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
Deanna Homme
Licensed Insurance Agent
Deanna joined the firm with a heartfelt passion for community and a drive to make a meaningful impact. She began her journey as a Personal Markets Advocate and has since transitioned into a role as a Licensed Insurance Agent specializing in Medicare and Individual markets. She brings an infectiously positive attitude and willingness to roll up her sleeves and do what needs to be done to take care of her clients.
Deanna has an eclectic background that had her working with contractors on building supplies to leading water aerobics to serving residents in nursing homes. At the core of everything Deanna has done is a desire to build connections, relationships, and make a difference for others. This background lends her to her ability to see things from different perspectives and to serve people on their journey – no matter where they’re starting from!
Outside of work, Deanna enjoys spending time with her four children, fostering a love for sports and family activities.
Deanna is a Licensed Insurance Agent in Wisconsin and Minnesota.
Strengths: Adaptability, Positivity, Woo, Includer, Activator
Predictive Index Profile: Persuader
Rachel Lange, REBC
Senior Account Manager & Team Lead, Employee Benefits
Rachel’s primary role at the firm is to support employers with comprehensive account management for their benefit packages, total reward options, and benefit administration. She excels in tailoring her assistance to meet the unique needs of each group, collaborating closely with the benefit consultant to ensure optimal solutions. She is committed to providing thorough benefit and utilization education to both employees and employers, and addresses questions with expertise and clarity.
Rachel has an Associates in Arts Degree and is a Registered Employee Benefits Consultant (REBC®) and holds her insurance licenses in Life & Health in Wisconsin & Minnesota. She lives in New Richmond with her husband, young son and two energetic dogs. She enjoys baking, camping, and spending time with her family and friends.
Strengths: Harmony, Futuristic, Relator, Responsibility, Individualization
Predictive Index Profile: Operator
An Animal For A Day: Rachel would be an Eagle, to see a different view of the world.
Stephanie Marek
Personal Markets Advocate
Stephanie is an essential part of our team, serving as a Personal Markets Advocate. In this role, she partners with our Individual, Medicare, and Wealth Service teams to deliver exceptional customer service. Her dedication ensures that clients receive the personalized attention and support they need to navigate their options and make informed decisions.
Stephanie holds a Bachelor of Science degree in Retail Merchandising and Management and brings over 15 years of customer service experience to the firm. Her extensive background equips her with the skills and knowledge to handle a wide range of client needs effectively.
Residing in Somerset with her husband, Stephanie enjoys fishing, camping, and cooking in her spare time. Her friendly demeanor and commitment to excellence make her a valued resource for both clients and colleagues alike.
Stephanie is Life and Health Insurance licensed in Wisconsin & Minnesota.
Strengths: Developer, Empathy, Harmony, Adaptability, Consistency
Predictive Index Profile: Operator
Time Travel: Steph would time travel to the time of Little House on the Prairie and hang with the Ingalls Family.
Jessica Langeness
Licensed Insurance Agent, Medicare & Individual Insurance
With over 20 years of experience in the insurance industry, Jessica is dedicated to helping individuals and families navigate the complexities of insurance. She is passionate about empowering and educating her clients as they navigate the complexities of Medicare and health insurance. Whether they are exploring Medicare options, seeking long-term care insurance, or retiring and comparing health insurance, she's here to help! With family at the heart of everything she does, she understands the importance of securing the right coverage options for her clients.
Jessica lives in New Richmond with her husband and five children. For the past 10 years, she has volunteered weekly with Meals on Wheels, delivering nourishment and companionship to seniors in the New Richmond area. She also serves on the local Walk to End Alzheimer's Committee, advocating for Alzheimer's awareness and fundraising for research and support services.
Jessica is a Licensed Insurance Agent in Wisconsin and Minnesota
Strengths: Developer, Empathy, Harmony, Achiever, Arranger
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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