Our Approach

Advice driven by advocacy.®
A mission to deliver a higher standard of Financial Life Planning and Asset Management.

As a JNBA client, you’ll work with a dedicated Advisory Team. This team collaborates with discipline-specific committees who have diverse backgrounds and expertise in each of our core areas. To create the most customized and integrated experience, we’ll also work closely with your other trusted partners—including insurance professionals, estate planning attorneys, and CPAs.

A plan without action is just words on a page. That’s why once we work with you to develop your customized financial life plan, we help manage the entire implementation process. Your goals are our goals. So to help you reach them, we communicate often, prioritize action items, and guide you through the full list of recommendations until they are complete all while helping to hold you and other professionals accountable along the way.

Financial Life Planning

Since financial relationships tend to be both complex and interdependent, true personal wealth management must be comprehensive to be effective. With our multi-generational team comprised of eight Certified Financial Planners™ (CFP’s®), JNBA focuses on the entire financial picture helping to make sure each area is optimized and working in harmony with your values and goals front and center.

Please Note: The scope of any financial planning and consulting services depends upon the terms of the engagement and the specific requests and needs of the client. JNBA does not serve as a law firm, certified public accounting firm, nor an insurance agency. JNBA does not prepare legal documents or tax returns, nor does it sell insurance products.

Asset Management

Throughout strategy development, implementation, and ongoing management, every aspect of our investment process is dictated by independence. Our JNBA Investment Committee, comprised of team members with 150+ years of experience, leverages relationships with investment managers to ensure the team is up to date on industry trends, the economic outlook, strategy development, and best practices.

Your dedicated Advisory Team will customize your portfolio with a risk and return profile to match your specific goals. Further customization can include incorporating investment tax strategies or ESG (Environmental, Social, and Governance) factors into a portfolio to align your goals and values with your investments.

ESG Investing

An increasing number of investors are choosing to align their money with their values in order to help influence corporations in re-evaluating and adjusting business practices to better accommodate a wider variety of stakeholders. The ESG investment landscape has changed greatly in the past few years in the quality, performance, and availability of low-cost investment options.*

At JNBA Financial Advisors, we care about what you care about, and we have ESG investment solutions to allow you to invest in companies that share your values.

*Source: Gunnar Friede et al., “ESG and financial performance: Aggregated evidence from more than 2000 empirical studies,” Journal of Sustainable Finance & Investment, October 2015, Volume 5, Number 4, pp. 201-33; Deutsche Asset & Wealth Management Investment; McKinsey analysis


It’s about how we make you feel as a JNBA client.


Share your goals with someone who really listens.