Financial Design Group, Inc. is made up of highly skilled financial specialists with a deep knowledge of personal and business planning, insurance and investment services. FDG Associates work to understand the goals, financial objectives and dreams or our clients.


Financial Design Group, Inc. Associates are industry leaders with the experience to ensure your personal or business financial and insurance objectives are strategically and prudently managed.


Allen Wood

Al is an experienced professional who has been in the finance field since 1985. In Al’s practice he works with individuals and business clients to assist them in making the many financial decisions required in today’s world. He takes a comprehensive approach to planning that focuses on using proven strategies in working with clients to develop and define their financial goals and objectives.


Al’s approach to investing is one of developing a plan with the client that is tailored to meet each investor’s specific objectives. Use of items such as asset allocation programs, risk/return profiles, and tax reduction strategies allow Al to go beyond the simple product sales approach used by many financial institutions today. Al is very dedicated to customer service and believes in long-term client relationships. As a result, Al has many long-term clients that he has served over the years for twenty-five years or longer.


Not licensed in all 50 states. Please contact Al to find out which states he is licensed in.

Allen is a Registered Representative and Financial Advisor of Park Avenue Securities LLC (PAS), 8010 Excelsior Dr, Suite 200 Madison, WI 53717. Securities products and services offered through PAS, 608-828-9800. Financial Representative, The Guardian Life Insurance Company of America (Guardian), New York, NY. PAS is an indirect, wholly owned subsidiary of Guardian. Financial Design Group is not an affiliate or subsidiary of PAS or Guardian. PAS is a member FINRA, SIPC.


Andy Rohrer, ChFC

Andy brings knowledge and experience to individuals seeking to create and maintain maximum wealth and protection using a macro-economic process. This macro-economic approach utilizes economic laws and principles that allow individuals to make more effective and efficient financial decisions. This enables individuals to measure, coordinate and verify each money decision with the purpose of achieving financial independence. While working together, Andy and his clients seek to reduce costs, minimize taxes, recover lost opportunity costs, and receive the multiple benefits available with the effective and efficient movement of money—ultimately creating maximum wealth. No matter the age, circumstance or current wealth, everyone can benefit from wealth creation and protection planning.


A graduate of Ball State University in Muncie, Andy entered the Financial Services industry in 1986 after having spent eleven years in the Mental Health Profession. He lives in Fitchburg, Wisconsin where he and his wife Patti raised three boys.


Not licensed in all 50 states. Please contact Andy to find which states he is licensed in.

Andy is a Registered Representative and Financial Advisor of Park Avenue Securities LLC (PAS), 8010 Excelsior Dr, Suite 200 Madison, WI 53717. Securities products and services offered through PAS, 608-828-9800. Financial Representative, The Guardian Life Insurance Company of America (Guardian), New York, NY. PAS is an indirect, wholly owned subsidiary of Guardian. Financial Design Group is not an affiliate or subsidiary of PAS or Guardian. PAS is a member FINRA, SIPC.


Brian Brown

Brian’s goal is to consult and educate his clients on how to improve their wealth creation, accumulation and protection. Brian discusses and reviews his clients’ financial plans, which include their protection areas, savings, and growth components. Through financial economics, Brian develops plans that maximize his clients’ wealth potential. Brian empowers clients to make informed money decisions through creative financial strategies.


Brian earned his degree from the University of Wisconsin in 1987 with majors in Economics and Finance. He has been in the financial services industry for fifteen years and currently holds an LUTCF designation. Brian also has been continuously educating himself in the financial world through workshops, organizations and independent study.


Brian is originally from Glendale, WI and graduated from Nicolet H.S in 1983. He ventured to Madison, WI at that time and now resides in Madison with his wife Lisa. Brian enjoys many athletic activities and has received several awards.


Not licensed in all 50 states. Please contact Brian to find which states he is licensed in.

Brian is a Registered Representavie of Park Avenue Securities LLC (PAS), 8010 Excelsior Dr, Suite 200 Madison, WI 53717. Securities products and services offered through PAS, 608-828-9800. Financial Representative, The Guardian Life Insurance Company of America (Guardian), New York, NY. PAS is an indirect, wholly owned subsidiary of Guardian. Financial Design Group is not an affiliate or subsidiary of PAS or Guardian. PAS is a member FINRA, SIPC.


Carl Johnson, CFP®

Having been raised by a father in the financial services business, Carl decided that is what he would like to do as well. He graduated from the University of Wisconsin – Green Bay with a degree in Finance and a minor in Economics. Carl also has earned the distinguished CERTIFIED FINANCIAL PLANNER™ certificate, demonstrating his commitment to education, ethics, and doing what is right for his clients.


