Location: Madison, WI
CIK: 0001521951 · Show all filings
Period: Q4 2024 (← Previous) (Next →)
Filing Date: Feb 6, 2025
Total Value: $1.011B (100.0% shares, 0.0% debt)
| Ticker | Issuer | Shares | Value | % | Est. Cost | Unrealized | Class | CUSIP |
|---|---|---|---|---|---|---|---|---|
| VTI | Vanguard Total Stock Market ET | 878,973 | $255M | 25.2% | $116.35 | — | Com | 922908769 |
| IEFA | iShares Core MSCI EAFE ETF | 1,664,076 | $117M | 11.6% | $68.37 | — | Com | 46432F842 |
| IWF | iShares Russell 1000 Growth ET | 203,157 | $81.58M | 8.1% | $170.58 | — | Com | 464287614 |
| IJR | iShares Core S&P Small-Cap ETF | 533,412 | $61.46M | 6.1% | $77.34 | — | Com | 464287804 |
| DGRO | iShares Core Dividend Growth | 904,501 | $55.48M | 5.5% | $48.02 | — | Com | 46434V621 |
| IWD | iShares Russell 1000 Value ETF | 287,455 | $53.22M | 5.3% | $121.12 | — | Com | 464287598 |
| IJH | iShares Core S&P Mid-Cap ETF | 754,722 | $47.03M | 4.6% | $83.73 | — | Com | 464287507 |
| AGG | iShares Core US Aggregate Bond | 416,621 | $40.37M | 4.0% | $110.62 | — | Com | 464287226 |
| SPY | SPDR S&P 500 ETF | 42,830 | $25.1M | 2.5% | $251.79 | — | Com | 78462F103 |
| FBIZ | First Business Financial Servi | 376,088 | $17.41M | 1.7% | $17.22 | +163.7% | Com | 319390100 |
| AAPL | Apple Inc | 58,728 | $14.71M | 1.5% | $146.30 | +60.3% | Com | 037833100 |
| NVDA | Nvidia Corp | 84,189 | $11.31M | 1.1% | $97.70 | +41.0% | Com | 67066G104 |
| JPST | JPMorgan Ultra-Short Income ET | 206,520 | $10.4M | 1.0% | $50.16 | — | Com | 46641Q837 |
| AVGO | Broadcom Inc | 38,053 | $8.822M | 0.9% | $146.72 | +24.6% | Com | 11135F101 |
| MSFT | Microsoft Corp | 18,548 | $7.818M | 0.8% | $180.90 | +133.5% | Com | 594918104 |
| JPM | JPMorgan Chase & Co | 31,355 | $7.516M | 0.7% | $107.25 | +112.6% | Com | 46625H100 |
| GOOGL | Alphabet Inc Cap Stk Cl A | 37,275 | $7.056M | 0.7% | $111.32 | +56.4% | Com | 02079K305 |
| ANET | Arista Networks Inc | 59,415 | $6.567M | 0.6% | $102.84 | 0.0% | Com | 040413205 |
| CAT | Caterpillar Inc | 14,667 | $5.321M | 0.5% | $378.53 | +0.8% | Com | 149123101 |
| LLY | Lilly Eli Co | 6,015 | $4.644M | 0.5% | $250.19 | +228.2% | Com | 532457108 |
| MGEE | MGE Energy Inc | 45,584 | $4.283M | 0.4% | $90.05 | +4.7% | Com | 55277P104 |
| MUB | iShares National Muni Bond ETF | 40,162 | $4.279M | 0.4% | $106.55 | — | Com | 464288414 |
| DE | Deere & Co Com | 10,040 | $4.254M | 0.4% | $413.99 | 0.0% | Com | 244199105 |
| MTUM | iShares Edge MSCI USA Momentum | 20,335 | $4.208M | 0.4% | $138.52 | — | Com | 46432F396 |
| PWR | Quanta Services Inc | 12,794 | $4.044M | 0.4% | $118.10 | +172.0% | Com | 74762E102 |
| COST | Costco Wholesale Corp | 4,180 | $3.83M | 0.4% | $451.95 | +104.1% | Com | 22160K105 |
| IVV | iShares S&P 500 Core | 5,873 | $3.457M | 0.3% | $344.79 | — | Com | 464287200 |
| TMUS | T Mobile US Inc | 14,830 | $3.273M | 0.3% | $115.31 | +93.8% | Com | 872590104 |
| SYK | Stryker Corp | 8,905 | $3.206M | 0.3% | $242.92 | +50.8% | Com | 863667101 |
