but not published. Net returns show what you have earned after all costs. We show our clients
- [Want to Be a "Big Investor" or a Successful Investor?](https://googins.com/2025/06/09/want-to-be-a-big-investor-or-a-successful-investor/) - Today the newspaper talks about Trillions as if millions are nothing, but any amount of saved money and a million or two, etc. can give you a comfortable life and control. Learn how to develop that first million; the rest comes easily. Norman Vincent Peale said something like "Pray, think, work and do." Googins Advisors
- [Ralph Waldo Emerson Knew About Money](https://googins.com/2025/06/09/ralph-waldo-emerson-knew-about-money/) - His first wife left him an estate of $23,000. It may not sound like much today in 2025 but it gave him considerable dividends at the time. He grew up in poverty and became a known speaker re Transcendentalism. He was known as generous, helped his family. His books did not pay well until end
- [Time in the Market not Timing](https://googins.com/2024/08/09/time-in-the-market-not-timing/) - We’ve heard it before: each time the Presidential Election comes around, it sounds so logical that whoever is elected President will have a huge effect on the stock market. But it is not true. Charlie Munger, recently deceased and long term partner to Warren Buffet and Berkshire Hathaway is known for many quotes. People
- [Election Worries](https://googins.com/2024/10/04/election-worries/) - We talk with 3-4 callers each week who worry about the upcoming Presidential election. Watching and working in the securities area for nearly 50 years, I can affirm the answer has been the same through the years. Stocks continue to trend upward through both Republican and Democrat tenures. You are building long term wealth and
- [What is “the American Dream?” The “rule of law?”](https://googins.com/2025/01/09/what-is-the-american-dream-the-rule-of-law/) - What are these terms that inspire thoughts of morality and justice? Jimmy Carter, former U.S. President, died on the 29th of December 2024 at age 100. Like all presidents, he incurred criticism and I was happy to read an article by economist Brian Wesbury detailing the years of Carter’s presidency in a positive and balanced
- [Stop Thieves: Scammers Want Your Money!](https://googins.com/2025/02/14/online-security-practices/) - Years ago I received a message that a friend of mine could not be located and her grandchild was locked in prison. Well, I wanted to help and I attempted to locate how I could help. Instead I learned how many friends she had as I bumped into others attempting to help. The grandchild was
- [Staying Grounded Amid Market Uncertainty](https://googins.com/2025/03/14/staying-grounded-amid-market-uncertainty/) - Stress, worry, emotions may be ruling your life. We have been surprised at the number of people panicking. Why? Panic is not an intellectual decision; it has no purpose other than to disrupt your life and waste your time. As the Capital Group, American Funds, say: Investors are spinning from one news cycle to the
- [The Importance of Capital](https://googins.com/2025/05/22/th-importance-of-capital/) - An investment cycle of 2025 comes to a close at the end of May. Indexes tell you about stocks: the Dow Jones Industrial Average, the Standard & Poor’s 500 Averages and NASDAQ and others. They tell you what stock prices have been over time periods. As you know, there has been volatility and it is
- [Annuitizing or Withdrawing?](https://googins.com/2025/05/27/annuitizing-or-withdrawing/) - You give up control as soon as you annuitize a retirement account established for you. Is it a 401k plan? Or other type retirement plan? Do you really want to give the remaining account to the insurance company? Googins Advisors Inc.
- [Tariffs and the Market](https://googins.com/2025/04/07/tariffs-and-the-market/) - Worried about the market? Interesting information in a complete discussion of tariffs at American Funds.com. In 2019 the discussion of tariffs may have helped the market go down 4.4%, but in 2019 it may have helped the market up by 31.1 %. Googins Advisors Inc.
- [There is a cost for selling to conquer your fear.](https://googins.com/2025/04/17/there-is-a-cost-for-selling-to-conquer-your-fear/) - We can show you real returns that accounts we recommend have earned our clients....for years! Real numbers and you and I can count the times the account was lower in value but recovered that value. Work with real information, not fearful thoughts. The truth matters. Googins Advisors, Inc.
- [How To Keep A Long Term Perspective](https://googins.com/2025/04/28/how-to-keep-a-long-term-perspective/) - Ignore "the news": understand "news" changes daily and hourly. You know the stock market grows over the long term and it is possible to purchase top performing stocks. Googins Advisors Inc.
