Berthel Fisher Companies announced the successful recruitment of APP Financial, a Fort Wayne, Indiana-based practice with approximately $146 million in client assets. The practice is led by financial professional Gregory Whitenack.
Berthel Fisher is a Cedar Rapids, Iowa-based independent financial services firm serving growth-oriented financial advisors and RIAs. The addition of APP Financial follows other 2026 recruiting activity for Berthel Fisher across markets, including Missouri, California, Texas, and New Jersey.
APP Financial comprises three team members and focuses on securities and retirement planning for clients preparing to retire. The team’s service model emphasizes responsiveness, accessibility, and helping clients work through financial questions in a timely and personal way.
Whitenack said APP Financial was looking for a Midwest-based firm that understands relationship-driven businesses. The team also wanted a platform that could support more than one client service model rather than a one-size-fits-all approach.
Berthel Fisher also announced that Madyson Tracy has been named Vice President of Business Development. In this role, she will help support growth goals for new and existing financial professionals.
Tracy brings nearly a decade of financial services experience across advisor support, operations, client service, and business development. Most recently, she served as Director of Organizational Development at Renaissance Financial.
In her new role, Tracy will focus on advisor growth, succession planning, and new partnerships. Berthel Fisher said her experience will help the firm communicate its value proposition to more advisor teams seeking independence, flexibility, and responsive home-office support.
Berthel Fisher Companies supports four affiliated businesses providing investment management, financial products, and services to financial advisors and clients. These include Berthel Fisher & Company Financial Services, Securities Management & Research, BFC Planning, and Berthel Fisher & Company Insurance.
KEY QUOTES:
“We are excited to welcome Greg and Minerva to Berthel Fisher. They are an excellent fit for our firm because they share our belief that strong relationships, responsive service and practical support are central to helping financial professionals serve clients well. We look forward to being a true partner to them as they continue to build on the relationships they have established and grow their presence in Fort Wayne. Growth for us is not simply about adding headcount. It is about attracting financial professionals who value long-term relationships, act with integrity and want a partner that can help them build high-quality businesses. Greg and his team reflect the kind of professionals we want to support, and Madyson’s experience will help us bring that message to more teams like theirs in the years ahead.”
Paige Christofferson, Chief Business Development Officer at Berthel Fisher
“We had a wonderful visit to the Berthel Fisher home office, and that experience played an important role in our decision. We were looking for a Midwest-based firm that understands relationship-driven businesses and gives financial professionals the ability to serve clients through more than one model. We did not want a one-size-fits-all platform or a firm built only around an RIA structure. We wanted a partner with the people, service and resources to support the way we work with clients. The team at Berthel Fisher understands that, and we believe they will be a valuable asset for our business and our clients going forward.”
Gregory Whitenack, Financial Professional at APP Financial
“Berthel Fisher has a strong story to tell advisors who want independence, flexibility and a home office that understands the work they do every day. My role is to help more financial professionals see what is possible here, whether they are looking for a more responsive partner, broader service options, succession support or a platform that can help them grow without losing the relationships that make their businesses valuable.”
Madyson Tracy, Vice President of Business Development at Berthel Fisher