| XLK | Technology Select Sector SPDR | 13,285 | $3.089M | 0.3% | $116.66 | — | Com | 81369Y803 |
| CSCO | Cisco Systems Inc | 52,106 | $3.085M | 0.3% | $41.71 | +32.8% | Com | 17275R102 |
| COR | CENCORA INC | 13,585 | $3.052M | 0.3% | $127.55 | +82.8% | Com | 03073E105 |
| XOM | Exxon Mobil Corp | 27,646 | $2.974M | 0.3% | $79.06 | +42.1% | Com | 30231G102 |
| C | Citigroup Inc | 41,999 | $2.956M | 0.3% | $51.22 | +27.6% | Com | 172967424 |
| ADI | Analog Devices Inc | 13,224 | $2.81M | 0.3% | $116.35 | +86.3% | Com | 032654105 |
| BAC | Bank of America Corp | 60,947 | $2.679M | 0.3% | $31.92 | +34.2% | Com | 060505104 |
| EQIX | Equinix Inc | 2,809 | $2.649M | 0.3% | $745.88 | +20.3% | Com | 29444U700 |
| RSG | Republic Services Inc | 12,708 | $2.557M | 0.3% | $100.18 | +104.0% | Com | 760759100 |
| GD | General Dynamics Corp | 9,574 | $2.523M | 0.2% | $242.68 | +16.2% | Com | 369550108 |
| CTVA | Corteva Inc Com | 42,064 | $2.396M | 0.2% | $54.19 | +7.8% | Com | 22052L104 |
| TXN | Texas Instruments Inc | 12,642 | $2.371M | 0.2% | $121.30 | +59.2% | Com | 882508104 |
| TJX | TJX Companies Inc | 19,561 | $2.363M | 0.2% | $69.67 | +69.0% | Com | 872540109 |
| XLE | Energy Select Sector SPDR ETF | 27,252 | $2.334M | 0.2% | $68.41 | — | Com | 81369Y506 |
| ICE | Intercontinental Exchange Inc | 15,620 | $2.328M | 0.2% | $81.06 | +92.8% | Com | 45866F104 |
| EA | Electronic Arts Inc | 15,886 | $2.324M | 0.2% | $121.96 | +25.5% | Com | 285512109 |
| UNH | UnitedHealth Group Inc | 4,437 | $2.245M | 0.2% | $235.84 | +134.4% | Com | 91324P102 |
| DIS | Walt Disney Company | 19,791 | $2.204M | 0.2% | $108.80 | -4.8% | Com | 254687106 |
| PRU | Prudential Financial Inc | 18,528 | $2.196M | 0.2% | $90.66 | +28.7% | Com | 744320102 |
| LOW | Lowe's Companies Inc | 8,802 | $2.172M | 0.2% | $107.13 | +144.1% | Com | 548661107 |
| LRCX | Lam Research Corporation | 29,585 | $2.137M | 0.2% | $74.98 | 0.0% | Com | 512807306 |
| DRI | Darden Restaurants Inc | 11,247 | $2.1M | 0.2% | $117.67 | +38.2% | Com | 237194105 |
| CSX | CSX Corp Com | 59,840 | $1.931M | 0.2% | $30.08 | +12.0% | Com | 126408103 |
| EXPE | Expedia Group Inc New | 10,355 | $1.929M | 0.2% | $127.28 | +34.3% | Com | 30212P303 |
| IQV | Iqvia Holdings Inc | 9,806 | $1.927M | 0.2% | $204.64 | +3.1% | Com | 46266C105 |
| CIEN | Ciena Corp | 22,474 | $1.906M | 0.2% | $47.94 | +49.7% | Com | 171779309 |
| AMZN | Amazon.com Inc | 8,654 | $1.899M | 0.2% | $127.60 | +60.3% | Com | 023135106 |
| XLI | Industrials Select Sector SPDR | 14,013 | $1.846M | 0.2% | $92.01 | — | Com | 81369Y704 |
| IWB | iShares Russell 1000 ETF | 5,578 | $1.797M | 0.2% | $156.60 | — | Com | 464287622 |
| NEE | Nextera Energy Inc | 24,674 | $1.769M | 0.2% | $67.86 | +10.6% | Com | 65339F101 |
| HLT | Hilton Worldwide Hldgs Inc | 7,090 | $1.752M | 0.2% | $206.68 | +18.1% | Com | 43300A203 |
| LULU | Lululemon Athletica Inc | 4,215 | $1.612M | 0.2% | $326.86 | -0.1% | Com | 550021109 |
