Location: Madison, WI
CIK: 0001521951 · Show all filings
Period: Q1 2021 (← Previous) (Next →)
Filing Date: Apr 20, 2021
Total Value: $753M (100.0% shares, 0.0% debt)
| Ticker | Issuer | Shares | Value | % | Share Price | Est. Cost/Share | Unrealized @ Report Date | Class | CUSIP |
|---|---|---|---|---|---|---|---|---|---|
| VTI | Vanguard Total Stock Market ET | 870,089 | $180M | 23.9% | $206.69 | $103.55 | +99.6% | Common | 922908769 |
| IWF | iShares Russell 1000 Growth ET | 286,822 | $69.71M | 9.3% | $243.04 * | $38.43 | +58.1% | Common | 464287614 |
| MTUM | iShares Edge MSCI USA Momentum | 367,076 | $59.05M | 7.8% | $160.86 | $137.75 | +16.8% | Common | 46432F396 |
| IEFA | iShares Core MSCI EAFE ETF | 813,976 | $58.65M | 7.8% | $72.05 | $63.24 | +13.9% | Common | 46432F842 |
| IJR | iShares Core S&P Small-Cap ETF | 540,309 | $58.64M | 7.8% | $108.53 | $78.35 | +38.5% | Common | 464287804 |
| AGG | iShares Core US Aggregate Bond | 515,040 | $58.63M | 7.8% | $113.83 | $111.12 | +2.4% | Common | 464287226 |
| EFAV | iShares Edge MSCI Min Vol EAFE | 629,670 | $45.96M | 6.1% | $72.99 | $70.23 | +3.9% | Common | 46429B689 |
| IWD | iShares Russell 1000 Value ETF | 274,811 | $41.65M | 5.5% | $151.55 | $115.27 | +31.5% | Common | 464287598 |
| IJH | iShares Core S&P Mid-Cap ETF | 145,201 | $37.79M | 5.0% | $260.28 * | $36.85 | +41.3% | Common | 464287507 |
| SPY | SPDR S&P 500 ETF | 44,983 | $17.83M | 2.4% | $396.33 | $270.76 | +46.4% | Common | 78462F103 |
| FBIZ | First Business Financial Services Inc | 345,765 | $8.551M | 1.1% | $24.73 * | $14.39 | +51.6% | Common | 319390100 |
| FISV | Fiserv Inc | 64,830 | $7.717M | 1.0% | $119.03 | $77.30 | +54.0% | Common | 337738108 |
| AAPL | Apple Inc | 50,274 | $6.141M | 0.8% | $122.15 * | $90.00 | +32.3% | Common | 037833100 |
| MUB | iShares National Muni Bond ETF | 37,315 | $4.33M | 0.6% | $116.04 | $110.80 | +4.7% | Common | 464288414 |
| GOOGL | Alphabet Inc Cap Stk Cl A | 1,599 | $3.298M | 0.4% | $2062.54 * | $68.16 | +50.2% | Common | 02079K305 |
| JPM | JPMorgan Chase & Co | 21,312 | $3.244M | 0.4% | $152.21 * | $86.27 | +56.1% | Common | 46625H100 |
| MSFT | Microsoft Corp | 11,900 | $2.806M | 0.4% | $235.80 * | $90.55 | +150.4% | Common | 594918104 |
| DIS | Walt Disney Company | 12,742 | $2.351M | 0.3% | $184.51 * | $101.73 | +77.2% | Common | 254687106 |
| FIS | Fidelity National Information | 12,821 | $1.803M | 0.2% | $140.63 * | $63.66 | +98.2% | Common | 31620M106 |
| CSCO | Cisco Systems Inc | 33,807 | $1.748M | 0.2% | $51.71 * | $37.92 | +18.0% | Common | 17275R102 |
| TXN | Texas Instruments Inc | 8,882 | $1.679M | 0.2% | $189.03 * | $96.76 | +70.5% | Common | 882508104 |
| — | Lam Research Corporation | 2,807 | $1.671M | 0.2% | $595.30 | $204.42 | — | Common | 512807108 |
| ADI | Analog Devices Inc | 10,298 | $1.597M | 0.2% | $155.08 * | $81.57 | +75.0% | Common | 032654105 |
