About Us

    In 1976, JA Counter was founded in New Richmond, Wisconsin as an insurance agency specializing in individual life, health and disability and employee benefit planning.  James (Jim) Counter founded the agency during a time that health claim forms were handwritten on paper; but as times changed--so did JA Counter.

    Linda Skoglund joined the firm in 1990 and worked with Jim to help capitalize on his industry leadership to build programs to support other advisors in 1990.  Linda joined 
    JA Counter as a shareholder in 1997 and acquired 100% of the shares by 2001.  She leads the firm with the same passion and determination to care for their clients as was instilled in her through Jim Counter’s mentorship.  JA Counter became a member of the Benefit Advisors Network (BAN) in 2007 and joined Cambridge Investment Research, Inc in 2016.

    Out of the Benefit Advisors Network, twenty-three independent firms discussed the ability to provide the best of both worlds—national scope combined with local service.  The thought-leaders dreamed of the transformation of client experience that would occur by providing greater depth and breadth of resources if they came together as one large collaborative unit.  In 2017 they executed their plan!  An aggregator was formed, uniting the 23 firms into a larger entity known as Alera Group.

    Our Present:

    JA Counter IS Alera Group – fully embracing the alignment of our brand with the vision our founders set and the mission our team brings to life every day.  Our local (Wisconsin/Minnesota) operations are run by managing partner, Linda Skoglund and market leader, Kristi Cherney with the backing of the regional and executive leadership team of Alera Group.  The culture of our combined organization thrives on innovative thinking and constant collaboration while maintaining strong local relationships.  

    Today, as always, we provide exceptional service to our clients through innovative, customized solutions, education, knowledge, and resources delivered with integrity and professionalism.  And we have fun doing it! We look forward to making a difference for you!

     

    Investment advisory services offered through Alera Investment Advisors, LLC. Securities offered through Osaic Wealth, Inc. member FINRA/SIPC. Osaic Wealth is separately owned and other entities and/or marketing names, products or services referenced here are independent of Osaic Wealth.

    This communication is strictly intended for individuals residing in the states of XX. No offers may be made or accepted from any resident outside the specific state(s) referenced.

    Check the background of your financial professional on FINRA's BrokerCheck.

    Information provided by Alera should not be considered tax or legal advice. Should you require tax or legal information, please consult your tax advisor or attorney. 

    Meet Our Team

    Elise Banitt

    Associate Account Manager
    Elise Banitt

    Elise Banitt serves as an Associate Account Manager at Alera Group, bringing a strong background in health, wellness, and fitness. She earned her degree from the University of Wisconsin-Stout, where she also showcased her leadership and teamwork skills as a right-side hitter for the women's volleyball team.

    Elise combines her strengths & drives to make a difference for our clients by honoring commitments and doing it with a great attitude (and feng shui office!). 

    A native of Prescott, Wisconsin, and an alumna of River Falls High School, Elise is deeply connected to her community. Her commitment to client service and her collaborative approach make her a valuable asset to our team.

    Outside of her professional endeavors, Elise enjoys spending time on the St. Croix River, engaging in sand volleyball, scuba diving, and cliff jumping, and cherishes moments with family and friends.

    Elise's dedication to excellence and her vibrant personality contribute significantly to client success and or office culture.

    Strengths:  Positivity, Includer, Consistency, Discipline, Harmony
    Predictive Index Profile: Collaborator
    If It Was Raining Food: Elise would want it to be raining poutine. 

    LinkedIn

    Kristi Cherney, HeRo Advisor

    Market Leader
    Kristi Cherney, HeRo Advisor

    Kristi Cherney serves as the Market Client, Consulting & Operations Leader, where she is dedicated to ensuring client satisfaction, leading the consulting practice, and driving operational excellence. With a strong focus on delivering high-quality service, Kristi works to enhance client experiences through strategic guidance, innovative solutions, and streamlined operations.

    In her leadership role, Kristi oversees consulting initiatives that help organizations navigate complex benefits landscapes, optimize health management strategies, and create meaningful employee experiences. She is passionate about partnering with clients to develop practical, cost-effective solutions that support both business objectives and employee well-being. Her deep industry expertise—shaped by a 20 years career working with employers large and small from service to manufacturing—enables her to deliver insights that balance operational efficiency with a people-first approach.

