John Larsen, CFP®

Managing Director - Financial Advisor, Senior Portfolio Manager - Portfolio Focus

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John is a veteran wealth manager who has served both institutional investors and private clients for more than 35 years. He has a well-established reputation for helping individuals and families reach their financial goals. John leads a highly experienced and knowledgeable team who works with each client to develop strategies and personalized solutions to help accumulate, protect and transfer wealth.

John earned his bachelor’s degree in economics from the University of Wisconsin and currently holds the CERTIFIED FINANCIAL PLANNER™ (CFP®) certification. In addition, John has completed the Securities Industry and Financial Markets Association’s certification program at the University of Pennsylvania’s Wharton School. Since 1999, John has received annual recognition as a member of RBC Wealth Management Chairman’s Council, an honor accorded the top 150 of the firm’s financial advisors for attaining the highest level of excellence and productivity while maintaining a record of superior customer service. He has been named to the 2014, 2015, 2017, 2019 and 2020 Barron’s Top 1,200 Advisors list, as well as the 2015 and 2017 Financial Times Top 400 Advisors list in the U.S.

A lifetime resident of Whitefish Bay, John enjoys golf, tennis and travel, as well as spending time with his wife, Meg, and their two children, Dana and Jack.

Dana Larsen

Senior Financial Associate


Dana joined The Larsen Group as an investment associate in 2017. She has passed both the Series 7 and Series 66 securities exams. Dana’s primary responsibilities include wealth management planning, portfolio management through asset allocation and client service. Prior to joining The Larsen Group, Dana spent more than three years working as a product associate in the Investment Advisor Group for RBC Wealth Management in Minneapolis. She attended the University of Wisconsin – Madison, and has a Bachelor of Arts degree in personal finance.

Dana is an avid tennis player and played on the University of Wisconsin – Madison’s varsity women’s tennis team. In her free time, she enjoys playing tennis, golf, reading, traveling and spending time with her friends and family.

Michelle Plumridge

Branch Service Mgr/Sr Registered Client Assoc


Michelle began her career in the investment industry in 2000 and joined RBC Wealth Management in 2006. She has passed both the Series 7 and 63 securities exams. Michelle is primarily responsible for account documentation and all client service, such as required distributions, check writing, inquiries on statements and setting appointments. Michelle enjoys answering client questions and using her interactions with clients as an opportunity to learn more about them personally. Our clients appreciate her attention to detail regarding their accounts in addition to her outstanding communication skills.

Michelle and her husband, Geoff, reside in Cedarburg along with their children, Samantha and Michael. Michelle and Geoff enjoy volunteering for JDRF, Juvenile Diabetes Research Foundation.

Jack Larsen

Client Associate


Jack began his career with RBC Wealth Management as an intern in 2015 in the Mequon and Madison offices before officially starting as a client associate for the Mequon office in 2016. He rejoined the Larsen Group as a client associate in September 2019. Prior to rejoining the Larsen Group, Jack worked as an account manager at Morningstar in Chicago, where he assisted financial advisors throughout the country with analytical research on stocks, mutual funds, ETFs and other investments. Jack’s main area of focus on the team is performing daily operations, fulfilling client service needs and assisting with annual client reviews, all while providing first-class service.

Jack graduated from the University of Wisconsin – Madison, with a degree in personal finance. He was a letter winner on the varsity men’s tennis team at UW – Madison.

In his spare time, Jack enjoys playing golf and soccer, and attending all Wisconsin sporting events.


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