My Mission

"It is the goal of my office to work in partnership with quality people who care about their Faith, Family, Fitness, Finances, and Future. Together we identify and implement our client’s goals by aligning their actions with their values."             

-Gene LaRock


Creating Financial Plans for Your Business and Family

For many business owners and busy professionals, there’s little time left after career and family to deal with personal finances. Unfortunately, being too busy can be costly.

Perhaps you’ve saved some money, bought some life insurance or invested in the market.  But have you taken the time to examine your current financial situation to ensure that you are on track to meet your long-term financial goals?

That’s where I can help. Whether you are concerned about your own financial situation or that of your family or your business, I can help you identify your financial planning needs, and then address those needs by blending a wide range of insurance and investment products.

An Expert in Special Needs Planning

Gene LaRock, a member of Northwestern Mutual’s Special Steps program, is passionate about assisting families with special needs. Gene is experienced in special needs planning including navigating third-party benefits and the legal issues involved in planning for a dependent with special needs.

As a parent of a child with special needs, Gene is also intimately aware of the financial and emotional challenges families face while navigating challenging times and processes.

Gene understands the importance of balancing the complex needs and goals of a family – from retirement to education funding along with the needs of a loved one with special needs. Call Gene to learn more about how Northwestern Mutual's Special Steps Program can help guide you through the process to secure a future of financial security for every member of your family today.

Another great resource is the Special Needs Alliance.  It is a national, non-profit organization and can be found on the web at 

Call Gene at  800-831-8185 or email Gene today to discuss special needs planning for you and your loved one.



Planning for Business Owners 

As a business owner, you understand risk. It’s there to greet you first thing in the morning and never rests even on those rare occasions when you do. There are risks, however, that you don’t need to manage on your own. For over twenty years Gene has used tax favorable strategies to help business owners, particularly those in the contracting industry, deal with issues like succession and retirement planning, employee benefits and personal wealth accumulation strategies.  

Call Gene at  800-831-8185 or email Gene today to discuss the financial ideas and strategies appropriate for you and your business. 




Gene A LaRock, CLU®, ChFC®, RICP®

Wealth Management Advisor

  • Office 715-839-9692
  • Fax 715-835-0168

Largest Dividend Payout In Company History

In 2019, we expect the largest dividend payout for life and disability income insurance policyowners in company history. Read more.

Retirement And Taxes: How To Maximize Your Savings

Not all retirement savings vehicles are taxed the same way. Read more.

A Guide To Your Finances In Your 40s

With your 40s comes competing money goals. Here’s how to manage them. See how.


To learn more about Northwestern Mutual Investment Services, LLC and its financial representatives, visit: FINRA BrokerCheck