Why Choose Us

A redefining client experience.
An irreplaceable partner.

At JNBA, we strive to inspire confidence and contribute to your financial well-being by providing the best care to every client through highly personalized and integrated wealth management expertise and advocacy.

JNBA is an independent fee-only wealth management firm that works exclusively for you, not a securities group. For over 40 years, we’ve operated from a simple, fundamental belief: If you want to be a personal trusted advisor, you can’t take money from the people who sell investment products. You have to be 100% focused on your clients’ values, interests, and long-term goals.

That’s why we don’t make commissions or apply hidden fees. That’s why we are committed to an advice driven by advocacy® approach to deliver a higher standard of service. That’s why our JNBA Advisory Team is dedicated to being our clients’ irreplaceable partners. And that’s why we’ve earned a 96%+ client retention rate since tracking began in 2001.

We guide people through life's most important decisions.

Your life is busy. You have goals, aspirations, and many obligations. You need someone you can trust–someone who can focus on your total financial well-being.

Four Decades of Conflict-Free Advice

In 2019, JNBA Financial Advisors celebrated its 40th year of serving clients, a tribute to our longevity, fierce commitment to independence, and our client-centered approach pioneered by our founder, Judith Brown. She envisioned a different business model where advisors were able to sit on the same side of the table as clients without being influenced by commissions and other conflicts of interest.

Today, JNBA is led by Judith’s son Richard, JNBA’s CEO, and his wife Kim, JNBA’s president, who have successfully built upon those core values by driving the advisory team approach, committing time and resources to the next generation of advisors, and onboarding new tools and technologies to help set the stage for the next 40 years.

Richard and Kim have guided JNBA to become one of the country’s top ranking wealth management firms with assets under management growing from $90 million to over $1 billion. Our independent philosophy and business model allows our firm to customize investment strategies and financial life plans to individual client goals, which are implemented by an experienced team and disciplined process, including a review of each portfolio every 10 business days.


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


Share your goals with someone who really listens.