Our Approach

Life can become complicated. Building wealth for your future is important. Whether as an individual or a family, our responsibility is to understand your evolving situation, the unique circumstances of your life, and how you want to progress over time. We draw upon experts and resources in investment management, tax planning, estate planning and more to ensure your plan is reflective of your goals.

Working with a CERTIFIED FINANCIAL PLANNER™ (CFP®) offers a distinct advantage for individuals seeking trusted, comprehensive financial guidance. CFP® professionals are held to a fiduciary standard, meaning they are ethically and legally obligated to act in your best interest. They undergo rigorous education, pass a comprehensive exam, and maintain ongoing continuing education to stay current in all areas of financial planning, including investments, retirement, taxes, insurance, and estate planning. Unlike advisors who may focus on a single area, CFP® professionals take a holistic approach—helping you set goals, create a long-term plan, and adjust strategies as your life evolves. They also serve as behavioral coaches, helping you stay disciplined during market fluctuations and avoid emotional decision-making. When you work with a CFP® in your local community, like the Braun Walsh Group in Grand Rapids, you benefit from both nationally recognized standards and local expertise tailored to your unique financial journey.

For over a century, we have upheld the values of honesty, openness, collaboration, and prioritizing clients. These principles are the cornerstone of our distinct culture and business approach, which we refer to as The Baird Way. Learn more about our firm, our balanced business model and our employee ownership structure by clicking the About Baird tab.