Why Midwest Financial Group?
Because we do MORE for you.
Choosing a financial services partner isn’t easy. That’s why we started Midwest Financial Group―a full-service, independent financial & tax planning firm headquartered in Madison, WI, and tailored to serve all your individual and small business needs.
When you work with us, you get experienced guides to keep you on course. As independent planners, our interests are aligned with yours. We help you find solutions that are aligned to your values―your hopes, dreams, goals, and all of the things that make you unique.
As independent planners, our interests are aligned with yours. We respect your wishes and opinions, and your goals, expectations, and risk tolerance drive every recommendation we make.
Our focus is solely on helping to ensure your financial & tax plans align with your objectives, delivering exceptional personal service every step of the way.
And we do it all. Whether you are looking for help with individual financial planning, investments, retirement planning, tax planning, accounting services, a Medicare or individual health plan―or even small business services such as accounting, benefits administration, as well as Virtual CFO Solutions ―we have specialists in each area who are eager to help save you the time, energy, hassle, and expense of managing these components separately.
Local & National Recognition
We’re honored by the recognition Midwest Financial Group has garnered both locally and nationally, across platforms like TV, online, and social media. Beyond mentions in local papers and accolades from professional organizations, we’ve had the privilege of sharing our insight at events nationwide. Our work has also been highlighted in respected publications like Forbes. We deeply value the support and recognition from these organizations and are grateful for their acknowledgment of our team’s dedication!
YouTube - Midwest Financial Group's channel offers professional insights on financial planning, retirement strategies, and employee benefits, helping individuals secure their financial future.
NBC 15 & Madison Mini Marathon - NBC15, a local TV station in Madison, has featured Matt Cuplin in a New Year's Resolution segment in 2021. Midwest Financial Group was also featured as the title sponsor of the Madison Mini Marathon in 2024, highlighting their commitment to community involvement and financial services.
CBS 3 & Channel 3000 - Midwest Financial Group has been featured in local segments like "Buzzed Into the Midwest Money Minute," since 2021, showcasing our commitment to financial insights and community engagement. This segment highlights their role in supporting local events and financial literacy in the Madison area.
ESPN Madison - Midwest Financial Group has been featured as a supporter of local events, including sponsorships like the Madison Mini Marathon in 2024.
Fox 47 - A Fox-affiliated station in Madison, Wisconsin. In 2024, Midwest Financial Group launched their "Money Cents" segments, offering professional financial advice to help viewers achieve their financial goals.
Forbes Top Next-Gen Wealth Advisor 2019 & 2021 - 2021 Forbes "Best Next-Generation Wealth Advisors.Presented in Sept 2021 based on data gathered from March 2020 to March 2021. 3,389 Advisors were considered, 500 Advisors were recognized. Not indicative of advisor’s future performance. Your experience may vary. Click here for more award information.
Princeton Club - In 2019, Matt Cuplin was featured in the #ForABetterTomorrow series, emphasizing the connection between health, wellness, and financial success.
2023 IB Executive of the Year - Created by Greater Madison In Business Magazine, is awarded based on leadership, innovation and company success. It is not specific to financial services and does not imply an endorsement, recommendation, or reflect the performance of the advisor. Click here for more award information.
AsPioneer Magazine - In 2019, AsPioneer Magazine highlighted Matt Cuplin's rise from humble beginnings to becoming a leader in financial services. The article focuses on his client-first approach, transparency, and holistic financial planning.
US News - US News is a leading American media company providing rankings, advice, and analysis across various sectors, including personal finance. in 2021, Matt Cuplin, President of Midwest Financial Group, was featured as a CERTIFIED FINANCIAL PLANNER®, recognized for his holistic approach to financial planning and his leadership in the industry.
Mission Matters - Matt Cuplin was featured in Mission Matters in February 2023, where he discussed success planning and leadership strategies in conjunction with his co-authored book, Mission Matters: Business Leaders Edition.
Dane Buy Local - A nonprofit organization supporting local businesses in Dane County, Wisconsin. It encourages residents to shop locally to boost economic growth. Midwest Financial Group is a member, supporting the local economy and independent businesses in the Madison area.
Twitter/X & WIU - A social media post on X (formerly known as Twitter) was shared by the Western Illinois University Alumni Association in 2022, celebrating the achievements of alumni like Matt Cuplin. The post highlighted Cuplin's professional success as President and CEO of Midwest Financial Group, recognizing his leadership in financial services.
Midwest Financial Group has been seen on:
How Can We Help You Today?
Find out more about our full suite of services and schedule a free consultation today.
- Individual Financial & Investment Planning
- Individual Retirement and Income Planning
- Individual and Business Tax Preparation and Accounting
- Medicare and Individual Health Plans
- Corporate Group Employee Benefits
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Hear From Our Clients
Sam Miller
Client
It has been a pleasure working with Eric and Midwest Financial Group. Eric and I connected at a golf networking event and we have been together since then. Eric is great to work with as he schedules regular check in meetings, provides investment recommendations and is always available or quick to respond when we have questions or additional needs. Looking forward to growing the relationship and investments in the years to come.
The statement was provided 4/16/25 by Sam Miller who is a client. This statement may not be representative of the experience of others and is not a guarantee of future performance or success. For additional reviews, search us wherever local businesses are reviewed.
Michael Wahl
Client
Working with Midwest Financial Group has been a game-changer for my retirement planning. From my very first meeting, many years ago, they took the time to understand my goals, concerns, and lifestyle. They didn’t just give me a cookie-cutter plan, they built a strategy tailored to my future. Now, I feel confident about where I’m headed financially, and I actually look forward to retirement instead of worrying about it. Their expertise,
transparency, and genuine care have made all the difference.
The statement was provided 4/23/25 by Mike Wahl who is a client. This statement may not be representative of the experience of others and is not a guarantee of future performance or success. For additional reviews, search us wherever local businesses are reviewed.
Michael Eith
Client
We have been with Midwest for over 25 years which that alone should say a great deal. Eric has assisted us planning: college finance for our children, legacy for grandchildren, retirement, will/trust and insurance needs. He has calmed us down when the world and finances have gone crazy. We trust his advice and are comfortable putting our money and future in his care and are able to retire a few years earlier than planned.
The statement was provided 5/2/25 by Michael Eith who is a client. This statement may not be representative of the experience of others and is not a guarantee of future performance or success. For additional reviews, search us wherever local businesses are reviewed.
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