Googins and Anton is a Madison Wisconsin area investment management company offering financial advice and portfolio management services.

Calculators, Readings & Glossary

Wealth Management:  Straight Talk About Money

Straight Talk About Money

The BEST Way to Stay in the Know?

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Tracey Anton shares investment advice on local radio:

What's Behind a 4% Withdrawal Recommendation for Retirement Accounts?

Perhaps you're retired or are living on an inheritance. You have capital and need additional spending money each year. The secret is withdrawing consistently at a rate that will not eat up your capital. In fact, you would like your capital to grow! Yes! That's possible and not unreasonable.

Some advisors and products like to scare you. They quote low percentage withdrawals of 4% and want you to purchase an annuity effectively willing them the principal in your account. A good deal for them, bad deal for you and your beneficiaries. Googins and Anton helps people spend more and pass on everything remaining to loved ones. Don't settle for less. Listen here: Living on Retirement

Will your money last you through retirement? Read more -->

In the News:

Tracey Anton dancing with Donald Driver

- Big Brothers Big Sisters Gala 2013


Friday July 12th was a wonderful evening where many in our area came together to support an agency that enhances our community.

Thank you Big Brothers Big Sisters for all you do.

more photos -->

Tracey Anton dancing with Donald Driver

Financial Calculators

Recommended Reading

Think & Grow Rich by Napoleon Hill – What a great book. Surprisingly, it’s not just about accumulating money, it’s about building a successful life with many intangible and tangible benefits. But it will definitely help you get rich in dollars and assets.

The Millionaire Next Door by Thomas J. Stanley, Ph.D. and William D. Danko, Ph.D.

The Millionaire Mind by Thomas J. Stanley, Ph.D. Millionaires don’t spend money the way certain celebrities and movies and television portray it. Anyone can become a “millionaire next door” by following time tested sensible “rules.”

Stocks for the Long Run by Jeremy J. Siegel, Ph.D.

Abbreviated Glossary of Investment Terms

ASSETS - Resources owned by a company, fund, or individual; i.e. cash, investments, money due, materials, inventories, etc.

BEAR MARKET - A market in which prices are falling, or expected to do so.

BOND - A debt security issued by corporations, governments, or their agencies, in return for cash from lenders and investors. A bond holder is a creditor, not a shareholder.

BULL MARKET - A market in which prices are rising, or expected to do so.

COMMODITY - A tradable item that can generally be further processed and sold; i.e. metals, wheat, coal, etc.

COMPOUND INTEREST - Interest that is calculated on both the principal and interest previously earned.

DIVERSIFICATION - One of the most effective ways to reduce risk is to diversify your portfolio. No one type of security, asset class or investment manager provides the best performance over all time periods. So a range of investments should reduce the risk of each of the investments.

DIVIDEND - The amount of a corporation’s after-tax earnings that it pays to its shareholders.

DOW JONES INDUSTRIAL - U.S. stock market prices frequently quoted in the news.

FINANCIAL ANALYST - A person trained to advise on the risk and return characteristics of investments and in the management of investment portfolios.

INVESTMENT - An asset acquired for the purpose of producing income and/or capital gains.

LIQUIDITY - The ability of an investment to be easily converted into cash with little- to no loss of capital and a minimum of delay.

MARKET - A public place where buyers and sellers conduct transactions, either directly or via intermediaries.

NATIONAL ASSOCIATION OF SECURITIES DEALERS AUTOMATED QUOTATIONS (NASDAQ) - The New York-based U.S. stock exchange that specializes in technology companies.

OPTION - An agreement that conveys the right, but not the obligation, to the holder to buy or sell a particular security at a stipulated price within a stated period of time.

PORTFOLIO - An investor’s collection of investment holdings, usually with reference to its composition.

PROSPECTUS - A legal document, required by the Securities Act of 1933, setting forth the complete history and current status of a security or fund; it must be made available whenever an offer to sell is made to the public.

RETURN - The amount of money received annually from an investment, usually expressed as a percentage.

RISK - The measurable likelihood of loss or less-than-expected returns. A way of reducing risk is to diversify investments. Risk cannot be eliminated but, it can be managed. Assessing risk and potential investment returns should be in the context of your goals and your timeline.

Types of Risk

  • Investment market risk - the possibility that all investments in a market sector, will be influenced by an event.
  • Investment specific risk - the possibility that a particular investment may under perform compared to competitors.
  • Market timing risk - the possibility that the investment may be sold at a time when the sale price is at a low-point or purchased when the sale price is at a high-point.
  • Inflation risk - the possibility that your investment return is below the inflation rate, which reduces the spending power of your money.
  • Credit risk - the potential failure of a debtor to make payments on amounts they have borrowed.
  • Interest rate risk - the possibility that your investment will be adversely impacted by a fall or rise in interest rates.
  • Legislative risk - the possibility that a change in legislation will impact the appropriateness of certain investments.
  • Liquidity risk - the ease with which you can sell or liquidate your investments. Some investments impose exit fees or have limitations on withdrawals. Other investments may be difficult to sell due to a lack of buyers.

