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
Alyssa Little
Account Coordinator, Employee Benefits
Alyssa’s role as an Account Coordinator at the firm includes supporting the consultants and account management team by working as an advocate and direct contact for employer groups, human resources teams and their employees. Alyssa sets the tone in the office through her positive and energetic nature and provides clients with access to the resources they need while maintaining an exceptional experience.
Alyssa has more than 15 years of experience in customer service and has been a New Richmond resident for over 20 years.
She enjoys spending her free time reading, camping and relaxing with her family and friends.
Strengths: Relator, Developer, Arranger, Restorative, Responsibility
Predictive Index Profile: Operator
Fun Fact: If it was raining food, Alyssa would want it to be raining cannoli.
Amy Measner
Senior Account Manager, Employee Benefits
Amy is a large group senior account manager for the firm. She comes to us with years of account management and customer service experience, nine years of insurance background, and was previously self employed as a small business owner. She has a Bachelor of Applied Science in Business Administration and Management.
Amy's day to day responsibilities will mimic the needs of the clients she works with: assisting large group employers with guidance on benefit selection, implementation and administration of benefit packages, and providing benefits education, resources, and support for employers and employees.
Amy holds licenses for Life, Health and Property and Casualty in Wisconsin.
She lives in New Richmond with her husband and twin daughters. Outside of work, Amy can be found enjoying the outdoors--watching sports, hiking, campfires, four-wheeling, and gardening. She also enjoys volunteering for her local church and community.
Strengths: Achiever, Input, Learner, Includer, Responsibility
Predictive Index Profile: Adapter
If Amy Could Be An Animal: I would be a bird - I would love to be able to fly!
Amy Pals
Account Manager
Amy brings over 20 years of experience in the insurance industry to the Alera Group team, driven by her passion for educating employer groups and their employees. Her diverse background includes operations, technology, marketing, and compliance, complemented by a proven ability to foster strong relationships with staff, clients, and customers.
Dedicated to continuous improvement, Amy excels at implementing effective solutions and achieving measurable outcomes that create value for employers and their teams. She holds a double major in Speech and Marketing Communications with a business emphasis from the University of Wisconsin - River Falls.
Amy resides in Hudson with her husband and their dog, while their two sons continue their studies after graduating from high school. Platteville. She actively volunteers with Valley Friendship Club and serves as Vice President of her church's Board of Directors. In her free time, Amy enjoys spending time outdoors and cherishing moments with family and friends.
Amy is Life & Health Licensed in Wisconsin & Minnesota.
Strenghts: Communication, Positivity, Learner, Responsibility, Achiever
Predictive Index Profile: Guardian
Rich Potvin
Licensed Insurance Agent, Medicare & Individual Insurance
Rich brings over 25 years of experience in the financial industry to the firm, specializing as a Licensed Medicare and Individual Health Insurance Agent. His role involves delivering top-tier support to individual clients, assisting them in identifying and securing personalized insurance solutions tailored to their specific needs. Rich also plays a crucial role in the Transition program, guiding individuals through insurance options following employment separations.
Rich holds a bachelor’s degree in Business Administration from the University of Wisconsin-Eau Claire. Prior to joining the firm, he was a lender at various financial institutions, consistently providing exceptional service to his clients.
Outside of his professional endeavors, Rich is deeply involved in community service. He serves as a board member for Kinship, Inc. and is Board Chair for Crosswalk Community Church in Frederic, WI, and Treasurer for the Frederic Chamber of Commerce. Rich resides with his wife in Frederic, where they enjoy outdoor activities such as tandem bicycling, kayaking, and gardening. They cherish time spent with their friends and family,
Rich is a Licensed Insurance Agent in Wisconsin, Minnesota, and Illinois.
Strengths: Learner, Deliberative, Consistency, Connectedness, Belief
Predictive Index Profile: Craftsman
Fun Fact: Rich loves to kayak, paddleboard and enjoy the North Shore!
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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