    Kristi lives in the Osceola area with her family and is currently enjoying the evolution of growing children.  With a Freshman at Arizona State University (Go Sun Devils!) and a High School Sophomore (with a license!), she enjoys supporting her children in their growth and finds joy in traveling, hiking, biking, and camping with family. Her favorite form of mindful meditation is riding her motorcycle (Betty White).

    Kristi is a Certified Health Rosetta Advisor and is Life & Health Licensed in Wisconsin and Minnesota.

    Strengths:  Strategic, Context, Deliberative, Individualization, Empathy
    Predictive Index Profile: Individualist
    Dream Job (as a child): a Regenerative Farmer
     

    LinkedIn

    James Counter

    Founder of JA Counter
    James Counter

    Founder of JA Counter & Associates, Inc., Jim Counter, started his career in Milwaukee in 1963 as an insurance agent. He became a Registered Representative in securities 10 years later. He practiced almost all phases of planning and management of the financial planning business. He became a CLU (Chartered Life Underwriter) in 1972 and a ChFC (Chartered Financial Consultant) in 1982. Jim has a Master of Science Degree in Financial Services. Jim specialized in Financial and Estate planning as well as overall investment planning to help analyze the risk and reward elements of investment portfolios. After 38 years of experience in the financial services industry, Jim retired on April 1, 2011.

    Julie Domres

    Office Assistant & Personal Markets Coordinator
    Julie Domres

    Julie Domres serves as the Office Assistant and Personal Markets Coordinator at Alera Group, where she plays a embodies "service with a smile" - improving the experience of every person she comes into contact with. Julie ensures the smooth operation of our office and the effectively serves our valued Individual clients. 

    Beyond her professional responsibilities, Julie is a dedicated yoga instructor, offering classes, private instruction, workshops, and retreats through her platform, Willow River Yoga. Her diverse interests and commitment to wellness and creativity enrich her contributions to our team and the broader community.

    Strengths: Positivity, Developer, Empathy, Connectedness, Woo
    Predictive Index Profile: Operator

    LinkedIn

    JAC Announces Corporate Sponsorship for Family Friendly Workplaces

    Partnership Seeks to Continuously Improve St. Croix Valley for Families JA Counter, an Alera Group company, is pleased to announce that is has become a Corporate Sponsor for Family Friendly Workplaces (FFW), Inc. (a Wisconsin 501C3 nonprofit).

    JAC Announces Corporate Sponsorship for Family Friendly Workplaces

    Road clean up

    The JAC Team got together once again for some much needed Highway Clean Up! What a blessing for the weather to be the nicest day of the week! Image removed.It is so great to see everyone’s smiling faces, get out of the house, and get moving! It was a much needed day

    Road clean up

    JAC Food Donation to Five Loaves Food Shelf

    It was an absolute pleasure to participate in a food drive for Five Loaves Food Shelf in New Richmond.  Check out their website to learn how you can help too!  Thank you JAC team for your donations and thank you Five Loaves for all you do to support our community!!

    JAC Food Donation to Five Loaves Food Shelf

    Great Place to Work Certified!

    We’re a great place to work!! We are incredibly proud to announce that in May 2021, JA Counter, an Alera Group Company was officially certified as a great place to work!

    Great Place to Work Certified!

    2021 Annual Kinship Fundraiser

    Thank you [Rich Potvin] for your support of the Polk County Kinship Program!  Once again, JA Counter had a great time sponsoring a table at the annual fundraiser!  We enjoy making a difference in our communities, but it’s even better when it’s a lovely night at a local venue (Celebrations at the Gables) with great food, raffles and a silent auction!  We look forward to next year!

    2021 Annual Kinship Fundraiser

    2021 Hometown Holidays Parade

    Your team at JA Counter was thrilled to participate (again) in the New Richmond Chamber’s Hometown Holiday’s annual parade!