SECURITIES AND EXCHANGE COMMISSION (SEC) - The U.S. regulatory authority for the securities industry.

SECURITY - The paper right to a tradable asset.

SIMPLE INTEREST - Interest that is paid on the initial investment alone.

STOCK - An instrument that signifies an ownership position (equity) in a corporation.

TREND - The current general direction of movement security or commodity prices.

VOLATILITY - The extent of fluctuation in share price, interest rates, etc. The higher the volatility, the less certain an investor is of return; therefore, volatility is one measure of risk.


At certain places on Googins and Anton Inc.’s website, 'links' to other sites are presented. Linked information is offered strictly as a courtesy and convenience.

Googins and Anton Inc. does not endorse, verify or attest to the accuracy or completeness of the content of other websites and accepts no responsibility for their use or content.

The use of any information obtained from outside sites is voluntary, and reliance on them should be undertaken after an independent review of its accuracy, completeness, efficacy, and timeliness.

E-news & Printed Newsletter

Stay in the know: We send out periodic email and printed newsletters, and we invite you to join our mailing list. Sign up for our newsletters & we’ll provide you with a comprehensive client retirement worksheet. We never rent, sell or give away your information.

Archive of our Investment Newsletters

February 2015 : Sensible Investing = Sensible Risk-Taking -->

November 2014 : You don't have to be Steve Jobs or Bill Gates -- just invest in them -->

October 2014 : Classic Fall Downturn? Why markets rise and Fall.

July 2014 : DJIA and S&P reach all-time highs; the U.S. Economy is the world's plow horse

April 2014 : a slow start to 2014 - but not a bad year so far. Not too hot, not too cool.

December 2013 : 2013 was a GREAT year for investors ... but look for corrections in 2014.

2013 Mid-Year Report : Consolidated Account Summaries; DJIA increases; Gold prices drop in an improving economy.

May, 2013 Home ownership, Commercial Real Estate, Biggest Mistakes Clients make.

February, 2013 Oil extraction innovations have decreased foreign oil imports. Plus, the Federal Reserve & the Government.

January, 2013 American Taxpayer Relief Act, Bonds Continue to Rake in the Money

December, 2012 Fiscal Cliff, S&P across Administrations, Investment in Market makes More Money over the Long-term

July, 2012 Mid-year 2012 letter to investors: S&P, Europe & Oil Futures rally in first 6-months of 2012.

June 1, 2012 The patient investor remains committed to investing as the way to build wealth.

December 15, 2011 : In a volatile market, a balance between stocks and fixed income/bonds yields an average of 8%.

August 15, 2011 : It's never as good or as bad as they say it is -- we ARE resilient

August 1, 2011 : It's a GREAT time to buy stocks

May 2011 : Recovering markets, the S&P, Oil is in the news

March 2011 : Getting Used to Panic; Accessing Saxony/Pershing Accounts; Last Minute Tax Info.

February 2011 : 2010 Indexes

December 2010 : Your end-of-year to do list: convert IRAs to Roth IRAs & more

September 2010 : Yo-Yo Markets

August 2010 : Income Tax Increases Coming In 2011: What will happen in 2011?

July 2010 : As we pass the midway point in the 2010, we note significant tax changes.

June 2010: Savers vs. Investors: Investors tend to be compensated for taking risk and living with uncertainty - especially in the long term.

February 2010: positive factors in the current recovery and the New Estate Tax

January 2010: Roth Conversions – They’re Complicated!!

January 2010: Looking ahead in 2010

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Googins & Anton, Inc. is conveniently located on University Avenue in Middleton, Wisconsin.

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Middleton, Madison, Dane Co. WI
(608) 836-3229

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Googins and Anton is an independent investment and wealth management / financial planning and advisor company in greater Madison & Middleton Wisconsin areas. Googins and Anton is a Registered Investment Advisor company and our Financial Advisor expertise will make you money by using our more than 30 years of combined experience, listening to your goals, and investing accordingly. We've worked with professionals - doctors, attorneys, professors, CPAs, business owners, and organizations - for over 30 years. Call us for a complimentary discussion.

Legal Disclosure: This is not an offer to buy or sell securities. Information or opinions in this website are presented solely for informative purposes, and are not intended nor should they be construed as investment advice. The information provided in this website is not intended for distribution to, or use by, any person or entity in any jurisdiction or country where such distribution or use would be contrary to law or regulation or which would subject us to any registration requirement within such jurisdiction or country.

Securities and investment advisory services offered through Googins & Anton, Inc., member FINRA / SIPC