| AMT | American Tower Corp | 6,559 | $1.568M | 0.2% | $239.06 * | $113.33 | +82.2% | Common | 03027X100 |
| HD | Home Depot Inc | 4,982 | $1.521M | 0.2% | $305.30 * | $126.04 | +115.8% | Common | 437076102 |
| ALL | Allstate Corp | 12,441 | $1.429M | 0.2% | $114.86 * | $67.79 | +51.0% | Common | 020002101 |
| XLK | Technology Select Sector SPDR | 10,335 | $1.373M | 0.2% | $132.85 * | $48.29 | +37.5% | Common | 81369Y803 |
| KLAC | Kla-tencor Corp | 4,045 | $1.336M | 0.2% | $330.28 * | $101.94 | +208.0% | Common | 482480100 |
| KO | Coca-Cola Co | 24,850 | $1.31M | 0.2% | $52.72 * | $31.57 | +44.8% | Common | 191216100 |
| AVGO | Broadcom Inc | 2,826 | $1.31M | 0.2% | $463.55 * | $22.26 | +88.8% | Common | 11135F101 |
| PEP | Pepsico Inc | 9,173 | $1.298M | 0.2% | $141.50 * | $104.57 | +16.9% | Common | 713448108 |
| IWB | iShares Russell 1000 ETF | 5,778 | $1.293M | 0.2% | $223.78 | $154.88 | +44.5% | Common | 464287622 |
| UNH | UnitedHealth Group Inc | 3,387 | $1.26M | 0.2% | $372.01 * | $145.65 | +136.3% | Common | 91324P102 |
| IVV | iShares S&P 500 Core | 3,154 | $1.255M | 0.2% | $397.91 | $273.51 | +45.4% | Common | 464287200 |
| LOW | Lowe's Companies Inc | 6,578 | $1.251M | 0.2% | $190.18 * | $66.13 | +163.2% | Common | 548661107 |
| MRK | Merck & Co Inc | 15,964 | $1.231M | 0.2% | $77.11 * | $61.81 | +2.4% | Common | 58933Y105 |
| TJX | TJX Companies Inc | 18,583 | $1.229M | 0.2% | $66.14 * | $40.87 | +50.9% | Common | 872540109 |
| ELV | Anthem Inc | 3,409 | $1.224M | 0.2% | $359.05 * | $206.74 | +62.8% | Common | 036752103 |
| SYK | Stryker Corp | 4,858 | $1.183M | 0.2% | $243.52 * | $160.05 | +44.9% | Common | 863667101 |
| ICE | Intercontinental Exchange Inc | 10,557 | $1.179M | 0.2% | $111.68 * | $59.75 | +75.8% | Common | 45866F104 |
| USMV | iShares Edge MSCI Min Vol USA | 16,166 | $1.119M | 0.1% | $69.22 | $63.45 | +9.0% | Common | 46429B697 |
| EBAY | eBay Inc | 18,263 | $1.118M | 0.1% | $61.22 * | $35.95 | +56.6% | Common | 278642103 |
| VOD | Vodafone Group Plc Adr | 59,491 | $1.096M | 0.1% | $18.42 | $17.91 | +2.9% | Common | 92857W308 |
| AMGN | Amgen Inc | 4,357 | $1.084M | 0.1% | $248.80 * | $134.20 | +59.6% | Common | 031162100 |
| QCOM | Qualcomm Inc | 8,090 | $1.073M | 0.1% | $132.63 * | $81.76 | +46.3% | Common | 747525103 |
| TMUS | T Mobile US Inc | 8,368 | $1.048M | 0.1% | $125.24 * | $87.01 | +39.1% | Common | 872590104 |
| SBUX | Starbucks Corp | 9,437 | $1.031M | 0.1% | $109.25 * | $75.94 | +29.1% | Common | 855244109 |
| PAYX | Paychex Inc | 10,297 | $1.009M | 0.1% | $97.99 * | $51.12 | +67.7% | Common | 704326107 |
| EA | Electronic Arts Inc | 7,369 | $998K | 0.1% | $135.43 * | $108.90 | +21.2% | Common | 285512109 |
| XLE | Energy Select Sector SPDR ETF | 20,225 | $992K | 0.1% | $49.05 * | $22.46 | +9.2% | Common | 81369Y506 |
