Midwest Financial Group Team

Midwest Financial Group Team

We are a financial and insurance services firm committed to helping people pursue and protect their financial goals and have been helping individuals, families, and business owners since 1991.

Every client is unique to us, so we believe it is our role to help you align your financial resources with the things in life that are most important to you. We have a team of 12 people, between financial planners, insurance agents, and helpful administrative staff, eager to help everyone. So, if you call, somebody is going to be able to help you with your account.

*click on picture for full bio.

Matthew Cuplin

Certified Financial Fiduciary® I Certified Financial Planner™ Financial Advisor I President I CEO

As advisors, I feel it is important to remember every day why we do what we do. My passion to work with individuals and families is deeply rooted in my own life experiences. I lost my mother to a decade-long battle with cancer in the spring of 2008 when she was only 52 years old. It was at that point I truly began to realize the importance of planning for your future and protecting your loved ones. Today, that loss serves as a source of motivation for me as I work with others.

I sincerely enjoy teaching and helping others understand their financial world by explaining it in terms they understand. By working together, we can help take away the stress associated with investing and finances by implementing a plan that is measurable, achievable, and laid out in a logical order.

Born and raised in Freeport, Illinois, I’m a proud graduate of Western Illinois University’s School of Business and earned a bachelor’s degree in marketing and master’s in sports business. I’ve continued to expand my education and expertise since entering the finance industry, obtaining my Certified Financial Planner™ certification in 2015.

When I am not working, I enjoy spending time with my family, traveling, exercising and running, and trying to catch as many sporting events and concerts as I can all across the Midwest! My wife, Lauren, and I live in Madison with our three daughters, Alyssa, Hannah, and Madelyn, as well as "Addy," our lovable Jack Russell terrier.


  • In March 2016, Matt was recognized as one of the Top 4 Under 40 Advisors in the state of Wisconsin by his industry and their association, NAIFA (National Association for Insurance and Financial Advisors)
  • In September 2017, Matt was named the recipient of another accolade, this time Advisor Today magazine’s “Four Under Forty Award,” given annually to only four outstanding advisors across the entire United States who achieve excellence in their profession by or before the age of 40.** 
  • In September 2019, Matt was recognized by Forbes as one of its Best-in-State Next-Generation Wealth Advisors, as well as became a featured author and contributor to its online article series, Forbes Councils.

View all awards, accolades and disclosures.

Brandon Masbruch

CPFA, NSSA® - Certified Financial Fiduciary® I Financial Advisor Vice-President I CIO

I was raised in Darlington, the son of a nurse and carpenter. I learned at an early age the value of hard work and putting others first. I spent several years working in ambulances and emergency rooms as well as on a shock trauma team for the U.S. Army. Following the completion of my business degree, I worked in the insurance industry prior to joining Midwest Financial Group.

I have always prided myself on putting the needs and goals of the patients and clients that I have worked with first. Flexibility and recognition of your needs allow me to ensure that I put your interests first, and will allow our interactions to take place on your terms. We have gone through a time in this country that has made people aware of the need to plan for the future, while still taking care of the needs of today. Together, we will build a plan that helps to take care of your todays and prepares for your tomorrows.

My free time is spent split between serving as the director of EMS for the Belmont Ambulance Service, training officer of the Belmont Fire Department, and with my family.  My wife, Shelly, and I are blessed with three girls, Julia, Brynn, and Saige, who keep us on our toes at all times.

Eric Iwanski

Certified Financial Fiduciary®/Advisor

I've been in the service business my whole life. From mowing lawns, the grocery business, retail banking and now helping people plan for today and the future. I’ve always found satisfaction in helping people achieve their goals.

I enjoy helping everyone understand their financial situation and explaining it in plain English. Working together to implement a plan and keeping the course will allow you to feel at ease with your finances and allow you to enjoy the more wonderful things life has to offer.

I’m also am part of the DeForest Area Chamber of Commerce, where I’m on several committees and am currently the president. I enjoy volunteering with the chamber at many of its events. I have two children, Sam and Ruby, who are my life.