| KR | Kroger Co | 25,668 | $1.57M | 0.2% | $29.74 | +92.8% | Com | 501044101 |
| QCOM | Qualcomm Inc | 10,172 | $1.563M | 0.2% | $100.08 | +59.4% | Com | 747525103 |
| SLB | Schlumberger Ltd | 40,154 | $1.54M | 0.2% | $41.67 | -2.8% | Com | 806857108 |
| KO | Coca-Cola Co | 23,945 | $1.491M | 0.1% | $39.02 | +61.7% | Com | 191216100 |
| ACN | Accenture PLC | 4,167 | $1.466M | 0.1% | $277.36 | +27.9% | Com | G1151C101 |
| GOOG | Alphabet Inc Cap Stk Cl C | 7,476 | $1.424M | 0.1% | $111.79 | +57.1% | Com | 02079K107 |
| EOG | EOG Res Inc | 11,605 | $1.423M | 0.1% | $107.40 | +14.8% | Com | 26875P101 |
| TMO | Thermo Fisher Scientific Inc | 2,659 | $1.383M | 0.1% | $568.73 | -3.7% | Com | 883556102 |
| GLD | Spdr Gold Trust Shs | 5,500 | $1.332M | 0.1% | $158.66 | — | Com | 78463V107 |
| ABBV | Abbvie Inc Com | 7,409 | $1.317M | 0.1% | $112.40 | +57.8% | Com | 00287Y109 |
| IWM | iShares Russell 2000 | 5,923 | $1.309M | 0.1% | $188.91 | — | Com | 464287655 |
| ADBE | Adobe Inc | 2,862 | $1.273M | 0.1% | $410.27 | +20.7% | Com | 00724F101 |
| XLY | Consumer Discr Select Sect SPD | 5,651 | $1.268M | 0.1% | $48.31 | — | Com | 81369Y407 |
| PM | Philip Morris International In | 10,487 | $1.262M | 0.1% | $56.96 | +111.7% | Com | 718172109 |
| PG | Procter & Gamble Co | 7,490 | $1.256M | 0.1% | $107.91 | +53.6% | Com | 742718109 |
| VB | Vanguard Small-Cap ETF | 5,129 | $1.232M | 0.1% | $171.15 | — | Com | 922908751 |
| XLF | Financial Select Sector SPDR E | 24,095 | $1.165M | 0.1% | $29.49 | — | Com | 81369Y605 |
| AEE | Ameren Corporation | 11,155 | $994K | 0.1% | $86.51 | 0.0% | Com | 023608102 |
| VOX | Vanguard Communication SVCS ET | 6,200 | $961K | 0.1% | $83.80 | — | Com | 92204A884 |
| MRK | Merck & Co Inc | 9,469 | $942K | 0.1% | $68.31 | +44.5% | Com | 58933Y105 |
| LNT | Alliant Energy Corp | 15,614 | $923K | 0.1% | $57.45 | +1.6% | Com | 018802108 |
| IWO | iShares Russell 2000 Growth | 3,132 | $901K | 0.1% | $132.15 | — | Com | 464287648 |
| NULV | Nuveen ESG Large Cap Value | 21,653 | $852K | 0.1% | $36.04 | — | Com | 67092P300 |
| BLK | Blackrock Inc New | 830 | $851K | 0.1% | $991.05 | 0.0% | Com | 09290D101 |
| ITW | Illinois Tool Works Inc | 3,331 | $845K | 0.1% | $197.83 | +30.1% | Com | 452308109 |
| TDG | Transdigm Group Inc | 652 | $826K | 0.1% | $320.31 | +283.9% | Com | 893641100 |
| PEP | Pepsico Inc | 5,408 | $822K | 0.1% | $124.59 | +25.6% | Com | 713448108 |
| CVX | Chevron Corp | 5,629 | $815K | 0.1% | $92.85 | +56.7% | Com | 166764100 |
| MDLZ | Mondelez Intl Inc Class A | 13,060 | $780K | 0.1% | $31.40 | +102.6% | Com | 609207105 |
| BRK/B | Berkshire Hathaway INC-CL B | 1,706 | $773K | 0.1% | $330.72 | +39.6% | Com | 084670702 |
| USMV | iShares Edge MSCI Min Vol USA | 8,694 | $772K | 0.1% | $64.22 | — | Com | 46429B697 |
| JNJ | Johnson & Johnson | 5,324 | $770K | 0.1% | $133.82 | +11.8% | Com | 478160104 |
| IWN | iShares Russell 2000 Value | 4,604 | $756K | 0.1% | $94.29 | — | Com | 464287630 |