- [Want to Talk with a REAL Person?](https://googins.com/2025/04/28/want-to-talk-with-a-real-person/) - "A.I." or artificial intelligence is probably a great invention and worthy of investing in, but are you tired of answers which are incomplete and long lists of questions you must answer before you get an answer you need? An answer which shows no understanding or caring of your personal needs? Call 608-514-1044 and talk with
- [Investing Is Fun!](https://googins.com/2025/04/17/investing-is-fun/) - Earning money, seeing your account or accounts grow should be exciting. You are building personal freedom, ability to help yourself, your family, your friends. If you become greedy, it is not fun. Fun comes from the accomplishment. As we've been told innumerable times: "I see now this is not rocket science!" It is fun and
- [Stocks vs Bonds - It Should Be Easy to Decide](https://googins.com/2025/04/11/stocks-vs-bonds-it-should-be-easy-to-decide/) - Stocks have outperformed bonds forever! There is no magic. There are dips in each category but stocks recover the best. If stocks double over a recent 20 year time period, and stocks multiply by 7 times, where is the question? Isn't it decided? This is simple information which you can use. (Keep it simple, stupid
- [Discipline Earns A Good Return!](https://googins.com/2025/04/11/discipline-earns-a-good-return/) - When the market is wild, look away. When you can't stand the volatility, look away. Did you buy junk? Then we can't help you, but if you let us help you invest, you own high quality investments. No matter how how much fear and bad ideas are thrown at you, you must remain disciplined! Look
- [Oil, Environment, and More](https://googins.com/2025/04/07/oil-environment-and-more/) - Global oil demand remains strong in recent years but prices per barrel are lower. (Lower prices may means bargains) These are facts that are always changing. Do you believe oil should stay in the ground but the sun or environment can take care of you? Or do you appreciate all the sources and resources and
- [The Power of Compound Interest](https://googins.com/2025/03/28/the-power-of-compound-interest/) - Compound interest is like magic except compound interest is real. Just met with a client whose accounts have paid out more than 4 times the amount that was invested. In addition, the client has accounts worth about one and a half amount invested. If the client continues to live and spend with the discipline employed,
- [Loss of Job? Loss or Gain?](https://googins.com/2025/03/21/loss-of-job-loss-or-gain/) - People have been "let go" and many people have worried they might be "let go." It seems strange but we once told those people "it might be an opportunity". Then dismissed employees started telling us it was a "best thing" that had ever happened to them. Strange how life turns out....Googins Advisors, Inc. helps people
- [Earnings - Did you know?](https://googins.com/2025/03/21/earnings-did-you-know/) - Earnings of "listed companies" are reported quarterly. As of 2/28/25, 484 of the 503 stocks in the 500 Index have reported quarterly earnings...estimated earnings. For six consecutive quarters, the year over year earnings have increased. Interesting, and one piece of an intricate puzzle. After all, the numbers are always changing and they are estimates of
- [Debt-Free Living](https://googins.com/2025/03/28/debt-free-living/) - If you have no debt or limited debt, you can ignore the constant articles regarding interest rates. People become enslaved with debt and their sense of well-being is destroyed. Decide today to become debt free; your health will improve, your spirit will lighten, and life will be good!
- [Stock Market Jitters?](https://googins.com/2025/03/14/stock-market-jitters/) - The Capital Group reminds us that even the strongest bull markets can stumble, but the economic backdrop remains generally positive. If many stocks are priced for perfection, returns will be lower for a while. "Market surprises are not surprising." History has taught us that 73% of all years have had positive returns. Do you stop
- [Independence](https://googins.com/2025/03/14/independence/) - You can have a level of independence by understanding what you have done and what needs to be done. As we've been told frequently, "I see it's not rocket science." It feels great to know you have taken care of important decisions. Call us.

## Pages

- [Home](https://googins.com/) - A Fresh Approach to Financial Planning. We take a SIMPLE AND STRAIGHTFORWARD approach to wealth management.
