Your Midwest Financial Group Team

Your Midwest Financial Group Team

Your 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.  Our team consists of 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® • CERTIFIED FINANCIAL PLANNER™ professional • Financial Planner • President • Chief Executive Officer

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.


  • 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)
  • 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. 
  • 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.
  • January 2020, Matt was recognized as one of the Greater Madison area 40 Under 40 by In Business Magazine.
  • June 2020, Matt was named to the InvestmentNews 40 Under 40 list.  The annual list recognizes individuals under 40 who have demonstrated leadership, dedicated time to philanthrophic efforts, and contributed to the financial planning industry. 

View all awards, accolades, and disclosures.

Brandon Masbruch

Certified Financial Fiduciary® • CERTIFIED PLAN FIDUCIARY ADVISOR • Financial Planner • Vice-President • Chief Investment Officer

When I was in the Army, I was tasked with developing training strategies for new medics and better procedures for rapid mission deployment. I think financial planning should be just as strategic, but it doesn’t have to be scary or confusing.

Midwest Financial Group is the perfect name for our firm. This region of our country is known for its common sense and for helping our neighbors. Growing up in Darlington, Wisconsin, my parents taught me to understand and practice these core values.

Consultation, collaboration, and commitment are the outline for my approach. I focus on the personal concerns of each client and construct flexible plans that can grow or change with each “project”. Whether it’s about savings, wealth management, risk management, or just a request for a second opinion, my mantra during the process is “We’re in this together.” I want my clients to feel secure when they think about their future.

I began my college education at UW-Platteville and, with the help of the Army, received a bachelor’s degree in business from Kaplan University.  I completed my master's in finance—with an emphasis on financial planning—from Purdue University Global.  Receiving the 2018 NAIFA-WI 4 under 40 Award was a day to remember.

I feel fortunate to have found a work/life balance with my wife, Shelly, and our three daughters. As a family, we like to explore different areas of Wisconsin. When the girls are a bit older, we will stretch our legs and expand our travels throughout the country.  We are enthusiastic football and baseball fans, and I manage to get in a fishing trip to Canada each year.  I am also honored to serve as chief of Belmont EMS and as a lieutenant for Belmont Fire.

View all awards, accolades, and disclosures.

Eric Iwanski

Certified Financial Fiduciary® • Financial Planner

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 enjoy spending time with my family and exercising. I have two children, Sam and Ruby, who are my life. We live
in Sun Prairie as well as “Maya,” our lovable dog.

Curt Arnold

Certified Financial Fiduciary® • CERTIFIED PLAN FIDUCIARY ADVISOR • Financial Planner

I began my professional career chasing down coaches for an interview as a Television Sports Anchor/Reporter. Now clients trust me to be their “Financial Quarterback.”

I work with clients to understand what is important to them. They work hard their entire lives so that one day they don’t have to. I work with clients to understand how to save, where to save, and how much to save to try to accomplish their desired goals.

I enjoy spending time with clients to truly understand their entire financial picture. For some it’s a puzzle, that is causing concern due to uncertainty. Taking clients through our custom written financial planning process is very rewarding. I help to simplify potentially complex financial questions that keep them up at night.

Clients come to me at different stages in their life. Some are just starting a family and need assistance getting started.  Some are in their peak saving years and need guidance understanding how to maximize savings in a tax-efficient manner.  Some are preparing to retire and need help transitioning from accumulating to distribution. Others may be preparing to transfer assets to beneficiaries and need direction on how to properly create a legacy plan.

No matter what stage my clients are in, each needs a customized written financial plan that looks at the big picture and gives them the steps to take to accomplish those goals.

As a former television reporter, you will now see me creating videos online teaching on various financial subjects. I am married to Sabrina (a former TV news anchor) and have two daughters. Away from business, we foster dogs for a local rescue. I enjoy exercising and traveling with family.

Scott Wieland

Benefits Specialist

I have spent the past 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 more than 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 more than 40 companies build their benefits programs in the past 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!

Steve Stewart

Insurance Specialist

I enjoy helping people understand their Healthcare coverage options. Whether it is someone who needs individual coverage or is beginning their Medicare journey, I like to assist with informing and educating people on what is available and how it will work for them.

I have been in the sales field for over 20 years selling different products and having the opportunity to meet new people and develop new relationships. In building those relationships, I would often have conversations with my clients about what is going on in their lives. Some of these conversations were about retiring and beginning Medicare. Because of these conversations and helping my parents with trying to figure out their Medicare plans, I decided to change my career path and became a Licensed Healthcare agent.

At Midwest Financial Group, I assist people with their Healthcare needs by first discussing what they are looking for and helping to have them understand the options and coverages that are available. With individuals entering Medicare my focus is to help individuals understand what is covered by Original Medicare and then how Medicare plans from insurance companies work with Original Medicare. For people not eligible for Medicare, I help people navigate the Healthcare Marketplace or enroll with a Healthcare Insurance carrier that will meet their needs and budget.

I grew up in Waunakee, WI and joined the Army after high school. I was stationed in Germany for a year and a half and enjoyed being able to travel to different countries in Europe and downhill ski in the Alps. I was blessed in my first marriage with two daughters and I recently remarried to my lovely wife Joan. Together we now have seven kids with their spouses and five grandchildren. We are looking forward to another grandchild in October 2020. Joan and I enjoy playing golf, bike riding on the state trails and traveling with friends and family.

Jacqueline Frazee

Business Manager • Chief Operating Officer

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!!

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 more than 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, a registered financial assistant for Midwest Financial Group in Madison. I have worked in the financial investment services field for more than 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 are 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!

Benjamin Eidenschink


My name is Benjamin Eidenschink, and I am a paraplanner at Midwest Financial Group. I recently graduated from the Wisconsin School of Business at the University of Wisconsin-Madison in the spring of 2020. I earned two bachelor’s degrees at the University – one in Finance, Investments, and Banking as well as another in Risk Management and Insurance. I also competed for the Men’s Cross Country and Track and Field teams at the University. My teammates and I won three Big Ten Championships and brought home Wisconsin’s 50th Big Ten Cross Country Championship. My last season as a badger was interrupted by COVID-19 but I am currently training for the U.S. Olympic Track and Field Trials.

I previously completed an internship with Midwest Financial Group in the summer of 2018 and formed a great relationship with the team. I am currently gaining a ton of experience in the financial services industry and learning more every day. My favorite part of Midwest is the closeness of the people working here and their commitment to helping clients.

I spend my free time baking sourdough bread and spending time with family and friends. Every year my family and I spend time planning a road trip to a national park. My favorite experience so far was hiking the Highline Trail at Glacier National Park.

Devon Thomas

Marketing Intern

My name is Devon Thomas, and I am a Marketing Intern at Midwest Financial Group. I attended the University of New Orleans and earned a bachelor’s degree in Marketing. I lived in The Big Easy for 5 years and fell in love with New Orleans culture! I love to travel and I also participated in the National Student Exchange and spent a year in Anchorage, Alaska. 

I previously completed an internship with the Walt Disney World Corporation in 2019 and learned so much about marketing, customer service, and branding. I am currently gaining so much great experience in social media marketing and graphic design here at MFG. The best part of working at MFG is the friendly atmosphere and great people!

In my spare time, I love to bake, cook, read, and playing with my dog, Peanut. My biggest hobby is traveling and I am currently planning a trip to Costa Rica!

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 clients' 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.