Zach Morley, RICP - Financial Advisor

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Fitchburg, WI
Zach Morley, RICP - Financial Advisor

Helping clients prepare for a more secure retirement with efficient use of their available dollars. Securities offered through The O.N. Before investing.

Equity Sales Company, Member FINRA/SIPC, One Financial Way, Cincinnati, OH 45242 513.794.6794. Investment Advisory Services offered through O.N. Investment Management Company. Registered products (including variable annuities) are sold only by prospectuses, which can be obtained through your registered representative. investors should read and consider carefully the product and any underlying fund

prospectuses, which contain more complete information about investment strategies, fees, charges, risk factors and other factors that may apply. As with any investment, investing in variable portfolios involves risk, including possible loss of principal. Past performance is no guarantee of future results. Insurance and annuity product guarantees are based on the claims-paying ability of the issuing insurance company. Insurance and annuity products issued by The Ohio National Life Insurance Company and Ohio National Life Assurance Corporation. Product, product features and rider availability vary by state. Issuers not licensed to conduct business and products not distributed in NY. Insurance licensed in WI, MO. Securities licensed in WI, NE.

04/06/2026

Watching the women's NCAA National Championship game yesterday with my daughters, I couldn’t help but think about how much their love for basketball has grown over the past few years.

The reason for that? UCLA Bruins women's basketball.

And honestly—it’s a little more personal for us. They’ve fallen in love with UCLA in part because of my connection to the program—I had the opportunity to be teammates with Lauren and Sienna Betts’ dad, Andy, for a season in Ukraine. That connection has made it real for them. It’s not just watching a team—it’s feeling connected to the people behind it.

What started as just watching games has turned into real inspiration—talking about players, mimicking moves in the driveway, and dreaming a little bigger about what’s possible.

So, congratulations to UCLA on an incredible championship run. More than just winning a title, you’re shaping how young girls across the country see the game—and themselves.

That impact goes far beyond the scoreboard.

Grateful for role models who are helping grow the game the right way.

02/09/2026

Driving home after a couple tough games for my son’s team that I coach, we had a long conversation about why I coach the way I do.

As a 12-year-old, he was frustrated.
In his mind, winning now is the whole point of playing games.
And honestly—I get that. Winning matters. Competing matters.

But I tried to explain that my focus isn’t just on the next game. It’s on who these kids can become as players over the next several years.

It would be much easier to coach for “win now.”
Shorten the rotation.
Run a few set plays.
Put the ball in the same hands every possession.

Instead, we’re running an offense designed to teach decision-making.
Spacing.
Reading the defense.
Making mistakes and learning from them.

That approach is harder—for the kids and for me.

There are moments in every practice and game where what I see, and what they see, don’t line up at all. I have years of playing and coaching experience that allow me to see the game differently. My real job isn’t to control every possession—it’s to help them understand why certain decisions matter and how to think the game over time.

That drive home hit me because this is the exact same mindset I bring to retirement income planning.

Many people understandably want to focus on:
“How much can I make right now?”
“What’s the best return this year?”
“What’s the fastest path to the finish line?”

That’s the financial version of coaching to win the next game.
But long-term retirement success isn’t built that way.

It’s built by:
• Teaching people how their income actually works
• Designing plans that hold up when things don’t go perfectly
• Avoiding strategies that look great short-term but create problems later
• Focusing on decisions, not just outcomes

Just like basketball, it’s easier to chase quick wins.
And just like basketball, that approach often comes at the expense of the bigger picture.

The hardest part—whether coaching kids or guiding families—is having the patience to prioritize long-term development over short-term results.

Because the goal isn’t to win one game.

And it’s not to win one market cycle.

It’s to build something that lasts.

11/17/2025

Took my kids to the Wisconsin Women’s Basketball game yesterday afternoon, and I’m not sure who enjoyed it more—me or my daughters.

What really stood out was watching the game through their eyes. The excitement. The questions. The “Dad, do you think I could play out there someday?” moments. There’s something powerful about letting kids see what’s possible and watching them envision themselves on that court someday.

And here’s the part more people should know:
These games are a fun family experience—and surprisingly affordable. If you’re looking for a fun, energetic, and inspiring event for your kids, a Wisconsin women’s game delivers.

Representation matters. Environments matter. And sometimes all it takes is sitting in the stands to open up a whole new dream for a child.

