Meet Our Dedicated Team

of professionals that will propel you onward.

Greg Lavin, CRPS

President & CEO

Licenses: Series 6, 7, 63 and 66: Wisconsin Life, Accident & Health and Long Term Care

With over 30 years of experience in the Corporate Qualified Plan and Wealth Management Industry, I began my career at Lavin Financial and grew into Onward Financial Network. Today, Onward Financial Network reflects the talented team I’m privileged to work with.

From the start, I’ve been driven by a desire to help people of all financial backgrounds retire with dignity. I also work with businesses to develop strategies that promote success and growth. My proprietary employee education and Financial Wellness program, along with wealth management communications, are key to the work we do.

I hold a Bachelor of Science degree from the University of Stevens-Point and have over 25 years of experience with Northwestern Mutual, where I helped build the Qualified Plan Specialist program in the early 2000s. I’ve sat on several national boards related to Qualified Plans and co-authored a 2017 white paper on Financial Wellness and the impact of financial stress in the workplace. As a thought leader and national speaker, I’m passionate about employee education and the inner workings of qualified plans.

Outside of work, I live on a small farm in Green Lake, Wisconsin, where I enjoy spending time. I look forward to connecting!

Jacob "Jake" Norlander

Wealth management advisor

Licenses: Series 6, Series 7, Series 63/65, Life, Health & Annuity

As a husband, father, veteran, educator, and financial professional, I’ve worn many hats—each one shaping how I serve others today. My journey began in the military, where I learned the value of integrity, service, and excellence. That foundation carried into my years in education, where I loved the relationships and interactions, I had with my high school students at Omro High School and St. Mary’s Springs Academy, and later into the financial world, where I’ve had the privilege of guiding individuals and families through some of life’s most important decisions. I hold a bachelor’s degree and a master’s degree in education and carry the core tenets of education and continual learning with me wherever I go.

With experience in cashflow and income planning, tax and retirement planning, and holistic client care, I’ve come to deeply value the trust clients place in us. My background outside of the financial world and inside the financial world at independent and credit union firms allows me to approach each relationship with empathy, strategy, and a commitment to clear, honest communication.

When I’m not in the office or in meetings with clients, my time is spent with my wife Mackenzie, our daughter Amara, and our super mutt dogs. We love family adventures to do new and exciting things!

I’m excited to meet you and looking forward to serving you with the values that Onward Financial Network has brought to the community for years!

Kristen Saunders-Crass

Qualified Plan Specialist/Paraplanner

Licenses: Series 7, 66, and QPFC

I am happy to have joined Greg’s team back in 2018 as the Qualified Plan Service Coordinator. Over the years my position has evolved as I have had the privilege of helping plan sponsors with managing their corporate retirement plans for many years but have also started taking on more responsibility with helping our 401(k) plan participants to learn more about saving for retirement and how they can reach their retirement goals. This industry is constantly changing so staying educated is very important to me.

I reside in Kewaskum with my fiancé and children and some of my hobbies include cooking and fishing. I also love to travel when I can, as well as attend the numerous fairs and festivals Wisconsin has to offer. I look forward to meeting you!

Our Mission

Objectivity

Onward Financial Network offers a unique advantage by not manufacturing proprietary products in the 401k, wealth management, or insurance spaces. We have no exclusive contracts with carriers, allowing us to freely explore the best options for our clients. We represent trust companies, insurance platforms, mutual fund families, and open architecture arrangements, always prioritizing the best fit for both employee and employer needs in a fiduciary manner.

Competency

Our team brings decades of expertise and is nationally recognized in the Qualified Plan space. We collaborate with ERISA attorneys, third-party administrators, industry consultants, and wholesalers to provide comprehensive support. Our highly-trained team excels in managing the daily operations of qualified plans and wealth management, adapting to evolving economic, market, and regulatory conditions. Unlike many financial advisors, we offer a deeper understanding of plan mechanics and have invested heavily in custom technology to track qualified plans and wealth management clients efficiently.

Attention to Detail

We prioritize attention to detail across all aspects of our service, treating corporations, employees, and individual clients equally. For corporations, we go beyond what competitors offer by planning a year ahead, meticulously documenting, tracking, and archiving every step. We ensure all tasks reach a "Done/Done" status, whether directly or indirectly involved. For participants and individual clients, our focus is twofold: guiding them through retirement planning and demystifying financial wellness. We break down complex concepts and eliminate jargon, delivering clear, customized communication. In today's world, this level of personalized service is often overlooked, but we see it as essential.

Let's take your
financial future ONWARD.

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