| INTC | Intel Corp | 15,378 | $984K | 0.1% | $63.99 * | $39.39 | +47.8% | Common | 458140100 |
| PYPL | Paypal Hldgs Inc | 4,049 | $983K | 0.1% | $242.78 | $121.84 | +98.8% | Common | 70450Y103 |
| IWO | iShares Russell 2000 Growth | 3,152 | $948K | 0.1% | $300.76 | $128.62 | +133.8% | Common | 464287648 |
| LLY | Lilly Eli Co | 5,042 | $942K | 0.1% | $186.83 * | $119.68 | +48.7% | Common | 532457108 |
| — | Arista Networks Inc | 3,117 | $941K | 0.1% | $301.89 | $218.97 | — | Common | 040413106 |
| EXPE | Expedia Group Inc New | 5,428 | $934K | 0.1% | $172.07 | $118.17 | +44.5% | Common | 30212P303 |
| EBS | Emergent Biosolutions | 10,057 | $934K | 0.1% | $92.87 | $93.41 | -0.5% | Common | 29089Q105 |
| RSG | Republic Services Inc | 9,333 | $927K | 0.1% | $99.32 * | $81.12 | +15.2% | Common | 760759100 |
| WTRG | Essential Utilities, Inc | 20,682 | $926K | 0.1% | $44.77 | $45.15 | -0.9% | Common | 29670G102 |
| JCI | Johnson Controls Intl, PLC | 15,433 | $921K | 0.1% | $59.68 * | $37.84 | +43.9% | Common | G51502105 |
| COST | Costco Wholesale Corp | 2,605 | $918K | 0.1% | $352.40 * | $291.05 | +14.8% | Common | 22160K105 |
| MDY | SPDRA S&P MidCap 400 ETF | 1,893 | $901K | 0.1% | $475.96 | $318.08 | +49.7% | Common | 78467Y107 |
| MU | Micron Technology Inc | 10,025 | $884K | 0.1% | $88.18 * | $82.77 | +4.0% | Common | 595112103 |
| PM | Philip Morris International Inc | 9,955 | $883K | 0.1% | $88.70 * | $52.13 | +35.4% | Common | 718172109 |
| CSX | CSX Corp Com | 9,143 | $882K | 0.1% | $96.47 * | $22.98 | +31.2% | Common | 126408103 |
| COR | Amerisourcebergen Corp | 7,421 | $876K | 0.1% | $118.04 * | $71.51 | +51.8% | Common | 03073E105 |
| JNJ | Johnson & Johnson | 5,245 | $862K | 0.1% | $164.35 * | $116.61 | +23.0% | Common | 478160104 |
| PGR | Progressive Corp | 8,708 | $833K | 0.1% | $95.66 * | $51.80 | +65.0% | Common | 743315103 |
| PWR | Quanta Services Inc | 9,319 | $820K | 0.1% | $87.99 | $37.33 | +133.6% | Common | 74762E102 |
| VOX | Vanguard Communication SVCS ET | 6,200 | $806K | 0.1% | $130.00 | $89.51 | +45.2% | Common | 92204A884 |
| XLF | Financial Select Sector SPDR E | 23,489 | $800K | 0.1% | $34.06 | $25.30 | +34.6% | Common | 81369Y605 |
| XLI | Industrials Select Sector SPDR | 7,928 | $781K | 0.1% | $98.51 | $70.41 | +39.8% | Common | 81369Y704 |
| VB | Vanguard Small-Cap ETF | 3,577 | $766K | 0.1% | $214.15 | $147.86 | +44.8% | Common | 922908751 |
| — | Inovalon Hldgs Inc Cl A | 26,457 | $761K | 0.1% | $28.76 | $14.62 | — | Common | 45781D101 |
| PG | Procter & Gamble Co | 5,565 | $754K | 0.1% | $135.49 * | $79.38 | +51.5% | Common | 742718109 |
| IWN | iShares Russell 2000 Value | 4,662 | $743K | 0.1% | $159.37 | $95.17 | +67.6% | Common | 464287630 |
| MDLZ | Mondelez Intl Inc Cl A | 12,089 | $708K | 0.1% | $58.57 * | $24.92 | +108.2% | Common | 609207105 |
| DRI | Darden Restaurants Inc | 4,940 | $701K | 0.1% | $141.90 * | $97.07 | +25.3% | Common | 237194105 |