- [Are you worried your account transfer will be complicated?](https://googins.com/financial-planning-services-madison-wi/are-you-worried-your-account-transfer-will-be-complicated/) - If you had a daunting experience with transferring accounts between financial firms in the past, we completely understand if you're leery about doing it again. We know that having to fill out stacks of long, complicated forms is unappealing and, frankly, unnecessary. We've refined our new client process to be as streamlined and stress-free as
- [How to start investing with a small amount of money](https://googins.com/financial-planning-services-madison-wi/how-to-start-investing-with-a-small-amount-of-money/) - If you're wondering how to invest with a small amount of money, keep in mind that successful investing isn't so much about quantity as it is about consistency. Any funds you can invest on a regular basis are dollars that are now working for you. Small upfront investment? No problem. Starting small is a smart way
- [Small Business Financial Planning Services](https://googins.com/financial-planning-services-madison-wi/small-business-financial-planning-services/) - You face a number of challenges as you work to grow your business. We understand because we've been there. Like you, we're a small business. From our offices in the Madison area, we provide small business financial planning advice you can trust, as it comes from our experience. We see our company reflected in yours. That's
- [Financial Income Tax Planning](https://googins.com/financial-planning-services-madison-wi/financial-income-tax-planning/) - As investment management professionals, we find that this aspect of financial planning isn't always given the attention it deserves. When it is discussed, it's most often done in a way that is confusing at best. Our way is different. While we don't prepare tax returns, we'll work alongside your accountant and clear the confusing clutter about how your
- [Estate Planning Services](https://googins.com/financial-planning-services-madison-wi/estate-planning-services-madison-wi/) - You want your estate to help provide for your family after you're gone. And while you realize it will be taxed, you want to pass on as many of your assets as possible - with minimal red tape. We hear you. While we aren't attorneys, we help clients become familiar with important issues in a simple, straightforward way
- [Life Insurance Planning Services, Long-term Care, and Disability](https://googins.com/financial-planning-services-madison-wi/life-insurance-planning-services-long-term-care-and-disability/) - Insurance is a critical component of your financial security. As a trustworthy provider of disability, long-term care, and life insurance planning services in Madison, Wisconsin, we help you understand the coverage you need and how it impacts your overall wealth management plan. You'll find that our simple, straightforward advice makes the process of choosing your
- [Personal Lifestyle and College Financial Planning Services](https://googins.com/financial-planning-services-madison-wi/personal-lifestyle-and-college-financial-planning-services/) - Do you want to travel around the world? Are you looking to save for your child's college tuition? Our personal and college financial planning services in Madison, WI can help get you there. What sets us apart from others in the industry is our desire to get to know you so we can truly understand
- [Retirement Planning Solutions](https://googins.com/financial-planning-services-madison-wi/retirement-planning-solutions-madison-wi/) - If you're looking for a provider of retirement planning solutions in Madison, WI, you've found a firm that believes in a simplified process that is focused on you rather than burying you in confusing numbers. This sets the tone for everything we do. Thinking about retirement? To begin, there's only one question to ask yourself:
- [Asset and Wealth Management](https://googins.com/financial-planning-services-madison-wi/asset-and-wealth-management/) - At some firms, asset and wealth management is all about markets and financial products, acronyms, and percentages. We think it's about that too, but it's mostly about you and your objectives. That's why our process starts with us listening. Based on what we hear about you, we'll develop comprehensive recommendations that we'll present in a
- [Our Team](https://googins.com/our-team/) - LOUISE GOOGINS, President Louise Googins has been helping people with their money since 1978. Googins Advisors Inc. takes its mission of helping people achieve financial independence seriously. Over the years, people have been pleased to see how compound interest and consistent tax planning can help achieve their long-term goals. Louise has conducted seminars on financial
- [How is your account performing?](https://googins.com/how-is-your-account-performing/) - Your account is performing well if it's on track to meet your objectives. We not only help you set those performance objectives, we continually evaluate how well your holdings are progressing toward them. We'll meet regularly to review your portfolio performance together so you always know where it stands. Setting You up for Success The
- [Client Access](https://googins.com/client-access/) - Log in to your NETXInvestor account. Secure Login Log in to your Charles Schwab account. Secure Login Log in to your Capital Group | American Funds account. Secure Login
- [Are You Worried Your Account Transfer Will be Complicated?](https://googins.com/worried-account-transfer-will-be-complicated-madison-wisconsin/) - If you had a daunting experience with transferring accounts between financial firms in the past, we completely understand if you're leery about doing it again. We know that having to fill out stacks of long, complicated forms is unappealing and, frankly, unnecessary. We've refined our new client process to be as streamlined and stress-free as
- [Contact Us](https://googins.com/contact-us/) - The path to simple, straightforward wealth management starts with a conversation-contact us today by filling out the form below, or call us at 608.514.1044. LET'S CHAT Googins Advisors 6417 University Ave. Middleton, WI 53562-3417 Hours: Monday - Thursday: 8:30am - 5pm Friday: 8:30am - 3pm Saturday - Sunday: Closed Appointments outside of listed business days
- [Thank You](https://googins.com/thank-you/) - Success! Thank you for contacting us. We will reach out to you shortly.