| PLTR | Palantir Technologies Inc | 9,991 | $756K | 0.1% | $22.08 | +163.8% | Com | 69608A108 |
| VO | Vanguard Mid-Cap ETF | 2,832 | $748K | 0.1% | $237.21 | — | Com | 922908629 |
| ATI | Allegheny Technologies Inc | 13,455 | $741K | 0.1% | $24.34 | +142.3% | Com | 01741R102 |
| WMT | Wal-Mart Inc | 8,056 | $728K | 0.1% | $48.55 | +76.7% | Com | 931142103 |
| TTEK | Tetra Tech Inc New | 17,555 | $699K | 0.1% | $38.61 | +16.3% | Com | 88162G103 |
| ETN | Eaton Corp PLC | 2,062 | $684K | 0.1% | $142.59 | +143.4% | Com | G29183103 |
| XLC | Communication Sector Select SP | 7,057 | $683K | 0.1% | $54.21 | — | Com | 81369Y852 |
| HD | Home Depot Inc | 1,716 | $668K | 0.1% | $168.67 | +135.5% | Com | 437076102 |
| MCD | McDonald's Corp | 2,289 | $664K | 0.1% | $185.36 | +56.6% | Com | 580135101 |
| ISRG | Intuitive Surgical Inc | 1,251 | $653K | 0.1% | $314.92 | +65.4% | Com | 46120E602 |
| PNC | PNC Financial Services Group I | 3,341 | $644K | 0.1% | $113.39 | +67.0% | Com | 693475105 |
| TRI | Thomson Reuters Corp. | 3,942 | $632K | 0.1% | $124.59 | +30.0% | Com | 884903808 |
| SO | Southern Company | 7,490 | $617K | 0.1% | $84.51 | 0.0% | Com | 842587107 |
| VUG | Vanguard Index Growth | 1,502 | $616K | 0.1% | $134.49 | — | Com | 922908736 |
| ABT | Abbott Laboratories | 5,443 | $616K | 0.1% | $112.09 | +1.1% | Com | 002824100 |
| USB | US Bancorp | 12,571 | $601K | 0.1% | $39.76 | +17.3% | Com | 902973304 |
| AON | Aon PLC Shs Cl A | 1,632 | $586K | 0.1% | $198.34 | +84.2% | Com | G0403H108 |
| AMP | Ameriprise Financial Inc | 1,093 | $582K | 0.1% | $246.22 | +113.8% | Com | 03076C106 |
| META | Meta Platforms Inc | 938 | $549K | 0.1% | $302.32 | +93.4% | Com | 30303M102 |
| MDY | SPDRA S&P MidCap 400 ETF | 917 | $522K | 0.1% | $67.03 | — | Com | 78467Y107 |
| WEYS | Weyco Group Inc | 13,096 | $492K | 0.0% | $24.25 | +45.8% | Com | 962149100 |
| PLOW | Douglas Dynamics Inc | 20,000 | $473K | 0.0% | $25.32 | 0.0% | Com | 25960R105 |
| MA | Mastercard Inc Cl A | 885 | $466K | 0.0% | $350.89 | +46.7% | Com | 57636Q104 |
| VTV | Vanguard Index Value | 2,689 | $455K | 0.0% | $101.31 | — | Com | 922908744 |
| NOW | Servicenow Inc | 428 | $454K | 0.0% | $164.40 | +23.2% | Com | 81762P102 |
| GLW | Corning Inc | 9,519 | $452K | 0.0% | $26.80 | +73.0% | Com | 219350105 |
| AXP | American Express CO | 1,468 | $436K | 0.0% | $152.99 | +85.4% | Com | 025816109 |
| AMD | Advanced Micro Devices Inc | 3,331 | $402K | 0.0% | $98.44 | +46.2% | Com | 007903107 |
| TTC | Toro Co | 5,000 | $401K | 0.0% | $83.84 | 0.0% | Com | 891092108 |
| TEL | TE Connectivity PLC ADR | 2,800 | $400K | 0.0% | $146.90 | -0.1% | Com | G87052109 |
| EFA | iShares MSCI EAFE ETF | 5,128 | $388K | 0.0% | $68.92 | — | Com | 464287465 |
| DUK | Duke Energy Corp | 3,566 | $384K | 0.0% | $108.79 | 0.0% | Com | 26441C204 |
| V | Visa Inc | 1,200 | $379K | 0.0% | $221.24 | +34.8% | Com | 92826C839 |
| DOX | Amdocs Ltd ADR | 4,450 | $379K | 0.0% | $53.80 | +58.3% | Com | G02602103 |
