Wisconsin-based team joins Osaic after nearly 35 years of serving families through wealth management, tax, insurance and employee benefits

Osaic, Inc. (“Osaic”), one of the nation’s largest providers of wealth management strategies, today announced that Midwest Financial Group (“MFG”) has joined its network. Headquartered in Madison, Wisconsin, the team oversees $450 million in assets under advisement (AUA) and was previously affiliated with Commonwealth.

MFG has served families in Wisconsin and across the U.S. for nearly 35 years, building an integrated model that brings financial planning, wealth management, tax and accounting, insurance, Medicare and employee benefits together under one roof. Matt Cuplin, CEO and president, and Brandon Masbruch, CIO and vice president, have led the firm for nearly 10 years, continuing to expand its capabilities and coordinated approach to serving clients.

“We’ve spent the last decade building on MFG’s foundation and expanding the ways we can support the families we serve,” said Cuplin. “Our team has never been stronger, and our capabilities have continued to evolve. Joining Osaic gives us another opportunity to build for the future while staying true to the relationship-driven approach that has defined our team for nearly 35 years.”

MFG’s team includes five advisors and financial planners, along with support staff and dedicated Medicare, tax and employee benefits teams. The firm selected Osaic after an extensive due diligence process following the announcement that Commonwealth’s parent company, CFN, would merge with LPL, prompting MFG to evaluate what it wanted from a long-term home office partner.

“We didn’t make this choice lightly, and we remain grateful for the experience and relationships we had at Commonwealth,” said Masbruch. “After an extensive search, Osaic stood out for the clarity of its vision, its commitment to service and the community it is building with advisors. We knew a transition would require significant work, but we believe this is the right long-term decision for the hundreds of families we advise and for our team at Midwest Financial Group.”

Through its affiliation with Osaic, MFG will have access to technology, wealth management, operational and business development resources designed to support advisor efficiency and long-term growth. Osaic’s platform provides financial professionals with flexible technology and investment solutions, back-office support, and resources for practice growth and succession planning.

“Midwest Financial Group has built a differentiated, integrated business around the needs of the families it serves,” said Shannon Reid, president of Osaic and head of advisor growth and engagement. “That entrepreneurial, client-focused approach is exactly what we want to support at Osaic. We’re excited to provide the flexibility and resources that can help MFG continue growing while preserving the strong client relationships at the heart of its business.”

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