• Learn About J.A. Counter

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    JA Counter was founded in New Richmond, Wisconsin in 1976 as an insurance agency, specializing in individual life, health, and disability insurance and employee benefit planning.



  • Find Your Personal Coverage

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    Whatever your goals, we can help you get there! We provide investment and insurance advice that is individually customized for each client. We will help you translate your dreams into a plan aligned with your goals and risk tolerance.

  • See Our Business Services

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    Our employee benefit specialists interact with your employees and insurance carriers on a daily basis - and they know how to get answers to questions with professionalism in a timely manner.


  • Receive Brokerage Support

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    You have the talent and the drive to succeed - and as a Registered Rep, you know the importance of finding exactly the right strategy to support your clients success. Deciding how to maneuver your practice deserves thoughtful planning and precision navigation.

Learn About J.A. Counter

Find Your Personal Coverage

See Our Business Services

Receive Brokerage Support

JA Counter was founded in New Richmond, Wisconsin in 1976 as an insurance agency, specializing in individual life, health, and disability insurance and employee benefit planning.



Whatever your goals, we can help you get there! We provide investment and insurance advice that is individually customized for each client. We will help you translate your dreams into a plan aligned with your goals and risk tolerance.

Our employee benefit specialists interact with your employees and insurance carriers on a daily basis - and they know how to get answers to questions with professionalism in a timely manner.


You have the talent and the drive to succeed - and as a Registered Rep, you know the importance of finding exactly the right strategy to support your clients success. Deciding how to maneuver your practice deserves thoughtful planning and precision navigation.

Amery High School Graduate, Chris Rinehart

Read Our News

$500 JA Counter Scholarship Award Winner Announced

Amery High School Graduate, Chris Rinehart, was awarded the $500 2014 JA Counter Scholarship by Linda Skoglund, owner/president. This scholarship is awarded annually to Read More

climate change

Check Out Our Events

Weathering the Business Climate Change

Attend the JA Counter annual HR boot camp, January 30th, 8:00 AM- 3:30 PM. Attendees will hear from a dynamic line up of climate Read More

Facts about the Affordable Health Care Act

Individual Mandate

There are several resources designed to help you. We encourage you to reach out to our benefits team at JA Counter to get customized help. Please call 800-334-9252 or 715-246-3811 for customized help and answers to your questions.

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