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Why we built this firm

Built for the financial complexity business owners actually have.

Too many owners hire four advisors who don't talk to each other — and end up doing the integration themselves. We built Bright Forecast to be the integration. One team running the whole picture, so the work compounds instead of landing back on your desk.

Why we exist
"We kept watching business owners run four advisors at once — a CPA, an attorney, an investment guy, an insurance broker — and end up integrating it all themselves. The work that should compound was just landing back on their desk. We built this firm to be the integration."

One of us ran a construction company. All three of us spent years inside a national advisory firm — the kind where a business owner walks in expecting someone to understand the whole picture and walks out with a portfolio allocation and a handshake. The business? Footnoted. The exit? "We'll get to that." The personal plan, the tax strategy, the family conversation — all delegated, none coordinated.

What we watched, again and again, was owners losing time and money to fragmentation. The CPA filed taxes. The attorney drafted documents in 2018 and never updated them. The investment advisor managed mutual funds while ignoring the business — the asset that was 80% of the net worth. Nobody owned the integration. Nobody saw the whole picture. Nobody was watching the owner's back.

So in 2025 we built Bright Forecast — a holistic team that handles the work most owners try to manage alone. Financial planning, tax strategy, business value building, exit and succession, insurance, estate. One team. One coordinated plan. We run the picture so you can run the business — knowing your family, your wealth, and the company you've built are being protected and improved every quarter.

We're not a brand-name shop. We're a senior team — the firm we wished existed before we left to build it.

Built for business owners
Our entire practice is structured around the unique planning needs of business owners — not retrofitted from a wealth management model designed for someone else.
We're the quarterback
We don't replace your CPA and attorney — we coordinate them. One team running point on the whole picture, so the integration cost stops landing on you and starts compounding into your plan.
EPI-certified methodology
Our team is credentialed and trained specifically for this work — not guessing at it.
The Bright Forecast Framework
The Framework is our integrated process for running a business owner's full financial picture — business value, exit and succession, personal wealth, tax strategy, insurance, and estate — as one coordinated plan. It runs in ninety-day cycles, treats the business as what it actually is for most owners (their largest single asset), and integrates business-side work with personal planning. The partners are CEPA-credentialed, which means rigorous training in business valuation, value building, and owner transition planning. But the Framework is ours.
The team

Real people. Long-term partners.

Caden Lee
Caden Lee
Partner & Advisor
CEPA Series 7 Series 66
Caden didn't take the traditional path into financial advisory. He started his own contracting and remodeling company in 2017, hauled bags at Delta Airlines to keep cash flowing in the early years, and finished his business degree at Madison College on the side. By the time he earned his Series 66 and the CEPA designation, he'd already spent eight years signing his own paychecks, making payroll, and learning how a small business actually breathes. When a client tells him cash flow is tight, a key employee just quit, or insurance premiums jumped — he's lived all three. That's why business owners trust him to build a plan that fits how their company actually runs, not how a textbook says it should.
Outside the office
Worship leader · Motorcycle rider · Free time is a rumor
Check my background on FINRA's BrokerCheck.
Joe Bozo
Joe Bozo
Managing Partner & Advisor
CEPA Series 7 Series 66
Joe is the partner who asks "where does this break in five years?" before he asks anything else. For a business owner, that's the question that matters — the plan that looks airtight today is the same plan that gets shredded by a partner buyout, a tax law change, or a buyer who wants different terms. A University of Portland Business Finance grad, Joe spent his early career in the Pacific Northwest before moving his family to Madison in 2018. He runs the firm's client strategy and lives in the messy middle: multi-entity structures, partner separations, tax-efficient exit sequencing, and the human stuff that never fits on a spreadsheet. As Joe puts it: "My job is to handle the complicated math so you can focus on the life you're building. If we can build a plan that survives a macro look at the world, you can sleep a lot better at night."
Outside the office
Recovering Oregonian · Euchre certified · The kitchen will be done next weekend
Check my background on FINRA's BrokerCheck.
Jordan Olson
Jordan Olson
Partner & Advisor
CEPA Series 7 Series 66
Jordan spent four and a half years running Pizza Hut restaurants as an area manager before he ever looked at a financial plan — which means he was making payroll, managing inventory, hiring and firing, and taking the 2 a.m. call when the ice machine broke, every week for years. He finished his business finance degree at night while doing it. By the time he moved into financial advisory in 2024, nobody had to explain to him what a business owner's day actually looks like. That's where the "process-driven" reputation comes from: Jordan is the partner business owners call when they want to know what's going to happen Tuesday morning, not someday. He runs the 90-day sprints, pressure-tests the assumptions, and makes sure nothing slips between meetings — because he knows exactly how much it costs when something does.
Outside the office
Packers, Brewers, Badgers · Self-described decent golfer · Family first
Check my background on FINRA's BrokerCheck.
Our team
Gabriel Plaster
Gabriel Plaster
Associate
Gabriel built his career in IT and cybersecurity before moving into financial services — the private side working with business owners, companies, and resorts, and the government side covering the county jail, police department, sheriff's office, and courthouse. When your job is keeping other people's systems and data safe, you learn fast what owners actually worry about at 2 a.m. He brings that risk-first, systems-thinking approach to every financial plan he builds.
Ian Urban
Ian Urban
Associate
Ian came out of auto dealership operations, where he redesigned acquisition workflows and helped scale a single location into multiple — tripling revenue in one year. He knows what it looks like when a business is running on duct tape vs. real systems, and he brings that same fix-the-process-not-the-symptom approach to every client engagement.
Chase Brauns
Chase Brauns
Associate
Eagle Scout turned lumber estimator turned advisor. Chase spent years in the building industry working directly with contractors and construction company owners — coordinating materials, logistics, and sales — so he already speaks the language before a client finishes their first sentence. He leads client relationships and outreach at the firm, and he's usually the first voice a prospect hears.
Jonah Lassanske
Jonah Lassanske
Associate
Before financial services, Jonah spent years managing one of the hardest kinds of transitions — helping families of elderly clients with Alzheimer's and dementia navigate moves into senior care, including the logistical and emotional complexity of sorting through hoarding situations. That work required patience, practical problem-solving, and the ability to sit with families during some of the hardest decisions of their lives. Before that, he did roofing sales. Accounting degree from UW-Whitewater.

"Now you know who's in the room.
The question is whether you should be."

15 minutes. No pitch. We'll tell you honestly whether we can help — and if we can't, we'll tell you who can.

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