Early in his career, Carl worked mainly with his close friends and family. He learned immediately that the comfort and peace of mind his family and friends had in working with someone they trusted deeply was invaluable. Being able to trust a Financial Professional to look out for your best interests in insurance, investments, and your overall financial situation is a huge relief most people never realize. Carl has strived to bring that feeling of trust and comfort to all of his clients so they too can enjoy the peace of mind that comes from working with a trusted advisor.


Originally from Exeland, a small town in northern Wisconsin, Carl now lives in Blue Mounds, WI with his wife, Karen, whom he married in the fall of 2004, and has two beautiful daughters, Samantha and Charlotte. Being from the northern Wisconsin, Carl enjoys hunting, fishing, sports (love those Packers), and most other outdoor activities. Carl has been a member of the Mount Horeb Rotary Club since 2012.


Not licensed in all 50 states. Please contact Carl to find which states he is licensed in.

Carl is a Registered Representative and Financial Advisor of Park Avenue Securities LLC (PAS), 8010 Excelsior Dr, Suite 200 Madison, WI 53717. Securities products and services offered through PAS, 608-828-9800. Financial Representative, The Guardian Life Insurance Company of America (Guardian), New York, NY. PAS is an indirect, wholly owned subsidiary of Guardian. Financial Design Group is not an affiliate or subsidiary of PAS or Guardian. PAS is a member FINRA, SIPC.


Daniel E. Moericke

At Financial Design Group, we take a holistic view of a client’s financial life. We look at six major areas: protection, cash flow, retirement, investments, business, and estate strategies. The Living Balance Sheet® is a great tool that ensures all of these areas are integrated and coordinated.


Prior to joining FDG in 2000, Dan spent more than 20 years with a commercial lines insurance company in various financial roles. He earned his Bachelor’s degree in Accounting from the University of Wisconsin-Milwaukee.


Dan and his wife Kay have two adult children, Laura and Steven. Dan’s family enjoys the outdoors and they treasure the time they are able to spend at their cabin near Eagle River. Dan enjoys hunting, fishing, and playing golf in his free time. He is also an active member of the Kiwanis Club in Wausau.


Not licensed in all 50 states. Please contact Dan to find which states he is licensed in.

Daniel is a Registered Representative and Financial Advisor of Park Avenue Securities LLC (PAS), 8010 Excelsior Dr, Suite 200 Madison, WI 53717. Securities products and services offered through PAS, 608-828-9800. Financial Representative, The Guardian Life Insurance Company of America (Guardian), New York, NY. PAS is an indirect, wholly owned subsidiary of Guardian. Financial Design Group is not an affiliate or subsidiary of PAS or Guardian. PAS is a member FINRA, SIPC.


David Richards

Dave graduated from the University of Wisconsin in 2005 with a degree in personal finance. Prior to joining Financial Design Group, Dave spent three years in the retail banking field. He enjoys working with individuals and business to help them meet their financial goals and maximize wealth.


Dave utilizes a protection-first approach in his practice and is very detail oriented in all aspects of the financial planning process with his clients. The Living Balance Sheet® is an integral tool in David’s planning process, which allows for an in-depth look into the four financial domains of Protection, Assets, Liabilities, and Cash Flow.


Originally from Janesville, WI, Dave moved to Madison for school. He currently lives on the west side of Madison and closely follows the Wisconsin sports teams. David enjoys being active and outdoors and spends much of his summer boating on the Madison lakes.


Not licensed in all 50 states. Please contact Dave to find which states he is licensed in.

David is a Registered Representative of Park Avenue Securities LLC (PAS), 8010 Excelsior Dr, Suite 200 Madison, WI 53717. Securities products and services offered through PAS, 608-828-9800. Financial Representative, The Guardian Life Insurance Company of America (Guardian), New York, NY. PAS is an indirect, wholly owned subsidiary of Guardian. Financial Design Group is not an affiliate or subsidiary of PAS or Guardian. PAS is a member FINRA, SIPC.


Len Hornung, CLU, ChFC

Len has been providing advice in retirement, business succession, and estate planning for closely held businesses and affluent clients for over 3 decades.


