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
Amy Ericksen
Sales Assistant, Wealth Services
Amy started working at the firm in 2001 as an executive assistant to Jim Counter, the founder. Amy chose to stay home with her children for a few years and later rejoined the firm in 2014 in the Wealth Services Department. Amy provides sales support to the Financial Advisor as the Wealth Services Sales Assistant. She supports and augments the sales and service efforts of the Wealth Services sales force. She provides prompt, efficient high-quality service to clients while managing the onboarding and services timeline with the Personal Markets Advocate and Coordinator. Amy is an active problem solver and is passionate about providing excellent support to our clients.
She is a Registered Administrative Professional and has the Series 7 registration.
Outside of work, Amy is an Ambassador for the Chamber of Commerce and lives in New Richmond with her four boys. She enjoys traveling, cheering on her sons at their sporting events, volunteering in her community and spending time with friends and family.
Strengths: Includer, Futuristic, Restorative, Empathy, Harmony
Predictive Index Profile: Craftsman
If Amy Could Time Travel: "I'd love to be a teenager in the 1970's!"
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.
Check the background of your financial professional on FINRA's BrokerCheck.
LinkedInJill Gorres, REBC, RHU, SHRM-SCP
Benefit Consultant, Employee Benefits
Jill Gorres joined the firm in February 2008. She is a graduate of the University of Wisconsin-Stout with a degree in General Business Administration with an emphasis in Marketing and Sales. Jill holds designations through The American College for REBC (Registered Employee Benefits Consultant) and RHU (Registered Health Underwriter), SHRM-SCP (Society for Human Resource Management - Senior Certified Professional) and is a Certified Patient Protection and Affordable Care Act Professional. Jill brings expertise in benefits consulting, regulatory compliance, benefits administration, and insurance product design. She works with employer groups to find solutions with valued plan designs and cost containment leveraging products or services provided by our firm.
Jill is active in the Chippewa and St Croix Valley communities, having served on the board of directors for the New Richmond Area Chamber of Commerce, Turningpoint for Victims of Sexual and Domestic Violence, the St. Croix Economic Development Corporation, and the St. Croix Valley Employers’ Association. She is the founder and former President of the St. Croix Valley Young Professionals Group, won 2011 Associate of the Year with the St. Croix Valley Home Builders Association, past President of the St. Croix Valley Employers' Association and is on the board of directors for the Polk County EDC.
Jill is licensed in Life, Health and Property and Casualty insurance in WI and MN.
Check out this article featuring Jill in Employee Benefit Adviser for having received 2020's Rising Star Award for benefit advising!
Strengths: Woo, Communication, Achiever, Arranger, Positivity
Predictive Index Profile: Maverick
Jill's Dream Job (as a child): To be a "parade lady" - sitting and waiving at everyone.
Megan Hegy
Associate Account Manager
Megan Hegy serves as an Associate Account Manager at Alera Group, collaborating closely with Senior Account Managers to ensure client commitments are met with precision and care. Her dedication to follow-through and client satisfaction makes her an integral part of our team.
Megan's background includes a strong foundation in teamwork and discipline, honed through her participation in track and field during her high school years.
Outside of her professional life, Megan enjoys engaging in DIY crafts and exploring home design ideas, reflecting her creative and detail-oriented nature.
Megan's commitment to excellence and her proactive approach contribute significantly to our firm's success and the satisfaction of our clients.
Strengths: Restorative, Developer, Positivity, Empathy, Includer
Predictive Index Profile: Collaborator
Reina Hoglund
Account Coordinator, Employee Benefits
As an Account Coordinator, Reina is a behind-the-scenes operator whose focus is to set our clients and our team up for success. With an eye on details and a desire to help, Reina is an invaluable part of the Employee Benefits team at the firm by supporting the consultants, account managers, and group client contacts and their employees. Reina has more than 15 years of experience in customer service, having specialized in customer service escalations with her former employer. She has a go-getter attitude, working diligently to ensure whatever is needed, is done.
Outside of work, Reina enjoys reading, running, and spending time with her family.
Strengths: Relator, Achiever, Command, Restorative, Empathy
Predictive Index Profile: Specialist
Fun Fact: Reina loves to travel!
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
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
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
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
Find out moreWealth 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
Find out moreWealth 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
Find out moreWealth 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
Find out more