- [The Googins Way](https://googins.com/the-googins-way/) - When you think of financial planning, does the word "ease" come to mind? If you've dealt with large firms in the past or are new to investing, you may think of the process as complicated - a far cry from "easy." At Googins Advisors, we take a simpler, more straightforward approach to wealth management. Why?
- [Why Googins?](https://googins.com/why-googins/) - At some firms, asset and wealth management is all about markets and financial products, acronyms, and percentages. We think it's about that too, but it's mostly about you and your objectives. That's why our process starts with us listening. Based on what we hear about you, we'll develop comprehensive recommendations that we'll present in a
- [Worried about down markets?](https://googins.com/worried-about-down-markets/) - There's no question that bear markets are a challenge, but with proper guidance you can feel confident in your strategy when the numbers start trending downward. It takes patience, trust, and a solid plan to weather the storm. We've been helping clients do it successfully for decades. Reaping on the Rebound During down markets, it's
- [FREQUENTLY ASKED QUESTIONS](https://googins.com/faq/) - Will I have a dedicated advisor? Yes, and our philosophy is that any advisor can help you at any time. Are there long-term contracts involved? Our management agreement does not lock you into any long-term contract. We have many clients we have worked with for years; we believe this is due to the results we
- [How to Start Investing at Googins Advisors](https://googins.com/how-to-start-investing-at-googins-advisors/) - It's not unusual to be a little unsure about how to start investing. We specialize in clarifying this sometimes complex topic. Our process for welcoming and getting you up to speed is surprisingly simple - no stacks of forms packed with confusing questions here! Instead, you get a handshake, a cup of coffee, and a
- [Not saving enough for retirement?](https://googins.com/not-saving-enough-for-retirement/) - Do you fear you're not saving enough for retirement? That feeling can be very unsettling. What can make the situation even worse is the mistaken belief you're powerless to change your financial outlook. We understand your concerns. We also know that the best way to alleviate them is to take action. It's never too late to
- [Can you afford the cost of a financial advisor?](https://googins.com/can-you-afford-the-cost-of-a-financial-advisor/) - Are you unsure whether you can afford the cost of a financial advisor? We think you'll find that hiring us is very cost-effective. From your initial consultation to scheduled account reviews to regular correspondence, there is never a fee for our time or recommendations. What's the catch, you might ask? There's no "catch" per se,
- [New to Financial Planning?](https://googins.com/new-to-financial-planning/) - If you're new to financial planning, you're not alone. Everyone with a thriving portfolio today started where you are - and had many of the same questions and concerns you likely have, including: Where and how do I begin? What if I'm not saving enough money? Do I have enough money to invest? Can I afford
- [Need a New Financial Advisor?](https://googins.com/new-financial-advisor/) - When it comes to finding a financial advisor to help manage your wealth, you deserve to feel comfortable asking questions, confident that you're getting excellent advice, and completely at ease with your portfolio's progress toward your goals. If that's not the case, you may need a new advisor who has your best interests in mind-and not just when you're sitting across the
- [Is your wealth growing to meet your goals?](https://googins.com/is-your-wealth-growing-to-meet-your-goals/) - If your portfolio performance isn't in alignment with your financial goals, it might be time to reexamine your current strategy - and the relationship with your current advisor. You deserve to work with a partner who thoroughly understands your objectives and guides you through the changes in the market to ensure you stay on track.
