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 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.
Kristi Cherney, HeRo Advisor
Market Leader
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
James Counter
Founder of JA 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 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
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
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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
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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
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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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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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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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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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