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

    Linda Skoglund, CLU, ChFC, RHU

    Managing Partner
    Linda Skoglund, CLU, ChFC, RHU

    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.

    Morgan Stittleburg, CCUFC

    Business Development Associate
    Morgan Stittleburg, CCUFC

    Morgan focuses on relationship building as the Business Development Associate for the firm.  Morgan brings her strengths along with a background in communication, customer service, and sales to make a difference for our potential and current clients.  Prior to entering the wild world of insurance, Morgan spent close to 8 years in the Credit Union industry.  She has a Bachelor of Arts degree in Biology with a minor in Psychology from Augustana College in Rock Island, IL, where she also played Volleyball.  When she’s not out and about telling others about the great things that the firm can do, you can probably find her gathering pictures and coming up with captions and hashtags for our social media pages. (#AleraGroupNation)  

    Outside of work, Morgan enjoys working out/lifting weights, playing volleyball, traveling, hiking, live music, hunting, fishing with her fiancé Elvis, taking their dogs Zoe and Sadie for walks, and dabbling with making sourdough bread.   

    Morgan is Life & Health Insurance Licensed in Wisconsin & Minnesota 

    Strengths:  Woo, Positivity, Includer, Communication, Competition
    Predictive Index Profile: Promoter
    Favorite Quote: "Would I rather be feared or loved? Easy. Both. I want people to be afraid of how much they love me." - Michael Scott

    LinkedIn

    Amber Wente

    Small Business Account Executive, Employee Benefits
    Amber Wente

    Amber is a seasoned Small Business Account Executive specializing in total rewards for businesses with 2-50 employees. With over 20 years of experience in the health service industry and firsthand knowledge as a small business owner, Amber brings a unique blend of expertise, skill, and dedication to her clients. She empowers small businesses to enhance their competitiveness in the talent market by offering attractive and comprehensive benefits packages that support employee retention and recruitment efforts. 

    A local at heart, Amber cherishes country life, dirt track racing, her dogs, and her growing family. Her deep roots in the community and passion for helping businesses thrive make her an asset to our firm and her clients. 

    Amber is Life & Health Licensed in Wisconsin & Minnesota. 

    Strengths:  Restorative, Achiever, Deliberative, Intellection, Context
    Predictive Index Profile: Guardian
    Favorite Quote: "You never fail until you stop trying." - Albert Einstein  

    LinkedIn

    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).

    JAC Announces Corporate Sponsorship for Family Friendly Workplaces

    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! Image removed.It is so great to see everyone’s smiling faces, get out of the house, and get moving! It was a much needed day

    Road clean up

    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!!

    JAC Food Donation to Five Loaves Food Shelf

    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!

    Great Place to Work Certified!

    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 Annual Kinship Fundraiser

    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!

    2021 Hometown Holidays Parade

    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
    Medical webinar

    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
    Medicare event

    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
    Webinar Graphic
    Testimonials are not related to Retirement Plan Services and/or Wealth Services.
    What Do People Say About Transition Program and The Individual Insurance Team?

    “very attentive, very knowledgeable, and explained things quite clearly”

    “helped me in every aspect of my decision making for a supplemental insurance to Medicare”

    “very knowledgable”

    “Remembered me. Listened to me and I think provided me with the best product available.”

    “Rich was easy to work with, very informative, and made the whole process efficient and very pleasant. We feel very confident that Rich got us the best coverage for us and didn’t try to over sell anything to us. We worked with Rich because of his integrity and trustworthiness.”

    “Great listening”

    “Very informative and provided options.”

    “She made all the choices for health care options clear and simple, for a very simple person, me.”

    “very professional, thorough, and caring!”

    “I felt like I was getting personalized service and attention”

    “Rich listened to what I wanted and I received a great plan. I was worried about the process but Rich made it easy.”

    “He was knowledgeable and able to answer all of my questions and concerns. “

    “First…she was empathetic, personable and a great listener! She understood the uncertainty I felt with a transition from employment to retirement. I was impressed with the knowledge she shared with me. She had the phone number for the SS office, she knew I would have a lower deductible with Medicare and a supplement versus the other insurance and more. Her level of expertise and the confidence she had in our conversations was very reassuring and helped me to make my final decision.”

    “She was so knowledgeable and helpful, she made the whole experience pleasant and smooth. She is awesome!!”

    “Jessica had the facts.”

    “Friendly, understanding and always has the answer or options”

    “Jessica clearly explained the options available through companies and policies to choose from. She is courteous, professional, and well prepared.”

    “She is thorough, fully attentive, and very personable.”

    “Her knowledge and ability explain to the us the info that we needed to know so we could make decison.”

    “Her friendliness, patience, and competence. An exceptional and very welcome combo.”

    “Jessica had all the answers to our questions. I believe she goes out of her way to find the best insurance for the price for your needs. “

    “She took the time to explain the different plans so we could make a decision.”

    “They ALL are experts and communicate their knowledge so easily”

    “I’ve worked with Jessica a few times and have found her very knowledgeable on many topics, plus she is always very willing to fully carry through with information needed, phone calls, appointments – and always in a calm, super friendly way!”

    “She went the extra step to make help us with our needs in such a warm and friendly, yet professional manner. “

    “She took the time to thoroughly answer all our questions and made sure to include possible scenarios. Also, 3rd party talked us thru a question from the insurance company. Very pleasant, knowledgeable and approachable!”

    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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    Wealth 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

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    Wealth 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

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    Wealth 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

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      Alera Group, Inc. is aware that there are persons fraudulently impersonating our company by using fake internet domains that appear to look like our legitimate services. If you are contacted by someone claiming to work for Alera Group, or any of our partners, please carefully review the email address and domain. If you have a relationship with our company, please contact us directly and not through any information that is provided in such an email. Please be extremely careful in responding to such emails with personal and financial information, sharing passwords, or any other information of value. Alera Group, or any of our partners, will never send ACH instructions via email and thus we strongly recommend that you verify the authenticity of each wire transfer request by calling your Alera Group contact using the number you have previously called.