I coach others to be a wise steward of their financial resources. Patience is one of my strong suits. I am always considerate of the emotional and mental space my clients need to understand the why, how and what behind their plans. After all, if you have full confidence in the plan you have built, you are far more likely to stick with it.

I stay true to my roots by advocating for social justice whenever I can, both for the environment and for people.  Coaching and counseling in this context is my passion.

                                                                                                              - Brett  

Environmental advocacy: This industry has a high carbon footprint, but Brett limits his by:

  • Commuting by bike/train four days a week

  • Using video and virtual meetings 

  • Sending analysis, reading, and paperwork digitally whenever it is compliant

  • Utilizing socially responsible investing (SRI) when appropriate

Social advocacy: Brett saves time for those not traditionally well-served by the financial services field, including:

  • non-profit and community leaders

  • the LGBTQ+ community

  • all people in their 20s

  • people of color

  • people with temporary visas (especially DACA visa holders)

Brett lives with his wife Rebeca and two boys, Roque and Rio, on the near South Side of Milwaukee. Originally from the Chicago area, Brett was introduced to Rebeca after he moved to Milwaukee to work full-time with Lake Valley Camp in 2008.  After a year of Americorps service in Seattle, they returned to Milwaukee to be closer to family.  In his free time, Brett loves to read with a good cup of coffee, and to get outside as much as possible to bike, ski, run, canoe, take family walks, and go camping.


Brett Heaton Juarez, CFP®, CLU®, CLTC®, M.S.
Financial Advisor

Heaton Juarez Financial


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