- [Financial Planning Services](https://googins.com/financial-planning-services-madison-wi/) - Here you'll find a team of professionals that provides comprehensive financial planning services for clients throughout the Madison, Wisconsin area. You'll also find individuals who take a different, more personal and straightforward approach to managing your financial future. You can count on us having all the technical financial know-how to help clients like you, but
- [Small Business Financial Planning Services](https://googins.com/small-business-financial-planning-madison-wi/) - You face a number of challenges as you work to grow your business. We understand because we've been there. Like you, we're a small business. From our offices in the Madison area, we provide small business financial planning advice you can trust, as it comes from our experience. We see our company reflected in yours. That's
- [LEGAL DISCLOSURES](https://googins.com/legal-disclosures/) - As investment advisors, our documentation is available on request, including: Uniform Application for Investment Advisor Registration Investment Advisory and Management Services Agreement Fee Schedule SEC Registration ADV Parts II & III and Schedules are accessible here: https://adviserinfo.sec.gov/firm/summary/13985 This is not an offer to buy or sell securities. Information or opinions in this website are presented solely
- [Is Your Wealth Growing to Meet Your Goals?](https://googins.com/is-your-wealth-growing-to-meet-your-goals-madison-wisconsin/) - If your portfolio performance isn't in alignment with your financial goals, it might be time to reexamine your current strategy - and the relationship with your current advisor. You deserve to work with a partner who thoroughly understands your objectives and guides you through the changes in the market to ensure you stay on track.
- [Financial Income Tax Planning](https://googins.com/financial-income-tax-planning-madison-wi/) - As investment management professionals, we find that this aspect of financial planning isn't always given the attention it deserves. When it is discussed, it's most often done in a way that is confusing at best. Our way is different. While we don't prepare tax returns, we'll work alongside your accountant and clear the confusing clutter about how your
- [Estate Planning Services](https://googins.com/estate-planning-services-madison-wi/) - You want your estate to help provide for your family after you're gone. And while you realize it will be taxed, you want to pass on as many of your assets as possible - with minimal red tape. We hear you. While we aren't attorneys, we help clients become familiar with important issues in a simple, straightforward way
- [Can You Afford the Cost of a Financial Advisor?](https://googins.com/can-you-afford-the-cost-of-a-financial-advisor-madison-wisconsin/) - Are you unsure whether you can afford the cost of a financial advisor? We think you'll find that hiring us is very cost-effective. From your initial consultation to scheduled account reviews to regular correspondence, there is never a fee for our time or recommendations. What's the Catch, You Might Ask? There's no "catch" per se,
- [Asset and Wealth Management](https://googins.com/asset-wealth-management-madison-wi/) - At some firms, asset and wealth management is all about markets and financial products, acronyms, and percentages. We think it's about that too, but it's mostly about you and your objectives. That's why our process starts with us listening. Based on what we hear about you, we'll develop comprehensive recommendations that we'll present in a
- [Worried About Down Markets?](https://googins.com/need-strategy-for-down-markets-madison-wisconsin/) - There’s no question that bear markets are a challenge, but with proper guidance you can feel confident in your strategy when the numbers start trending downward. It takes patience, trust, and a solid plan to weather the storm. We’ve been helping clients do it successfully for decades. Reaping on the Rebound During down markets, it’s
- [Welcome](https://googins.com/welcome/)
- [Retirement Planning Solutions](https://googins.com/retirement-planning-solutions-madison-wi/) - If you’re looking for a provider of retirement planning solutions in Madison, WI, you’ve found a firm that believes in a simplified process that is focused on you rather than burying you in confusing numbers. This sets the tone for everything we do. Thinking about retirement? To begin, there’s only one question to ask yourself:
- [Personal Lifestyle and College Financial Planning Services](https://googins.com/personal-lifestyle-college-financial-planning-services-madison-wi/) - Do you want to travel around the world? Are you looking to save for your child’s college tuition? Our personal and college financial planning services in Madison, WI can help get you there. What sets us apart from others in the industry is our desire to get to know you so we can truly understand
- [Not Saving Enough for Retirement?](https://googins.com/not-saving-enough-for-retirement-madison-wisconsin/) - Do you fear you’re not saving enough for retirement? That feeling can be very unsettling. What can make the situation even worse is the mistaken belief you’re powerless to change your financial outlook. We understand your concerns. We also know that the best way to alleviate them is to take action. It’s Never too Late to

## Categories

- [Blog](https://googins.com/category/blogs/)
- [Newsletter](https://googins.com/category/newsletter/) - Newsletter