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
Stephanie Rewerts
Account Coordinator, Employee Benefits
Stephanie is an an Account Coordinator at the firm. Her day-to-day includes supporting consultants and the account management team by working as an advocate and direct contact for employer groups, human resources teams, and their employees. Stephanie brings a passion to serve and create memorable client experiences to each interaction she has - both with her team internally, with our clients, and the community! Her background includes running a private daycare (you can ask her if that comes in handy!) and various office and client experience roles. She has an Associate's Degree in Accounting and Administrative Coordination.
In her free time, Stephanie enjoys baking, discovering new places, being outside, and watching her boys do all the things they love!
Strengths: Consistency, Discipline, Harmony, Achiever, Responsibility
Predictive Index Profile: Guardian
Favorite Quote: "You miss 100% of the shots you don't take." - Wayne Gretzky
Andy Rineck
Financial Advisor, Wealth Services
Andy joined the firm in October 2017. He is a graduate of the University of Wisconsin-River Falls and has over 10 years of experience in the Financial Services industry. Andy is passionate about working with individuals, families, and businesses to build solutions that meet their financial goals. He brings extensive knowledge about investments, taxes, and managing retirement plans to assist clients in accessing financial markets.
Andy is active in the St. Croix Valley and is currently a volunteer member of the River Falls Fire Department.
Andy holds the Series 7 and Series 66 Securities Licenses and is a licensed Life and Health Insurance Agent.
Strengths: Adaptability, Includer, Consistency, Discipline, Harmony
Predictive Index Profile: Collaborator
Favorite Quote: "So we beat on, boats against the current, borne back ceaselessly into the past." - "The Great Gatsby" by F. Scott Fitzgerald
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.
LinkedInAlicia Schwartz, REBC
Benefit Consultant, Employee Benefits
As a Benefits Consultant for the firm, Alicia brings to the table strategic options that meet budget requirements, enhance employee value perception, and adhere to regulatory guidelines. Through her expertise in advanced healthcare strategies and population health management, Alicia’s top-tier market solutions pave the way for success to employers in western Wisconsin and west-central Minnesota.
Alicia’s foundation in the insurance industry began in 2001 as a licensed insurance agent in Life, Health, and Property and Casualty insurance. As a naturally growth-oriented professional, Alicia has continued to round out her knowledge base and expertise to expand the value she provides to her clients. Alicia holds the designation of Registered Employee Benefit Consultant® (REBC®) with the National Association of Business and Industry Professionals (NABIP). She also holds certifications for Employer Sponsored Plans, Advanced Self-Funding and Group Wellness Programming. In her tenure as a consultant, she has worked with private and public sector employers ranging from 20 to 1,000 employees and is an active member in the Advanced Healthcare Strategy and Population Health Impact Groups at the firm. Alicia is a proud member of Catalyst for Payment Reform, an independent, nonprofit corporation with the mission to catalyze employers, public purchasers, and others to implement strategies that produce higher value health care and improve the functioning of the health care marketplace.
Alicia's approach prioritizes building a foundation of trust, integrity, and empathy with everyone she interacts with. She takes the time to truly understand the goals and aspirations of everyone she is working with to focus on solutions with measurable outcomes that meet the needs of all stakeholders.
She lives in New Richmond with her husband and three sons. She enjoys family time, taking long road trips and being outside, as well as DIY projects, tending to her garden and chickens, and volunteering in the community.
Strengths: Ideation, Relator, Communication, Developer, Input
Predictive Index Profile: Maverick
Fun Fact: Alicia loves all things homesteading.
Linda Skoglund, CLU, ChFC, RHU
Managing Partner
Linda Skoglund is a Managing Partner of Alera Group, one of the most respected insurance and investment firms in the area. An insurance industry leader, Linda is responsible for the agency's strategic direction and continued growth. She is supported by some of the most passionate, hardworking people in the industry. She brings this passion and energy to her clients, resulting in better outcomes for them and their employees.
After over 30 years in the insurance and financial service industry, Linda is more passionate than ever about helping employers achieve the best possible outcomes by challenging the status quo. While focused on all aspects of the business, her primary consulting practice is specialized in areas of benefit planning and total reward strategy for large employer groups, specializing in the public sector.
Linda is proud to be a founding member of the Alera Group, a national employee benefits firm built on the collaboration of 24 like-minded business owners. Alera is on a mission to transform the client experience and is motivated by the desire to provide the resources, technical expertise, and best practices of large national firms without losing the high-touch and independent thinking of local teams.
Linda is a true believer in “paying it forward” in the communities she serves, supporting this through her own personal involvement and through the encouragement and advocacy of her team’s involvement in giving back.
Strengths: Responsibility, Command, Individualization, Activator, Arranger
Predictive Index Profile: Persuader
Motto: Work hard, play hard...it's the only way to go.
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.
Check the background of your financial professional on FINRA's BrokerCheck.
Community Education: Medicare & You
Rich Potvin offers an online educational seminar for the Frederic Community Ed program!
You can find more information on our events page, or the Frederic Community Ed website or Facebook page!
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).
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! 
It is so great to see everyone’s smiling faces, get out of the house, and get moving! It was a much needed day
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!!
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!
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 Hometown Holidays Parade
Your team at JA Counter was thrilled to participate (again) in the New Richmond Chamber’s Hometown Holiday’s annual parade!
EXPERT EDUCATION
Events and Webinars
Employee Benefits
Network Performance Strategy: Why Any Provider Costs More — and How to Steer to Value Without Disruption
A steering strategy that improves outcomes and total cost of care.
April 21, 2026 at 01:00 pm CT | Virtual
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Employee Benefits
The Compliance Pathway Q2
Alera Group's quarterly employee benefits compliance roundup will help you stay current on the latest national regulatory developments impacting employers.
May 14, 2026 at 01:00 pm CT | Virtual
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Employee Benefits
Benchmarking That Drives Decisions: Why Averages Mislead — and What Best-in-Class Data Reveals
A clear, data-driven view of the 2026 employee benefits landscape grounded in benchmarking results.
June 16, 2026 at 01:00 pm CT | Virtual
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THOUGHT LEADERSHIP
Insights
Property and Casualty
AI Isn’t Liable for the Mistake. You Are.
Artificial intelligence is powerful. It’s also wrong more often than people want to admit.
If you use AI to support or deliver professional services, any mistake it makes is still your responsibility. Not the software’s. Not the vendor’s. Yours.
April 1, 2026
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Property and Casualty
Identity hijacking is surging. Here’s what leaders need to know.
Cyber incidents across our client base have been sharper, faster and more costly this year. Even organizations with strong controls are being hit in ways that look very different from past attacks.
March 13, 2026
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Legal Alert: RxDC Reporting Due June 1st
Reminder: RxDC Reporting Due June 1st
February 26, 2026
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Property and Casualty
AI-Powered Cyber Attacks, Why Yesterday’s Defenses Aren’t Enough.
The widespread availability of AI technology, combined with the ease of manipulating video calls, makes phone and Zoom calls susceptible to exploitation by threat actors.
February 2, 2026
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