Grateful for a great day, a great game, and for the inspiration these athletes gave my daughters.

Go Badgers! 👐❤️

11/07/2025

When’s the best time to start planning for retirement?

It’s the same answer as when’s the best time to plant a tree — 20 years ago.

The second-best time? Today.

Too often, people wait for the “right time” — when income is higher, kids are older, or life feels a little less busy. The truth is, small, consistent steps taken now can have a massive impact down the road.

A 1% increase in savings… a small shift in how you allocate assets… even setting clear goals for what you want retirement to look like — those seemingly minor changes compound over time.

Retirement planning isn’t about predicting the future perfectly — it’s about positioning yourself to have options when you get there.

Start small. Start now. Future you will thank you.

11/03/2025

It’s that time of year again — college basketball is back in Madison! 🏀

Every year when the Badgers tip off, I can’t help but think back to my playing days… and then I see an old photo like this and realize two things:
1️⃣ We put in a lot of work behind the scenes.
2️⃣ My hair clearly put in even more. 💇‍♂️😅

Most fans only see the games — the dunks, the wins, the energy at the Kohl Center. What they don’t see are the early morning practices, film sessions, weight room battles, and endless preparation it takes to make it all come together.

Financial planning is kind of the same. Everyone wants the highlight moments — the retirement, the freedom, the confidence — but the real success happens in the unseen hours of planning, adjusting, and staying disciplined.

Whether it’s basketball or building your financial future, what you do behind the scenes determines how you perform when it counts.

Go Badgers! 🦡❤️

08/11/2025

🎯 The 5-Part Checklist for Purpose-Driven Financial Planning

A strong financial plan isn’t just about investments—it’s about clarity, confidence, and control.

Here are 5 key steps I walk my clients through:

1️⃣ Know Your Why – Define your goals (retirement age, lifestyle, legacy) so your plan has purpose.

2️⃣ Track the Cash Flow – Are you saving with intention or just what’s left over?

3️⃣ Protect the Foundation – Safeguard your income, family, business, and assets.

4️⃣ Make Taxes Work for You – Use strategies like Roth, HSA, business deductions, and exit planning.

5️⃣ Measure & Adjust – Review and optimize regularly to stay on track.

07/24/2025

Great company, great music, and a perfect summer evening in the heart of Madison.

07/23/2025

Purpose > Products

My approach to financial planning is simple:

Start with a purpose.

Build around what matters.

Then use the right tools to make it real.

No cookie-cutter portfolios.

No hype.

Just smart, intentional planning that builds clarity and confidence.

If that sounds like a breath of fresh air, let’s connect.

Always happy to share ideas or point you in the right direction.

07/21/2025

Why Saving Isn’t the Same as Planning

A lot of people assume that if they’re saving money, they’re planning for retirement.

But saving ≠ planning.

✅ Saving is putting money aside.
✅ Planning is knowing how much, why, where, and what happens if things change.

True retirement planning connects the dots between:

- Cash flow

- Protection

- Taxes

- Timing

It gives you the confidence to not just retire, but retire on purpose.

If you're not sure whether you're truly planning or just saving, I'm happy to show you what that looks like.

06/16/2025

Think financial advisors are just for the super wealthy? 🤔 Let’s bust that myth—and a few others.

Here are 3 common misconceptions I hear all the time:

🔹 “Financial advisors are only for people who already have money.”
➡️ Truth: The right advisor helps you build wealth, not just manage it. Many of my clients are parents balancing careers, kids, college savings, and retirement goals.

🔹 “I can just do it myself with an app or Google.”
➡️ Truth: You might be able to DIY—but that doesn’t mean it’s efficient or optimized. Tax strategies, risk management, retirement income, and long-term planning require more than just guesswork.

🔹 “Advisors only focus on investments.”
➡️ Truth: A well-rounded advisor helps you make smarter decisions with all areas of your money—investments, insurance, college planning, and retirement income.

✨ The real value? Confidence, clarity, and time back in your life.

If you’ve ever had questions about working with an advisor, I’d love to chat. It’s not about selling—it’s about helping you make better decisions with your money.

👇 Drop a comment or send me a message anytime!

06/11/2025

The goal of retirement planning isn’t just to stop working — it’s to have the freedom to live life on your terms, without financial worry.

Address

2923 Marketplace Drive Suite 210
Fitchburg, WI
53719

Website

http://www.wisconsinfinancial.com/

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