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 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 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
Amber Wente
Small Business Account Executive, Employee Benefits
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
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