LPL Adds $750M-Asset Waznik Heike Group, Formerly With Osaic
A team of 11 financial advisers from Waznik Heike Group have joined LPL Financial’s broker-dealer, registered investment adviser, and custodial platforms. They reported serving approximately $750 million in advisory, brokerage, and retirement plan assets and join LPL from Osaic.
Headquartered in Menomonie, Wis., with additional offices in Durand, Superior, Eau Claire and Rice Lake, the firm is led by partners Brad Waznik and John Heike, CFP, ChFC, CLU, CASL, CAP, RICP, who worked together for years before teaming back up in 2024 to form their own practice. Together, the team said they take a strategic, personalized, and proactive approach to wealth management using experienced advice and tailored strategies to help guide their clients toward a more secure fiscal future.
“My favorite part of this job is connecting with our clients in a meaningful and purposeful way,” Heike said. “Many of our clients are nearing or in retirement, and they have questions about how to be financially responsible while making the most of their golden years. It’s our role to help them answer their questions, make decisions, and help take that stress off their shoulders.”
Looking to enhance their offerings and provide an elevated client experience, the Waznik Heike Group team, which includes Gene Larock, Steve Helling, Kyle Thorpe, Jon Storing, Tyler Schroyer, ChFC, Coltin Brehm, Jerry Hagman, Bryan LaVoy and Sam Ferch, along with their support staff, turned to LPL.
“We were looking for a partner that was committed to helping us provide a next-level client experience, and we found that partner with LPL,” Waznik said. “From their robust and integrated technology to their back-office support, LPL is committed to helping us serve our clients better. Plus, LPL is self-clearing, which is a bonus. LPL is a leader in this industry, and we are confident that this partnership is the right choice for our business and our clients.”
Scott Posner, LPL managing director, business development, said, “We welcome Brad, John, and their team to the LPL community. Just as the Waznik Heike Group walks in lockstep with their clients to help them build lasting financial confidence, we are committed to helping our advisers differentiate themselves and enhance their client experience. We look forward to supporting the Waznik Heike Group for years to come.”
Last week, LPL’s research team released a midyear outlook report. Forecasting that economic and policy uncertainties will persist in the second half of 2025, the team recommends that portfolios should strike a balance between risk management and seizing emerging opportunities. “Diversifying across asset classes, regions, and alternatives can help enhance resilience,” according to the company stating that market volatility may present timely chances to add equity exposure at more favorable valuations.
Last month, LPL announced two distinct rounds of layoffs impacting a total of 152 employees, signaling a period of organizational restructuring. The cuts include 70 positions at LPL’s main San Diego offices, set to begin Aug. 22, and an additional 82 jobs at Atria Wealth Solutions, a firm that LPL acquired last year. The latter’s layoffs began on July 4. The affected roles at LPL are largely concentrated at senior and management levels, including 25 types of vice presidents and at least seven other manager titles. Other impacted job categories span marketing, engineering, and customer service.
As of May 31, 2025, LPL supported more than 29,000 financial advisers. Total advisory and brokerage assets were $1.85 trillion, an increase of $66.6 billion, or 3.7%, compared to the end of April 2025.
Click here to visit the AltsWire directory page.