| TTEK | Tetra Tech Inc New | 4,751 | $645K | 0.1% | $135.76 * | $15.04 | +80.4% | Common | 88162G103 |
| GOOG | Alphabet Inc Cap Stk Cl C | 309 | $639K | 0.1% | $2067.96 * | $56.03 | +83.2% | Common | 02079K107 |
| NICE | Nice Ltd Sponsored ADR | 2,870 | $626K | 0.1% | $218.12 | $150.56 | +44.8% | Common | 653656108 |
| KR | Kroger Co | 17,106 | $616K | 0.1% | $36.01 * | $20.95 | +55.3% | Common | 501044101 |
| APD | Air Prods Chems Inc | 2,055 | $578K | 0.1% | $281.27 * | $194.40 | +28.5% | Common | 009158106 |
| MCD | McDonald's Corp | 2,475 | $555K | 0.1% | $224.24 * | $117.42 | +71.3% | Common | 580135101 |
| — | BlackRock Inc | 729 | $550K | 0.1% | $754.46 | $449.95 | — | Common | 09247X101 |
| IWM | iShares Russell 2000 | 2,443 | $540K | 0.1% | $221.04 | $149.24 | +48.0% | Common | 464287655 |
| NKE | Nike Inc | 4,041 | $537K | 0.1% | $132.89 * | $91.57 | +35.4% | Common | 654106103 |
| AMZN | Amazon.com Inc | 173 | $535K | 0.1% | $3092.49 * | $128.41 | +20.5% | Common | 023135106 |
| GLW | Corning Inc | 11,997 | $522K | 0.1% | $43.51 * | $26.62 | +43.4% | Common | 219350105 |
| CRL | Charles River Labs Intl | 1,710 | $496K | 0.1% | $290.06 | $187.98 | +54.2% | Common | 159864107 |
| DOX | Amdocs Ltd ADR | 7,007 | $492K | 0.1% | $70.22 * | $53.80 | +18.1% | Common | G02602103 |
| MGEE | MGE Energy Inc | 6,821 | $487K | 0.1% | $71.40 * | $64.56 | -0.2% | Common | 55277P104 |
| EXAS | Exact Sciences Corp | 3,675 | $484K | 0.1% | $131.70 | $84.96 | +55.1% | Common | 30063P105 |
| WDC | Western Digital Corp | 6,984 | $466K | 0.1% | $66.72 * | $32.78 | +53.3% | Common | 958102105 |
| — | Thomson Reuters Corp | 5,211 | $456K | 0.1% | $87.51 | $66.78 | — | Common | 884903709 |
| ACN | Accenture PLC | 1,615 | $446K | 0.1% | $276.16 * | $144.26 | +78.8% | Common | G1151C101 |
| AON | Aon PLC Shs Cl A | 1,921 | $442K | 0.1% | $230.09 * | $198.34 | +12.0% | Common | G0403H108 |
| BAC | Bank Of America Corp | 11,430 | $442K | 0.1% | $38.67 * | $21.14 | +63.0% | Common | 060505104 |
| BABA | Alibaba Group Hldg Ltd Sponsor | 1,886 | $428K | 0.1% | $226.94 | $140.05 | +61.9% | Common | 01609W102 |
| CVX | Chevron Corp | 3,999 | $419K | 0.1% | $104.78 * | $71.59 | +20.0% | Common | 166764100 |
| BMO | Bank Of Montreal | 4,635 | $413K | 0.1% | $89.10 * | $40.30 | +81.7% | Common | 063671101 |
| — | TE Connectivity Ltd | 3,200 | $413K | 0.1% | $129.06 | $83.10 | — | Common | H84989104 |
| MO | Altria Group Inc | 7,961 | $407K | 0.1% | $51.12 * | $25.79 | +36.7% | Common | 02209S103 |
| XOM | Exxon Mobil Corp | 7,294 | $407K | 0.1% | $55.80 * | $54.95 | -15.5% | Common | 30231G102 |
| TDG | Transdigm Group Inc | 662 | $389K | 0.1% | $587.61 * | $320.31 | +52.6% | Common | 893641100 |
| VUG | Vanguard Index Growth | 1,502 | $386K | 0.1% | $256.99 * | $24.22 | +76.9% | Common | 922908736 |