Curt Arnold

Certified Financial Fiduciary®

I am passionate about working with small business owners. Whether its establishing a new benefit for their company to allow employees to save for retirement; creating a buy/sell agreement that governs a situation if a co-owner dies or is otherwise forced to or chooses to leave the business; or giving guidance for identifying and developing new leaders who can replace old leaders when they leave, retire or die.

With individual investors, I believe it’s important to invest my time to understand what you’re working toward before you invest your money. It's also important to understand the level of risk you're comfortable accepting when investing so we can balance it with the steps necessary to reach your long-term goals.

Whether you're planning for retirement, saving for college for children or grandchildren, or just trying to protect the financial future of the ones you care for the most, we can work together to develop specific strategies to help you achieve your goals.

For the last 18 years, I have become a valuable resource to my business owner clients. I have helped business owners find new customers and grow in the Advertising, Marketing, and Social Media industries. In the Banking/Financial Services industry, I worked alongside business owners to purchase businesses and buildings, upgrade equipment, improve cash flow, and improve financial efficiencies. In my role, I help business owners themselves save for retirement and eventually successfully transfer their business to the next generation. I provide education to their employees on various financial topics.

I work for Midwest Financial Group in Madison, WI. Midwest Financial is an independent firm associated with Commonwealth Financial Network. We utilize a team-based approach to help clients reach their unique goals.

April Wahl

Local Insurance Specialist — Life | Health, Medicare | Long-Term Care | Disability

My name is April Wahl, and I’m originally from the north coast redwood forest of California. My adventures in life started with my younger sister and my single military mom. I considered us lucky because the military would send us to live in really fun places like Guam! Although I missed my friends each time we moved someplace new, I always looked forward to the interesting people that I would meet and the new adventures that life would soon present. In 1998, I graduated from Humboldt State University in California with a degree in business finance and management and then headed out to the great Midwest for my next adventure. I landed in Madison, Wisconsin, that summer and the city captured my heart . . . I was here to stay!

Along my life’s journey, my mother ended up with a debilitating health diagnosis and on permanent disability. This set me on a path to realizing that our health is a valuable and precious commodity. Without her good health, my mom had lost her ability to earn an income for our family and thrive in life. I became very passionate about health and well-being in all areas … body, mind, and spirit.

Today, I get to apply my educational background and my passion for health and well-being toward serving others. My insurance sales career started in the world of health insurance and options for Medicare policies. I have always found it exciting to meet with clients who are starting their adventures in retirement. I enjoy the process of aligning my clients' values and goals with the right plan that will meet their needs and give them more security and peace of mind. The advent of the Affordable Care Act gave me the opportunity to serve even more. I enjoy helping clients in this arena find individual health care that meets their needs, so that they may enjoy more freedom in other aspects of their lives.

In addition, I can offer other insurance products customized for your specific concerns. These offerings include products such as life, disability, long-term care, and more.

With a secure insurance plan in place, one can enjoy more freedom and peace of mind. My wish for you is that you have a foundation secure enough to give you the freedom to really prosper.

In my spare time, I enjoy the simple things in life, such as being a Big Sister volunteer, hiking, cooking, reading, yoga, meditation, live music, providing a warm lap for my cats, and coffee with friends. And, I still have the wanderlust and passion for traveling to explore new destinations!

Scott Wieland

Benefits Specialist

I have spent the last 24 years working in the employee benefits field. After the first four years working for a third-party administrator for self-funded clients in Dubuque, I moved to Madison in 1999 to work in sales for a local HMO. Since 2001, I have been working as an employee benefits specialist in the Madison area. My clients will tell you that my passion for helping them is what separates me from other benefit agents. I love my job and that is reflected in the energy I bring. I believe I fight harder for every dollar of my clients’ money than anyone else.

I continually stay informed about the changes that are occurring with the health care benefits areas. Many changes occurred with the ACA reform, but there continues to be changes to that law and a continual threat that it could be completely overhauled again. I stay informed through my resources to make sure I understand what has happened and what could happen in the future.

My group clients range from 2 employees to more than 100. I have worked with clients with over 1,000 employees, but find that many employers with less than 50 employees are often not provided the appropriate attention they deserve by the “big” agencies. I believe they deserve the same education and attention that larger employers get, so the 2-to-50-employee companies have become a focus for me. In fact, one of the main niches that I have formed is helping start benefit programs for companies that previously did not provide them. I have helped over 40 companies build a benefits program in the last five years.

