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Googins & Anton, Inc. (Middleton)


Googins & Anton, Inc. is a large advisory firm based in Middleton. It manages $213.92 million of regulatory assets for 962 client accounts. It has been registered with the SEC as an adviser since 2007 and has operated in the jurisdictions of California, Florida, Illinois, and 3 other states.

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Googins & Anton provides financial planning services and portfolio management for individuals and small businesses. It prepares financial plans for more than 250 clients. On top of advisory services, the firm doesn't engage in other business activities.

Googins & Anton: assets under management

The assets under management (AUM) of Googins & Anton, Inc. is $213.92 million. The firm's AUM has grown by 639% since the beginning of its operation, and the company doesn't manage any assets belonging to foreign clients.


The firm manages $212.31 million in discretionary accounts and $1.62 million in non-discretionary accounts. On average, the discretionary accounts where all decisions are made on behalf of the client hold $222.54 thousand each. Non-discretionary accounts, where clients actively manage their portfolios, generally hold around $202.21 thousand.

Fees & Commissions

The advisory firm has several streams of revenue. Clients pay Googins & Anton, Inc. for their services and products based on a percentage of assets under management, hourly charges, fixed fees, and commissions. Compensation based on assets under management promotes a long-term relationship between a client and the adviser and helps align mutual interests. These fees don’t include brokerage commissions, interest, taxes, and other account expenses.

Based in Middleton

The principal office where Googins & Anton, Inc. performs its advisory services is located at 6417 University Avenue, Middleton, WI 53562, which is also the mailing address of the firm. It doesn’t run an office outside of the United States.

You can reach the main office by calling the phone number 608 836-3229 or by fax 608 836-3328. The normal business hours are 8:30-5:00 on Other. You can find more information about the New York firm at googins.com.


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