| BRK/A | Berkshire Hathaway Inc Class A | 1 | $386K | 0.1% | $386000.00 | $214456.19 | +79.9% | Common | 084670108 |
| RSP | Invesco S & P 500 Equal Weight | 2,498 | $354K | 0.0% | $141.71 | $96.44 | +46.9% | Common | 46137V357 |
| PNC | PNC Financial Services Group Inc | 1,993 | $350K | 0.0% | $175.61 * | $91.83 | +60.6% | Common | 693475105 |
| VTV | Vanguard Index Value | 2,614 | $344K | 0.0% | $131.60 | $105.18 | +25.0% | Common | 922908744 |
| NVDA | Nvidia Corp | 623 | $333K | 0.0% | $534.51 * | $12.29 | +8.3% | Common | 67066G104 |
| PFE | Pfizer Inc | 8,901 | $322K | 0.0% | $36.18 * | $29.71 | -3.4% | Common | 717081103 |
| KMB | Kimberly-Clark Corp | 2,308 | $321K | 0.0% | $139.08 * | $103.75 | +12.6% | Common | 494368103 |
| GLD | Spdr Gold Trust Shs | 2,000 | $320K | 0.0% | $160.00 | $123.19 | +29.8% | Common | 78463V107 |
| — | Royal Dutch Shell ADR | 7,985 | $313K | 0.0% | $39.20 | $35.97 | — | Common | 780259206 |
| MA | Mastercard Inc Cl A | 859 | $306K | 0.0% | $356.23 * | $339.57 | +2.1% | Common | 57636Q104 |
| ATI | Allegheny Technologies Inc | 14,325 | $302K | 0.0% | $21.08 | $24.34 | -13.5% | Common | 01741R102 |
| WMT | Wal-Mart Inc | 2,167 | $294K | 0.0% | $135.67 * | $29.21 | +45.4% | Common | 931142103 |
| UNP | Union Pacific Corp | 1,319 | $291K | 0.0% | $220.62 * | $142.93 | +38.5% | Common | 907818108 |
| ACWX | iShares MSCI ACWI ex US | 4,987 | $275K | 0.0% | $55.14 | $40.87 | +35.0% | Common | 464288240 |
| NMIH | NMI Holdings Inc Cl A | 11,604 | $274K | 0.0% | $23.61 | $18.62 | +26.9% | Common | 629209305 |
| MCHP | Microchip Technology Inc | 1,748 | $271K | 0.0% | $155.03 * | $67.53 | +4.2% | Common | 595017104 |
| T | AT&T Inc | 8,870 | $268K | 0.0% | $30.21 * | $15.67 | +6.7% | Common | 00206R102 |
| NEE | Nextera Energy Inc | 3,516 | $266K | 0.0% | $75.65 * | $60.74 | +10.1% | Common | 65339F101 |
| USB | US Bancorp | 4,755 | $263K | 0.0% | $55.31 * | $34.24 | +31.4% | Common | 902973304 |
| ABBV | Abbvie Inc Com | 2,412 | $261K | 0.0% | $108.21 * | $72.07 | +25.0% | Common | 00287Y109 |
| VEA | Vanguard FTSE Developed Market | 5,163 | $254K | 0.0% | $49.20 | $42.64 | +15.2% | Common | 921943858 |
| ITW | Illinois Tool Works Inc | 1,137 | $252K | 0.0% | $221.64 * | $142.90 | +38.8% | Common | 452308109 |
| V | Visa Inc | 1,163 | $246K | 0.0% | $211.52 * | $203.18 | +0.7% | Common | 92826C839 |
| ISRG | Intuitive Surgical Inc | 305 | $225K | 0.0% | $737.70 * | $251.58 | -2.1% | Common | 46120E602 |
| EFA | iShares MSCI EAFE ETF | 2,837 | $215K | 0.0% | $75.78 | $75.30 | +0.8% | Common | 464287465 |
| VO | Vanguard Mid-Cap ETF | 969 | $214K | 0.0% | $220.85 * | $54.26 | +2.0% | Common | 922908629 |
| AMP | Ameriprise Financial Inc | 865 | $201K | 0.0% | $232.37 * | $200.84 | +7.7% | Common | 03076C106 |
| META | Facebook Inc Cl A | 683 | $201K | 0.0% | $294.29 | $267.39 | +9.4% | Common | 30303M102 |