Our Team :

Googins and Anton is a Madison area investment management company with over 50 years of combined financial advice and management experience.

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Louise Googins has been helping people with their money since 1978. In 1982, she helped found and incorporate the company now known as Googins & Anton, Inc.

The company has always taken its mission of helping people achieve financial independence very seriously.

Louise holds licenses and designations (request our ADV - part II and Schedules), which allow her to manage investments and insurance, and concentrate on in-depth planning. She is a Certified Financial Planner (1985) and President of Googins & Anton, Inc. She is past president of Madison South Rotary, REBOS House, a halfway house for those recovering from alcohol and drug abuse, and Benedictine Life Foundation.

Louise has conducted numerous seminars on financial planning and made many appearances on public and commercial radio and television. Currently, she enjoys co-hosting Straight Talk About Money, a 30-minute weekly radio show, with Tracey Anton.

Louise has two sons, a daughter-in-law, and two grandchildren. She enjoys her helping people achieve financial independence, while also enjoying downhill skiing, bicycling, reading, and lively informational discussions.

Tracey Anton is dedicated to helping people make sound investment decisions. Tracey is the Vice President of Googins & Anton where she also serves as the Chief Compliance Officer with the primary responsibility of sound portfolio management. Tracey joined Googins & Co. in 1992 after graduating from the University of Wisconsin-Madison with a BBA in Finance and Risk Management. Tracey has been a Registered Investment Advisor with Googins & Anton since 1994.

Tracey shares her financial expertise each week on her radio show, Straight Talk About Money, which she co-hosts with Louise Googins. Tracey also organizes and participates in investment seminars within the Madison community including seminars held at Madison Area Technical College.

In addition to advising individuals and small businesses, Tracey maintains an active role in her community. She is a member of TEMPO Madison, the Middleton Chamber of Commerce, the United Way of Dane County’s Rosenberry Society, and serves as a positive role model as a Big Sister with Big Brothers Big Sisters of Dane County.

Brenda Sims joined Googins & Anton, Inc. in December 2007, just as the stock market was about to go into a “tailspin.”

She has a strong background in Information Technology and an associate degree in Computer Science. She has earned securities licenses, which allow her to discuss securities and make trades on behalf of the clients of G&A.

Brenda and her husband are parents to four children and Brenda is an active minister at Madison Pentecostal Assembly. She enjoys spending time with her family.

Googins and Anton is a Madison area investment management company.

We have over 50 years of combined financial advice and management experience.