With knowledge and experience in construction-related business finances, Len is the founder of the Construction Resource Network and the driving force behind its continued success. His passion for service to others and his dedication to the construction industry has brought Len the leadership role he enjoys today. Len’s involvement in the industry is a testament to his commitment. He has worked actively for the Associated Builders and Contractors as a member of the management Education Committee, and as a retirement and benefits plan specialist for the Associated Builders and Wisconsin Builders Associations. Len is also a member of the Society of Financial Services Professionals, the National Association of Insurance and Financial Services professionals, and a life member of the Million Dollar Round Table.


For 35 years Len has been sharing his financial services and insurance/investment experience with his construction industry peers and closely held businesses. Lee specializes in Fee-Based Financial Planning, Employee Benefits; Qualified Plan Design and Funding, Selective Executive Benefits; Business Transition Planning; Executive Compensation Planning; and Retirement and Estate Planning Strategies.


Len and his wife Paula have 3 children and reside in Madison.


Not licensed in all 50 states. Please contact Len to find which states he is licensed in.

Len is a Registered Representative and Financial Advisor of Park Avenue Securities LLC (PAS), 8010 Excelsior Dr, Suite 200 Madison, WI 53717. Securities products and services offered through PAS, 608-828-9800. Financial Representative, The Guardian Life Insurance Company of America (Guardian), New York, NY. PAS is an indirect, wholly owned subsidiary of Guardian. Financial Design Group is not an affiliate or subsidiary of PAS or Guardian. PAS is a member FINRA, SIPC.


Michael D Baer, LUTCF

Michael provides knowledge and experience in the areas of wealth creation, management and preservation. His practice addresses asset protection, retirement and estate planning. Michael focuses on the client's financial decision-making process, helping them to make efficient financial choices to maximize their wealth potential and enjoyment. As a macroeconomic specialist, Michael helps clients measure, verify and coordinate their financial decisions.


Michael is a seasoned professional and has been assisting clients with their concerns in the areas of financial services and insurance risk management since 1983. He earned his Bachelor's degree in Economics from the University of Wisconsin-Madison in 1980.


Michael and his wife Cathy have lived the majority of their lives in the Madison area. This has provided Michael the opportunity to serve on numerous community service boards and committees including Habitat for Humanity, Big Brothers & Big Sisters, Independent Living, Crimestoppers, Rotary, and the Madison Association of Insurance and Financial Advisors. He greatly enjoys working and associating with people who have a desire to help others.


Not licensed in all 50 states. Please contact Michael to find which states he is licensed in.

Michael is a Registered Representavie of Park Avenue Securities LLC (PAS), 8010 Excelsior Dr, Suite 200 Madison, WI 53717. Securities products and services offered through PAS, 608-828-9800. Financial Representative, The Guardian Life Insurance Company of America (Guardian), New York, NY. PAS is an indirect, wholly owned subsidiary of Guardian. Financial Design Group is not an affiliate or subsidiary of PAS or Guardian. PAS is a member FINRA, SIPC.


Rod Bakken

Rod is a wealth management advisor in FDG’s Madison office. Rod uses a macro-economic approach to wealth building for personal and business applications. This unique approach allows Rod and his clients to analyze up to twenty-seven different areas of one’s financial situation to maximize his or her potential for financial success. This analysis provides the client with the education needed to make appropriate, more efficient decisions regarding their personal or business wealth.


Rod is a 1971 graduate of the University of Wisconsin-Eau Claire in Mathematics and earned a 1988 Masters Degree from the University of Wisconsin-Madison in Educational Administration. Rod taught and coached at McFarland High School for thirty years.


Rod and his wife, Joyann, live in Sun Prairie. Rod and Joy have two sons, one is a high school science teacher in Waterford, WI, the other is an attorney in Minneapolis.


Rod is professionally licensed in Life and Health insurance and is fully licensed for securities transactions.


Not licensed in all 50 states. Please contact Rod to find which states he is licensed in.

Rod is a Registered Representative and Financial Advisor of Park Avenue Securities LLC (PAS), 8010 Excelsior Dr, Suite 200 Madison, WI 53717. Securities products and services offered through PAS, 608-828-9800. Financial Representative, The Guardian Life Insurance Company of America (Guardian), New York, NY. PAS is an indirect, wholly owned subsidiary of Guardian. Financial Design Group is not an affiliate or subsidiary of PAS or Guardian. PAS is a member FINRA, SIPC.


Ronald Schneller CFP®

Ron’s main focus is to help his clients increase their net worth and reduce their risks. Ron does this best by listening to his clients and helping them achieve their goals and desires. He will use the best product, service, or company to give his clients the options needed to complete their financial plan. He feels an independent, non-biased strategy is key to his client’s success.