My clients also have access to some awesome human resource tools and live help that many smaller businesses do not currently get from their agents but find extremely valuable.

I grew up in Carroll, Iowa. I have heard all the jokes about Iowa :). I graduated with honors from Loras College in Dubuque, where I participated in football and was very active in theater, along with coaching three sports at a local junior high. In my spare time, I enjoy all sorts of sports (both watching and playing). I also run regularly and have completed eight runs of 20 miles or longer. I have been around theater all my life and have acted in more than 30 shows. And, never met a karaoke machine I didn’t like!

Jacqueline Frazee

Business Manager/COO

I’m Jackie Frazee, business manager for Midwest Financial Group. I have worked for more than a decade in the financial services industry in customer relations. I was raised in a suburb of Chicago and graduated from the University of Wisconsin—Madison with a degree in psychology and a focus in accounting and business.

Having always worked in the customer service fields, my passion for client satisfaction and hard work has thrived. I continued to expand my knowledge of the financial industry and obtained my securities and insurance registrations. It’s become incredibly important to me to work with a client- and family-focused company. I was fortunate to come into the Midwest Financial family, where I can share my passion for client service and learn some best practices of advisors. Having the opportunity to work each day to bring smiles to our clients’ faces, while working closely with our advisors to help properly plan and protect our clients and their families’ financial future, is wonderful. It is important for me to personalize the planning process and develop long-lasting relationships for total wealth management.

I was blessed to be able to travel quite a bit through my teen years across the country and abroad. One of the most inspirational trips I took was to Ireland, where I was able to spend time with relatives and learn about the country’s and my family’s history. My free time now is spent with my husband, family, and friends. We enjoy cheering for the Wisconsin Badgers, cooking, and volunteering in our community. I look forward to working with you and your family!!

Kristen Salewski

CMP, Vice-President of Marketing

Having over two decades working in the financial services, insurance, and marketing and advertising industry, it's no surprise that I'm able to wear many hats.  Being part of the Midwest Financial Group team, I'm your go-to person for anything marketing & advertising related.  I develop and implement all marketing/advertising campaigns, design and maintain the website and all social media accounts, and I look forward to seeing you at the education and appreciation events that I plan.

I received my Bachelor of Business Administration degree in management, with an emphasis in entrepreneurism, from the University of Wisconsin—Eau Claire.  That's where my love for cheese curds started (UWEC). Mmm...cheese curds!

I'm a member of the Meeting Professional International Wisconsin Chapter and a Certified Meeting Professional. I've served on the chapter’s board as chapter director and vice president of membership. MPI-WI awarded me the Rising Star award in 2014 and I have been nominated for Planner of the Year in 2015 and 2016.

In my free time, I love nothing else but spending time with my family and friends.

Ryan Lee

Office Manager/Financial Assistant

I’m Ryan Lee, the office manager at Midwest Financial Group in Madison. Having worked in customer service for over 20 years and in the financial industry for seven, I can truly say that I love working with and understand what’s necessary to help people. I enjoy bringing this experience and applying it to my position at Midwest Financial Group, where I can continue to challenge myself and grow within the organization.

My free time is spent with the most important part of my life, my family: my wife, Heather; our daughters, Olivia and Adilynn; and our cocker spaniel, Leighla. I love to be adventurous in the kitchen by always trying new recipes and new foods. I’ll also never pass up a chance to see a movie at the theater or finding something new to do in our community.

Kathy Thomas

Registered Financial Assistant

Hello, I’m Kathy Thomas, registered financial assistant for Midwest Financial Group in Madison. I have worked in the financial investment services field for over 11 years. I grew up in Marlton, New Jersey, just outside of Philadelphia, Pennsylvania. I graduated from Kean University in Union, New Jersey, and received my bachelor’s degree in computer science with an emphasis in business. We moved to Wisconsin in 1988 and became loyal Packers fans. To further expand my financial education, I attained both my securities registrations and my insurance licenses and have been licensed since 2012.

