Edward Jones-Financial Advisor: Jason Cobb

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When people hear "financial advisor," most picture someone picking investments. That's part of the job. It's maybe a fif...
10/15/2026

When people hear "financial advisor," most picture someone picking investments. That's part of the job. It's maybe a fifth of it.

When I build a plan with a family, we look at five things:
• Your goals, written down with real numbers and dates
• Your cash and income, where it comes from and where it goes
• Your investments, lined up with those goals
• Risk and protection, what could knock things off course
• Your estate, so the people you love aren't left guessing

Most people have looked hard at one or two of these and never touched the rest. That's normal. It's also usually where the surprises are.

Which one have you never looked at? Financial Planning Month seems like a good time.

Last Saturday I was in Madison with the Safe Families board. (That's Krista and me at their spring soirée.) Safe Familie...
10/13/2026

Last Saturday I was in Madison with the Safe Families board. (That's Krista and me at their spring soirée.) Safe Families connects parents going through a crisis with local volunteer families who care for their kids for a while, so a hard season doesn't turn into a broken family.

It's one of the ways Krista and I have chosen to give. Giving comes up with a lot of the families I work with, too. Not as whatever's left over in December, but as part of the plan from the start.

Is there a cause you'd love to do more for? Send me a message. I'd love to hear what it is.

Krista sent me this one this morning. Revere's schoolwork moved out to the gazebo, because in Wisconsin you don't get ma...
10/12/2026

Krista sent me this one this morning. Revere's schoolwork moved out to the gazebo, because in Wisconsin you don't get many more mornings like this before the snow.

A lot of the people I work with are great at getting ready for winter. They save, they plan, they stack the wood. Fewer are good at noticing when a sunny morning shows up and just taking it.

A good plan should do both. It's what lets you say yes to a nice day without feeling guilty about it.

So here's your permission slip: if it's nice out where you are, go sit in it for a while. The spreadsheet will still be there tomorrow.

Most of the families I work with had never sat down with a financial advisor before. I think a lot of people put it off ...
10/06/2026

Most of the families I work with had never sat down with a financial advisor before. I think a lot of people put it off because they expect a sales pitch, or they're worried they'll feel dumb for not knowing the lingo.

So here's what a first conversation with me actually looks like. We talk about your family, what's coming up in the next few years, and what's keeping you up at night. You don't need a binder or your numbers memorized. Nobody signs anything that day.

If you've been putting off that first conversation, send me a message. I'll put the coffee on.

That's me at the kitchen table with a whole lot of pennies. I have no idea what I was saving up for. I just remember how...
10/05/2026

That's me at the kitchen table with a whole lot of pennies. I have no idea what I was saving up for. I just remember how good it felt to count it.

Most of the money habits we carry as adults started at a table like this one: watching our parents, counting coins, deciding whether the birthday money gets spent or saved. Our kids are picking up theirs right now, whether we're teaching on purpose or not.

What's your first money memory? Send me a message. I'd love to hear it.

Apple season in Wisconsin. She had zero doubts about whether she was allowed to enjoy the harvest.Grown-ups have a harde...
10/02/2026

Apple season in Wisconsin. She had zero doubts about whether she was allowed to enjoy the harvest.

Grown-ups have a harder time with it. I meet people who planted for thirty years, did everything right, and still feel guilty picking a single apple. Saving is a habit. Spending on purpose is a skill, and most of us never practiced it.

There's a time to plant and a time to harvest. If you've been planting a long time and aren't sure it's okay to switch, send me a message and let's look at it together.

Fall showed up this week. It sneaks up on me every year. One day it's summer, and the next we're stacking firewood and d...
09/28/2026

Fall showed up this week. It sneaks up on me every year. One day it's summer, and the next we're stacking firewood and digging out the flannel.

Life works the same way. A new job. A baby on the way. The first grandkid. The last day of work. Sometimes nothing big happens at all, you just start seeing things differently. The season changes, and the plan that fit last year doesn't quite fit anymore.

A lot of what I do is help families notice which season they're in and adjust before it catches them off guard.

What's changing for you this fall? Send me a message. I'd love to hear about it.

We took this photo on top of a mountain in the Smoky Mountains National Park with a famous view on the family portion of...
08/27/2026

We took this photo on top of a mountain in the Smoky Mountains National Park with a famous view on the family portion of our 25th anniversary trip. We saw fog.

That's what a lot of financial decisions feel like — especially after a loss, a divorce, or a job ending. You can't see far, so it's tempting to stand still. But you don't have to see the whole road. You need to know the next three steps, and who's walking them with you.

If you're in the fog right now, send me a message. We'll start with step one.

That's me, about forty years ago, being marched down the beach by my parents. I could not tell you what that trip cost. ...
08/26/2026

That's me, about forty years ago, being marched down the beach by my parents. I could not tell you what that trip cost. I can tell you about the seaweed, the sunburn, and the cross-country trip we still talk about.

That's the part that doesn't show up on a statement. Nobody's kids remember the account balance. They remember who took them somewhere, and who was still healthy enough to come along.

If there's a trip your family would still be talking about in forty years, let's see whether the plan already says yes. Send me a message.

In a lot of marriages, one person quietly owns the finances. It works fine — right up until it doesn't.I've sat at kitch...
08/24/2026

In a lot of marriages, one person quietly owns the finances. It works fine — right up until it doesn't.

I've sat at kitchen tables with a spouse who has never logged into the accounts, doesn't know which bills auto-pay, and is being asked to make big decisions in the worst week of their life. We start small: what comes in, what goes out, what's urgent and what can wait ninety days.

If that's one of your parents, your friend, or that's you, message me. Nobody should have to learn this alone.

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831 Critter Court Suite 100
Onalaska, WI
54650

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Monday 8am - 5pm
Tuesday 8am - 5pm
Wednesday 8am - 5pm
Thursday 8am - 5pm
Friday 8am - 3pm

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