JA Counter & Associates - The employee benefits broker and group health insurance advisor in New Richmond

JA Counter & Associates

Creating better visibility over your benefits investment.
1477 S. Knowles Avenue Suite 200
New Richmond, WI 54017

Practice Areas

  • Benefit Administration Solutions
  • Executive Benefits
  • Group Health Insurance
  • Human Resources Solutions
  • Individual Health Insurance
  • Voluntary Benefits
  • Consumerism Solutions

JA Counter & Associates Overview

JA Counter was founded in New Richmond, Wisconsin in 1976 as an insurance agency, specializing in individual life, health, and disability insurance and employee benefit planning. We later entered the securities arena, thus expanding the opportunity to adequately serve our client’s needs by offering stocks, bonds, mutual funds, variable annuities, variable universal life insurance, retirement planning, financial planning, estate planning, among the many other services offered by our firm.  

JA Counter became close collaborators with other firms through a mutual partnership with the Benefit Advisor Network, and at the end of 2016 many of the firms simultaneously merged to become The Alera Group.  The Alera Group is thus an independent, national insurance and financial services firm with specializations in employee benefits, property and casualty, risk management, and wealth management.  The mission of The Alera Group is to provide the expertise and best practices of a large national firm, while delivering the personal local service our collective clients have come to expect. 

Presently, as a member of The Alera Group, JA Counter works collaboratively with their many national partners.  The Alera Group has over 1,400 employees and is now the 7th largest privately held employee benefits firm in the United States. 

Whether you’re a business or individual in need of Human Resources, benefits, or financial planning, the team at JA Counter provides trustworthy consultation in a thoughtful, well-educated manner where clients are treated like family and business is conducted in a caring, professional style.

You can count on JA Counter.

JA Counter & Associates Affiliations

Areas of Special Focus

  • Captives
  • Compliance
  • Employee Communications
  • Medical Claim Analytics
  • Onsite Clinics
  • Rx Carveouts
  • Self Funded Plans
  • Supplemental Benefits
  • Technology
  • Data Analytics
  • Health Advocacy
  • Health and Benefits Consulting
  • Population Health and Wellness

Areas Served by JA Counter & Associates

  • Wisconsin
  • Minnesota

Team at JA Counter & Associates

Specialization in population health management, cost control, recruitment, retention and culture.

Kristi Cherney

Chief Client Officer

Linda has specialized expertise in areas of consulting, regulatory compliance and benefit admin.

Linda Skoglund


Jill brings expertise in benefits consulting, regulatory compliance, benefits administration.

Jill Gorres

Employee Benefits Specialist

About The Service

Elevate Benefits, LLC owns and operates SHRM Broker Finder, a software as a service (SaaS) platform. Our platform supports your independent research, vetting and hiring processes. The company facilitates introductions and exchange of information between parties seeking and offering solutions. We are not a licensed financial services entity of any kind and we do not seek to sell or make money from the sale of any employee benefits, financial services or any other regulated products or services. We also do not make specific provider, product or service recommendations. Learn more by visiting our Frequently Asked Questions.

Contact this Broker

Run a Benefits
Broker Hiring Process

  1. Select Favorites
  2. Interview the Best Candidates
  3. Make your hire

Please Wait...