I enjoy working with clients, and customer service is one of the most important aspects for me when helping clients. Client satisfaction and building close relationships is my ultimate goal. I support and assist several of the financial advisors here to ensure clients have a complete financial experience. I also believe in a team approach for achieving clients’ financial goals, and at Midwest Financial Group that concept is truly believed in and practiced here.

Spending family time with my husband, Glenn; our three children, Devon, Kyle, Connor; and our rescue dog, Peanut, is a priority.  We like traveling to different states each year for new adventures.  We especially like to travel out east to visit extended family. We often visit the shores of Cape Cod, Massachusetts, and Long Beach Island, New Jersey, to soak up the sun and sand while watching the beautiful sunsets.               

Janice Hites

Insurance & Benefits Assistant

As a Wisconsin Life and A&H licensed agent, I assist in the insurance and benefits area of Midwest Financial Group in Madison. With the exception of a couple of years, I’ve lived in Monona since college. My educational background is in music education, and I was a music director at various churches for several decades while holding full-time day jobs. 

For many years, I taught pre-licensing and continuing education insurance classes for Wisconsin and Minnesota residents. I also evaluated and trained other trainers and wrote materials in several other states. When I was teaching soon-to-be insurance agents, I always tried to teach my students the difficult-to-comprehend legal concepts in simple language they could understand. Then they would be able to do the same for their future clients. It was also at this early stage in their careers that it was important for me to impact their work ethic and stress the need to put their clients first.

It has been a pleasure to find that philosophy here at Midwest Financial Group! The needs and goals of our clients are our first priority. 

I’m a big Wisconsin sports fan, especially the Badgers! In my former life, I managed the Arthur Murray Dance Studio, so I like to watch Dancing with the Stars. I enjoy a variety of kinds of music, especially classical and Broadway, and I have one cat, named Miles Parker!

Lori Denoyer

Receptionist/Administrative Assistant

Hello! My name is Lori Denoyer. As the receptionist for Midwest Financial Group, it is my pleasure to be the first person you speak to when calling and the first person to greet you when you visit our Madison office. I come to the financial service industry after 20+ years of working with nonprofits. Before that, I was a dental assistant for many years. I am originally from Traverse City, Michigan, and came to Wisconsin in 1991. I live with my husband and our dog, Divot, in DeForest. I am excited to be a part of the Midwest Financial family and can’t wait to meet you!

Mark Miehe

Founding Member


I’m Mark Miehe, founder of Midwest Financial Group. I grew up on a dairy farm in southwestern Wisconsin, where I learned about hard work and being committed to doing things right. I graduated with honors from the University of Wisconsin, where I competed on the university’s track and cross-country teams.

I worked in the financial services industry for nearly three decades and formed Midwest Financial Group, Inc., an independent financial planning firm, in 1997. During my years as an advisor, I found that people are looking for a trustworthy source for information and guidance. As an independent firm, Midwest Financial Group has always been able to objectively analyze one’s situation and provide sound recommendations. The firm wants to know “what’s most important to you” and then help you align your financial resources with your personal values and goals. 

Nearly every free moment I spend with my wife, Krisann. We enjoy traveling, biking, attending UW sporting events together, and I still run to stay fit. The biggest joy in our lives, however, is our family. Our son Scott is a pilot. He and his wife, Lacey, live in the Appleton area and have the task of keeping tabs on our granddaughters, Peyton and Sawyer. Our daughter, Leslie, has a successful career in the Twin Cities area and lives in Maple Grove, Minnesota.

We value the ability to recognize and be thankful for life’s many blessings. That is key to having a happy and healthy life.

Krisann Miehe

Founding Member


I grew up in Janesville, Wisconsin, and was born into the insurance and securities business. My father, James Shaw, was a nationally recognized financial professional. He trained me and taught me the value of always putting my client's needs first. I worked in the financial services industry for nearly 30 years and loved it from the beginning.

Mark and I have a son, Scott, who is married to Lacey. They are parents to our grandchildren, Peyton and Sawyer Rose. Scott is a pilot and Lacey was formerly a vet tech, but is now preparing for the arrival of their third child. Our daughter, Leslie, lives and works in the Minneapolis area. Just like our clients, family comes first in our lives and we are very fortunate our immediate family is happy and healthy.