Business Snapshot

North Oaks financial group

Any financial advisor can help people think about their money.

We guide our clients to align their values and finances.

Giving them the freedom to think beyond their money.


Help our clients think beyond their money

Target Market / Niche

Millionaires next door / Curious Collaborators (with capacity)

The typical NOFG client is Family-oriented, Community-focused, Values-driven, Faithful, Humble and Responsible

We are deeply committed to…

Fee-based behavioral financial advice integrated with technical financial planning.
Multi-generational planning that supports families as a collective unit with generational goals.
Developing relationships with curious collaborators built on transparency and trust.
The fiduciary standard of always doing what is in the best interest of our clients.
The consistent execution of proven processes.

Investment Philosophy

We construct portfolios using a disciplined investment process that includes strategic asset allocation and other key factors to mitigate portfolio volatility, so that our client’s portfolios are built for the certainty of uncertainty.

Planning with Purpose

We have found that most people arrive at a transition point in life when they are no longer seeking the greatest return on their investments, but rather the most meaningful return on their life. We take pride in guiding our clients through these transitions. By learning what they value and understanding their goals, we can provide advice that helps them live in alignment with what is most important to them.

Life Alignment

We created a unique component within our holistic financial planning process to help our clients reflect on their values, purpose and legacy…which in turn, helps further ensure we provide advice that reflects who they are and what is most important to them.


These are the qualities that drive us as a team…


Always do what’s right and hold yourself accountable.


How we show up to work and conduct ourselves.


How we treat each other and our clients. What it’s all about.


Honest and clear; anticipate concerns and provide solutions.

Team Alignment

Working together for a shared mission. Being on the same page. 

Business Snapshot (as of 3/1/23)

205 Fee-Based Plans

Avg. Planning Fee: $1330/year

$200M AUM

Custodial Relationship with Charles Schwab

Goals for 2023

$1.55M Net Revenue

240 Fee-Based Plans

$20M New AUM

4 Year Outlook

$2M Revenue

300 Fee-Based Plans

$300M AUM

Expansion Plans

Acquire a fee-based planning practice

Hire CFP Planner

Hire Tax Professional/CPA

10 Year Target

We are a referral-only, growth-oriented practice with proven processes, leadership, and operations.


Our Business Story in a Timeline


Co-Founders Keith Berg and Luke Schneider meet early in their careers at Thrivent Financial


Thrivent selects Keith and Luke as advisors for a pilot fee-based financial planning practice (the practice offices at 200 Village Center Drive in North Oaks, MN)


The fee-based financial planning pilot is discontinued by Thrivent


Committed to providing fee-based holistic financial advice, Keith and Luke launch Thrivent Financial – North Oaks Group with a team of five (and assume the office/lease at 200 Village Center Drive in North Oaks, MN)


North Oaks Group begins discussions with Thrivent about joining the RIA they are developing, now known as Thrivent Advisor Network


Thrivent Financial – North Oaks Group changes their name to North Oaks Financial Group, including a full rebranding


North Oaks Financial Group becomes an independent practice in the Thrivent Advisor Network, launches website (


North Oaks Financial Group is a team of nine leaders (three advisors) dedicated to providing advice that helps clients align their values, goals and finances (the group still offices at 200 Village Center Drive in North Oaks, MN)

Additional business documents available by request, including (but not limited to):
Mission, Guiding Principles, Norms and Expectations; Traction/EOS Tools (e.g., Vision/Traction Organizer, Weekly Scorecard, Rocks, Accountability Chart, Organization Checkup Results, etc); Weekly Team Meeting Agendas; Annual Team Meeting Agendas, Team Values Discussion Notes