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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 stops 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 kept landing back on their desk. We built this firm to be the integration.”

All three of us worked inside a national advisory firm. Again and again we met business owners who expected someone to understand the whole picture and were handed a portfolio plan instead. The business was a footnote, the exit was “we’ll get to that,” and the personal plan, the tax strategy, and the family conversation lived in different offices.

What we watched 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 the portfolio while the business, usually most of the owner’s net worth, sat outside the plan. Nobody owned the integration. Nobody saw the whole picture. Nobody was watching the owner’s back.

So in 2025 we started Bright Forecast: an integrated team that handles the work many 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, helping protect and improve your family’s security, your wealth, and the company you’ve built, every quarter.

We’re not a brand-name shop. We’re the firm we wished existed, so we left to build it.

Built for business owners
Our entire practice is structured around the 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 work stops landing on you.
Owner-side experience
One of us ran a construction company. All three made payroll, hired and fired, and lived the financial complexity owners actually live. Not theoretical advice, but earned perspective.
The Bright Forecast Method
The Method is how we run a business owner’s full financial picture (business value, exit and succession, personal wealth, tax strategy, insurance, and estate) as one coordinated plan. It moves through three phases: Clarify, where we map where you stand; Build, where we work on the gaps in ninety-day cycles; and Transition, when and how you choose to step back. It treats the business as what it actually is for many owners, their largest single asset. The Method 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 the perspective he brings to building a plan that fits how a 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 ninety-day cycles, pressure-tests the assumptions, and keeps things from slipping 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.
Directors
John Maddrill
John Maddrill
Director of Business Development
CFP® CLU® LUTCF® Series 7 Series 24
John has spent more than three decades in financial services, most of it building the people and practices behind the advice. He started as an advisor, moved into sales management, and in 2008 relocated to Cincinnati to lead and grow a regional firm. For the last several years he ran recruiting, training, and advisor development for practices across the country. That’s the work he leads with Bright Forecast: growing the team, bringing on advisors who fit how we work, and building the engine behind the firm’s growth. A CFP®, CLU®, and LUTCF® professional, John understands both sides of the business: the plan on the page and the practice that has to deliver it, year after year.
Outside the office
Co-founder, Happy 2 Brewing Co. · Juggles while skateboarding (on a good day) · Dad to Jack, Oliver & Lucy
John is associated with The Rosselot Financial Group and part of our network.
Check my background on FINRA’s BrokerCheck.
Paul Ganim
Paul Ganim
Director of Compliance & Education
Series 7 Series 66 Series 24
Paul is the reason the details hold up. He spent 17 years at a national investment firm before moving into advisory work in 2017, with a career built around two things owners rarely see but always feel: disciplined financial planning and careful supervision. He’s held supervisory and compliance roles developing advisors and monitoring how a firm’s advice and investments are delivered, and he carries the FINRA principal registrations (Series 9, 10, and 24) that go with that responsibility. With Bright Forecast he leads compliance and education: keeping the firm’s advice clean, current, and consistent, and making sure every advisor is trained to the standard owners deserve. A University of Cincinnati business graduate, Paul has designed retirement-benefit strategies for hospitals, universities, and growing companies.
Outside the office
Craft-beer brewer · Married his high-school sweetheart · Dad to Maya & Sara
Paul is associated with The Rosselot Financial Group and part of our network.
Check my background on FINRA’s BrokerCheck.
Our team
Gabriel Plaster
Gabriel Plaster
Associate
Gabriel built his career in IT and cybersecurity, on the private side working with business owners, companies, and resorts, and on the government side covering the county jail, police department, sheriff’s office, and courthouse, before moving into financial services. 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 the team.
Eyob Urban
Eyob Urban
Associate
Eyob came out of auto dealership operations, where he redesigned acquisition workflows and helped grow a single location into several, tripling revenue in one year. He knows what it looks like when a business is running on duct tape versus real systems, and he brings that fix-the-process-not-the-symptom approach to his work at the firm.
Chase Brauns
Chase Brauns
Associate
Eagle Scout turned lumber estimator turned first point of contact. Chase spent years in the building industry working directly with contractors and construction company owners, coordinating materials, logistics, and sales, so he speaks the language before an owner finishes their first sentence. He leads outreach at the firm and is 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.
The above associates are not affiliated with Cambridge Investment Research, Inc.

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