Joe grew up in Duluth, Minnesota, where he was raised by his father, a dedicated teacher and military Sergeant, and his mother, a compassionate social worker. Inspired by his father’s entrepreneurial spirit as a small business owner and inventor, Joe developed a deep curiosity for understanding how things work and finding innovative paths forward. From his mother, he inherited a strong sense of community, character, and the importance of giving back. Joe credits his parents for instilling in him the value of saving. At the age of 16 he started his first small business, mowing cemeteries, and quickly expanded it into a team of four.
This early experience taught him the importance of hard work, honesty, discipline, and financial responsibility. Years later, after graduating from University of Wisconsin - Madison, he transitioned from the restaurant industry he worked within throughout college, into wholesale and distribution in Madison, WI. This path led him to join Octopi Brewing, a startup brewery in Dane County, as Director of Sales and Marketing. After two years he co-founded a wholesale and distribution company with three investors, focusing on beer, wine, and spirits, gaining firsthand experience in running a $13 million business.
Reflecting on his diverse career path, Joe is passionate about helping others plan for their family’s future, supporting small business owners, and guiding his clients through the milestones and challenges that life presents. Joe currently resides in Waunakee, WI with his wife, Jacquelyne, and their two daughters, Raegan and Scarlett. In his free time, he enjoys cooking, playing hockey, golf, and softball, as well as travelling with his family.