Why did we choose the “Oak Tree” for our firm’s name? -- A True Story

After a quarter century of working with larger corporations I decided that the only way to truly do what is best for my clients was to start my own firm. I struggled to come up with a name that reflected the way we work with our valued clients.

A classic Wisconsin thunderstorm developed as I was looking out my window at home, thinking about a name. I was literally watching the trees in my backyard. Every tree except the big oak was swaying. Some were bent over from the storm’s fierce winds that day. It hit me that the noble Oak tree reflected the strength and stability needed to weather the storms – in our case, of life and the markets.

The analogy goes deeper. Remember that the strength of the Oak tree, like the strength of our firm, is not established through only what we see above the ground; no truly, the strength of the Oak, and of this firm, is borne of a deep rooted, largely unseen support structure.

Our “roots” are Oak Tree’s resources, technology, client review process, our client communication work, our educational materials and seminars, our commitment to listening and truly caring, our follow-up, our follow-through. So, our strong root system, all in addition to the very visibly strong branches and leaves—our advisors, each with his or her unique combination of skills, experience and knowledge—make up a unique, skilled, and very caring partner.

Enjoy the benefits of the Oak Tree approach!

Brad Olson, President