Ron is a 1978 graduate of University of Wisconsin-Platteville. He holds licenses for Life, Health, Long Term Care, Disability and Property /Casualty insurance. His securities license for 6, 63, 65, and 7 allow him to purchase stocks, mutual funds and variable products for his clients. Ron has been in the financial services industry since 1998 and is a former President of the South Central-National Association of Insurance and Financial Advisors.


Ron lives in Sauk City WI with his wife and has two sons. Ron is active in his local church and community.


Not licensed in all 50 states. Please contact Ron to find which states he is licensed in.

Ron is a Registered Representative and Financial Advisor of Park Avenue Securities LLC (PAS), 8010 Excelsior Dr, Suite 200 Madison, WI 53717. Securities products and services offered through PAS, 608-828-9800. Financial Representative, The Guardian Life Insurance Company of America (Guardian), New York, NY. PAS is an indirect, wholly owned subsidiary of Guardian. Financial Design Group is not an affiliate or subsidiary of PAS or Guardian. PAS is a member FINRA, SIPC.


Tim Harms, ChFC

In the world today, product peddling is more prevalent than ever before. Too often, eople make their financial decisions based on product information. Since 1984, Tim has helped his clients build and protect their wealth by utilizing economic principles and financial strategies instead of trusting in product or market performance.


This simple yet vital economic planning is what separates Tim from traditional financial service advisors. Tim begins by analyzing his client’s current financial situation and then together, Tim and his clients formulate financial strategies based upon sound economic principles. Tim’s clients then have the information and knowledge needed to be able to implement those strategies using all of the different products available today. This approach keeps products in their proper perspective: as a tool in a financial plan, not as the way to financial independence.


Tim believes that this “process first” approach is the most efficient and effective way to maximize and protect your wealth while reducing risk. Tim’s objective is to build long-term relationships with his clients and assist them in creating a life that they may not have thought was possible.


Tim was born and raised in the Madison area and currently lives in the town of Oregon with his wife Diane and their two children, Riley and Emily. They are active in the community and their church and thoroughly enjoy the simple pleasures of life, including camping, fishing, relaxing in front of a fire, and enjoying their children’s activities.


Tim graduated from UW-Whitewater in 1983 with a B.A. in Business and an emphasis in Finance. Shortly after graduation, he began his career in the financial services industry. Tim has enjoyed the business immensely and cherishes the many relationships he has built through out the years.


Not licensed in all 50 states. Please contact Tim to find which states he is licensed in.

Tim is a Registered Representative and Financial Advisor of Park Avenue Securities LLC (PAS), 8010 Excelsior Dr, Suite 200 Madison, WI 53717. Securities products and services offered through PAS, 608-828-9800. Financial Representative, The Guardian Life Insurance Company of America (Guardian), New York, NY. PAS is an indirect, wholly owned subsidiary of Guardian. Financial Design Group is not an affiliate or subsidiary of PAS or Guardian. PAS is a member FINRA, SIPC.


The information on this site is intended for the residents of Wisconsin. The financial representatives of Financial Design Group are not licensed to sell insurance in all 50 states. To find out if a financial representative is licensed in your state, please contact Andrew Rohrer at 608-828-9800 or Toll-Free 800-892-9493.

Registered Representative and Financial Advisor of Park Avenue Securities LLC (PAS), 8010 Excelsior Drive, Suite 200, Madison, WI 53717, (608) 828-9800. Securities products/services and advisory services offered through PAS, a registered broker/dealer and investment advisor.
PAS is a member FINRA, SIPC.


The Registered Representative is securities licensed in Wisconsin and the material is strictly intended for individuals residing in those states. No offers may be made or accepted from any resident outside these specified states. Please refer to the RRs individual bios for additional state in which they may be securities licensed.


The information on this site is intended for the residents of Wisconsin. The financial representatives of Financial Design Group are not licensed to sell insurance in all 50 states. To find out if a financial representative is licensed in your state, please contact Andrew Rohrer at 608-828-9800 or Toll-Free 800-892-9493.


The information or opinions contained in this internet site should not be construed by any consumer and/or prospective client as an offer to sell or the solicitation of an offer to buy any particular investment or insurance product. The information contained herein is directed solely to those individuals who reside in jurisdictions in which the representative is registered in the state where the consumer and/or prospective client reside. Any subsequent direct communication with a consumer and/or prospective client shall only be conducted by a representative that is registered in the state where the consumer and/or prospective client reside.


Neither Guardian, nor its subsidiaries, agents or employees provide tax or legal advice. You should consult your tax or legal advisor regarding your individual situation.