About Our Firm

Mission Statement

It is our mission to provide world class financial planning and portfolio management services to help our clients Get On Track™ and Stay On Track™ to reach their goals. We hold ourselves to the values of independence, objectivity & a fiduciary duty. We will always put our clients’ interests ahead of our own and all others. We strive to deliver our service with a no-nonsense approach & in straightforward understandable language.


Core Values 


We believe in making our client’s finances understandable. We will educate our clients to the extent they would like to be about their finances. We will use understandable terms, a reasonable pace, and provide real-life examples where possible. We will also provide opportunities for the general public to improve their financial literacy through classes and community presentations. Additionally, we believe in the continued educational enhancement of our staff members and advisors through continuing education and professional advancement opportunities.



We believe in continuous beneficial communication with our clients. We will achieve this through frequent newsletters, email communications, topical announcements and accessibility of our staff. We will strive to return all phone calls or messages as soon as possible, using the advantages of today’s mobile technologies to do so.



We believe that our clients have the expectation of the availability of our advisor and office staff. We will make every effort to perform to our client’s best expectations and make our office hours and locations convenient to our clients. We believe that our clients have the expectation to have the most knowledgeable person serve their particular area, and we will make certain that our clients work with various subject matter experts when and where appropriate.



We believe that honesty and integrity is important in all that we do. We trust that if we do the right thing, we will get the right results. To that end, we will always utilize the services of independent custodians that provide an important and needed “check and balance” on the services we provide. We will be straightforward with our clients if errors are made, and strive to refine our processes as we learn from errors. We will do what we say we will do.



We believe that our advisors and office staff truly have a passion for helping others with their finances. To that end, we will provide a fun and supportive work environment that encourages individual growth and development, along with world class service for our clients. We will never forget that without our clients, our work is meaningless and that our clients deserve our commitment to their success.


Conceptual was formed in 1984 with Charles (Chuck) Kranzusch merging his practice with that of his father’s H. William (Bill) Kranzusch. The firm provided comprehensive financial planning services under their Registered Investment Advisory, Conceptual Investment Advisors, Inc. (now Conceptual Financial Advisors, LLC) with investments being made through Conceptual Financial Planning, Inc. and Chuck’s broker/dealer affiliations. Kathy Feistel became the firm’s first associate advisor in 1991 and worked with us until her retirement in 2004. Chad Nehring joined the firm as an advisor assistant in 2002, and became an associate advisor on Kathy’s retirement.

In 2005 Conceptual made a major enhancement to their services and began providing fee-only portfolio management through Wrap fee programs utilizing institutional class mutual funds, index funds and ETF’s, as well as enhancing their qualified plan (401k) consulting services. In 2009 Chad became an equity shareholder in the practice. In 2011, Conceptual launched our MyFirstFinancialPlanner.com website and services, designed to serve a younger demographic with their initial financial planning needs.

In August, 2013 multiple late-night tornadoes struck the Appleton area, causing damage just to the north and south of our offices.  Power was lost for nearly one week, and the firm operated from advisors homes and in the office on generator power.  Motivated by this, in 2014 the firm started an initiative to bring all of their paper records into electronic format, allowing their advisors and staff secure, encrypted access from any location. These efforts continued into 2015 with the addition of electronic risk analysis and, through our vendor partners, movement of many of our major systems to a fully cloud-based, encrypted format.  

In August of 2016, Chad Nehring became the sole owner of both Conceptual Financial Planning, Inc and Conceptual Financial Advisors, LLC with Chuck Kranzusch remaining with the firm as a consultant and advisor with our RIA, Conceptual Financial Advisors, LLC.   Conceptual Financial Planning, Inc. at that time also associated with a new broker/dealer for their commission-based business, Fortune Financial Services, Inc. from Monaca, PA.  (Conceptual and Fortune Financial Services, Inc. are separate entities).

We are continuing our efforts to bring the latest capabilities in the financial planning environment to the families and businesses we serve.

We are based in Appleton, WI and typically work with families and businesses in a radius that encompasses the Fox River Valley including Appleton, Green Bay, Oshkosh, Neenah, Menasha, Kaukauna, Kimberly, Little Chute, Combined Locks, Freedom, Wrightstown and DePere.

Open Careers:

None at this time.  Please check back as we continue to grow! 


Existing Advisors - Looking to Advance?

Looking to partner with a progressive financial planning and investment advisory practice? We are always interested in talking to motivated individuals that share our mission and core values. Ideally we are seeking experienced planners with their own book of business that are interested in partnering with an established practice with a known brand, integrated processes and intelligent support…while at the same time maintaining their independence. If this sounds like you, let’s talk in confidence! Please contact Chad Nehring at the firm or send an email to cnehring@conceptualadvisors.com.


Existing Advisors - Looking to transition out?

The principals of Conceptual are seeking to acquire Fox River Valley based financial planning firms or books of business. If you are a successful financial advisor and are thinking about transitioning your business, winding down your practice, or trying other opportunities, let's talk! We can be competitive in structuring a deal and can work to ensure your clients are treated with a high level of service, care and respect, as you would want them to be. Please email your contact information and details in confidence to cnehring@conceptualadvisors.com. We look forward to talking with you.