| CTAS | Cintas Corporation | 2,064 | $377K | 0.0% | $169.72 | +22.8% | Com | 172908105 |
| MO | Altria Group Inc | 7,116 | $372K | 0.0% | $26.40 | +84.9% | Com | 02209S103 |
| UNP | Union Pacific Corp | 1,619 | $369K | 0.0% | $166.56 | +38.2% | Com | 907818108 |
| MRVL | Marvell Technology Group LTD | 3,136 | $346K | 0.0% | $68.06 | +35.9% | Com | 573874104 |
| ADMA | ADMA Biologics Inc | 20,000 | $343K | 0.0% | $18.81 | 0.0% | Com | 000899104 |
| WM | Waste Mgmt Inc Del | 1,657 | $334K | 0.0% | $131.59 | +60.4% | Com | 94106L109 |
| VGT | Vanguard Information Technolog | 519 | $323K | 0.0% | $385.47 | — | Com | 92204A702 |
| FIS | Fidelity National Information | 3,963 | $320K | 0.0% | $66.74 | +25.7% | Com | 31620M106 |
| VEA | Vanguard FTSE Developed Market | 6,514 | $311K | 0.0% | $42.77 | — | Com | 921943858 |
| ACWX | iShares MSCI ACWI ex US | 5,905 | $308K | 0.0% | $44.22 | — | Com | 464288240 |
| CMI | Cummins Inc | 864 | $301K | 0.0% | $220.78 | +55.6% | Com | 231021106 |
| MCK | McKesson Corp | 523 | $298K | 0.0% | $380.60 | +46.4% | Com | 58155Q103 |
| PYPL | Paypal Hldgs Inc | 3,449 | $294K | 0.0% | $130.40 | -35.7% | Com | 70450Y103 |
| AJG | Arthur J. Gallagher & Co | 1,037 | $294K | 0.0% | $158.13 | +82.2% | Com | 363576109 |
| SCHW | The Charles Schwab Corp | 3,931 | $291K | 0.0% | $70.23 | +5.1% | Com | 808513105 |
| PH | Parker Hannifin Corp | 455 | $289K | 0.0% | $409.80 | +59.9% | Com | 701094104 |
| XEL | Xcel Energy Inc. | 4,277 | $289K | 0.0% | $58.41 | +10.3% | Com | 98389B100 |
| ARKK | Ark Innovation | 5,057 | $287K | 0.0% | $39.67 | — | Com | 00214Q104 |
| NICE | Nice Ltd Sponsored ADR | 1,625 | $276K | 0.0% | $147.85 | — | Com | 653656108 |
| ORCL | Oracle Corp | 1,609 | $268K | 0.0% | $122.56 | +43.5% | Com | 68389X105 |
| NKE | Nike Inc | 3,522 | $267K | 0.0% | $102.45 | -25.3% | Com | 654106103 |
| IXN | Ishares Tr Global Tech ETF | 3,143 | $266K | 0.0% | $68.18 | — | Com | 464287291 |
| NVO | Novo Nordisk A/S ADR | 2,964 | $255K | 0.0% | $103.61 | — | Com | 670100205 |
| ROK | Rockwell Automation Inc | 867 | $248K | 0.0% | $237.86 | +16.1% | Com | 773903109 |
| CRL | Charles River Labs Intl | 1,300 | $240K | 0.0% | $197.17 | -2.3% | Com | 159864107 |
| IBM | International Business Machine | 1,030 | $226K | 0.0% | $216.31 | 0.0% | Com | 459200101 |
| MS | Morgan Stanley | 1,762 | $222K | 0.0% | $119.51 | 0.0% | Com | 617446448 |
| HON | Honeywell International Inc | 957 | $216K | 0.0% | $203.59 | 0.0% | Com | 438516106 |
| MCHP | Microchip Technology Inc | 3,762 | $216K | 0.0% | $70.75 | -6.2% | Com | 595017104 |
| SBUX | Starbucks Corp | 2,357 | $215K | 0.0% | $80.53 | +16.7% | Com | 855244109 |
| DHR | Danaher Corp | 933 | $214K | 0.0% | $255.73 | -4.6% | Com | 235851102 |
| DGRW | Wisdomtree Tr US Qtly Div Grt | 2,543 | $206K | 0.0% | $83.21 | — | Com | 97717X669 |
| F | Ford Motor Co | 18,193 | $180K | 0.0% | $10.27 | -3.8% | Com | 345370860 |
| ICLN | iShares Global Clean Energy ET | 10,183 | $116K | 0.0% | $14.69 | — | Com | 464288224 |