    2021 Hometown Holidays Parade

    EXPERT EDUCATION

    Events and Webinars

    Medicare Educational Meeting

    Join Deanna from Alera Group (JA Counter) for an educational event designed to help you understand your Medicare options

    July 29, 2025 at 04:00 pm CT | New Richmond WI

    Sign Up
    Medical webinar

    Medicare Educational Meeting

    Join Deanna from Alera Group, JA Counter for an educational event designed to help you understand your Medicare options

    August 19, 2025 at 04:00 pm CT | New Richmond WI

    Sign Up
    Medicare event

    Employee Benefits

    Preparing for Open Enrollment: How to Engage and Educate Your Employees on Their Total Benefits Package

    In this session, our experts will share guidance on setting yourself up for success during Open Enrollment.

    August 21, 2025 at 01:00 pm CT | Virtual

    Sign Up
    Webinar Graphic
    Testimonials are not related to Retirement Plan Services and/or Wealth Services.
    What Do People Say About Transition Program and The Individual Insurance Team?

    “very attentive, very knowledgeable, and explained things quite clearly”

    “helped me in every aspect of my decision making for a supplemental insurance to Medicare”

    “very knowledgable”

    “Remembered me. Listened to me and I think provided me with the best product available.”

    “Rich was easy to work with, very informative, and made the whole process efficient and very pleasant. We feel very confident that Rich got us the best coverage for us and didn’t try to over sell anything to us. We worked with Rich because of his integrity and trustworthiness.”

    “Great listening”

    “Very informative and provided options.”

    “She made all the choices for health care options clear and simple, for a very simple person, me.”

    “very professional, thorough, and caring!”

    “I felt like I was getting personalized service and attention”

    “Rich listened to what I wanted and I received a great plan. I was worried about the process but Rich made it easy.”

    “He was knowledgeable and able to answer all of my questions and concerns. “

    “First…she was empathetic, personable and a great listener! She understood the uncertainty I felt with a transition from employment to retirement. I was impressed with the knowledge she shared with me. She had the phone number for the SS office, she knew I would have a lower deductible with Medicare and a supplement versus the other insurance and more. Her level of expertise and the confidence she had in our conversations was very reassuring and helped me to make my final decision.”

    “She was so knowledgeable and helpful, she made the whole experience pleasant and smooth. She is awesome!!”

    “Jessica had the facts.”

    “Friendly, understanding and always has the answer or options”

    “Jessica clearly explained the options available through companies and policies to choose from. She is courteous, professional, and well prepared.”

    “She is thorough, fully attentive, and very personable.”

    “Her knowledge and ability explain to the us the info that we needed to know so we could make decison.”

    “Her friendliness, patience, and competence. An exceptional and very welcome combo.”

    “Jessica had all the answers to our questions. I believe she goes out of her way to find the best insurance for the price for your needs. “

    “She took the time to explain the different plans so we could make a decision.”

    “They ALL are experts and communicate their knowledge so easily”

    “I’ve worked with Jessica a few times and have found her very knowledgeable on many topics, plus she is always very willing to fully carry through with information needed, phone calls, appointments – and always in a calm, super friendly way!”

    “She went the extra step to make help us with our needs in such a warm and friendly, yet professional manner. “

    “She took the time to thoroughly answer all our questions and made sure to include possible scenarios. Also, 3rd party talked us thru a question from the insurance company. Very pleasant, knowledgeable and approachable!”

    THOUGHT LEADERSHIP

    Insights

    Employee Benefits

    Legal Alert: Employee Benefits Provisions in the One Big Beautiful Bill Act

    On July 3, 2025, Congress passed a reconciliation bill (the “Reconciliation Act”) previously named the One Big Beautiful Bill Act, but subsequently redesignated “An Act to provide for reconciliation pursuant to title II of H. Con. Res. 14.”

    July 8, 2025

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    Wealth Services

    Monthly Market and Economic Update - June 2025

    Read about the latest insights on the market and economy from our Director of Investments, Bob Janson.

    July 7, 2025

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    Wealth Services

    Weekly Market Update

    Trade developments and continued momentum pushed all three major averages to modest gains again for a shortened holiday trading week.

    July 7, 2025

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    Wealth Services

    Weekly Market Update

    Stocks staged a broad-based rally last week on investors’ hopes for a lasting Middle East ceasefire, hitting fresh record highs along the way.

    June 30, 2025

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