Our Core Beliefs

Tyson Ray co-founded FORM Wealth Advisors in 2001 with Luke Kuchenberg, his business partner. Located in Lake Geneva, WI, the team serves clients and their families across the country by providing comprehensive guidance in a fiduciary capacity.

Financial advice is about making life better.

FORM stands for Family, Occupation, Recreation and Mission. These priorities are crucial to one’s personal fulfillment, and the FORM name is a constant reminder of the significance of our role not just as financial experts, but as advocates for your goals.

The power of relationships.

We are acutely aware of both the importance of family relationships and the potential impact of the advisory relationship. We strive to be your single point of contact to help you create or develop, through disciplined practice, the state of being content.

Guidance, not products.

FORM Wealth Advisors is an independent practice, which we’ve built to deliver holistic guidance, not to sell products. Our independence enables us to focus on the plans and strategies that are in the best interest of each individual client.

Service and accountability.

We operate where personal ethics meets technical sophistication. We stand behind our advice, we follow through on our recommendations and we are resourceful enough to seek out the right strategy for every unique set of circumstances.

Optimism grounded in honesty.

We are optimistic about the potential to make life better for each client, yet we are perfectly honest about the steps needed to make that happen. We have faith in what’s possible, yet we’re skeptical about short-term promises and we’re realistic about the future.

Lifelong value.

Our vision has always extended to the long term, and that’s how we create value for our clients as well – we’re in it for the long haul and we’re accountable to our clients at every step. We believe this commitment is what has led us to lifelong client relationships that span multiple generations.

Our Team

Luke Kuchenberg

Luke Kuchenberg  CFP®, CPWA®

FORM | Founding Partner, Senior Wealth Advisor

Tyson Ray

Tyson Ray  CFP®, CExP®, CIMA®

FORM | CEO, Founding Partner, Senior Wealth Advisor

Christine Hayward

Christine Hayward  MBA, CIS

FORM | Partner, Wealth Advisor – Middleton

Rick  Elsen

Rick Elsen CFP®, CEP®

FORM | Senior Wealth Advisor - Kenosha

Kevin Paluch

Kevin Paluch

FORM | COO, Associate

Kim Cochenour

Kim Cochenour

FORM | Chief of Staff, Branch Associate

DeAnna Miller

DeAnna Miller  AWMA®

Senior Client Advisor

Ann Baer

Ann Baer

Senior Client Associate – Middleton

Jesse Schrock

Jesse Schrock

Client Advisor

Sarah Johnson

Sarah Johnson

Client Associate

Jeanne  Kretschmer

Jeanne Kretschmer

Client Services Manager - Kenosha

Deneen Krantz

Deneen Krantz

Branch Associate

Ashlyn  Aldrich

Ashlyn Aldrich

First Impressions & Marketing Associate

Rhonda Baior

Rhonda Baior

Branch Associate

JoDell Faraone

JoDell Faraone

Branch Associate - Kenosha

Becki Kuchenberg

Becki Kuchenberg

Public Relations Associate

Chelsea Matthews

Chelsea Matthews

FORM | Brand Manager, Branch Associate

Why Work with a CFP® Professional?

CFP® Professionals are held to some of the highest standards in the industry, including ongoing education requirements and a strict code of ethics with the following imperatives.

A CFP® professional must:

  • Act with honesty, integrity, competence, and diligence.

  • Exercise due care.

  • Maintain the confidentiality and protect the privacy of client information.

  • Act in the client’s best interests.

  • Avoid or disclose and manage conflicts of interest.

  • Act in a manner that reflects positively on the financial planning profession and CFP® certification.

CFP® Professionals are also uniquely qualified to carry out a disciplined 5-step planning process that helps ensure each client’s personal needs are met.

<b>Find out how we&#8217;ve incorporated this planning process into our <i>Life Plan</i> approach.</b>

Find out how we’ve incorporated this planning process into our Life Plan approach.