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
Melanie Reiter
Benefits Analyst, Employee Benefits
Melanie brings the firm 20 years of insurance industry experience, twelve of which she worked as a Quality Analyst. As the benefit analyst, Melanie works to assist the benefit consultants and account management team in analyzing benefit options for employer groups, as well as other proposals and analysis that comes with employer sponsored benefit plans. She also coordinates carrier education internally.
Melanie currently lives in New Richmond with her husband. They have three children and two dogs. In her free time, she enjoys yoga, running, biking and traveling.
Strengths: Restorative, Responsibility, Consistency, Relator, Discipline
Predictive Index Profile: Craftsman
Fun Fact: Melanie loves to travel!
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.
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