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!

Kristen Massie

VP, Wealth management advisor

Licenses: Series 7, 63 and 65: Wisconsin Life, Accident & Health, CPFA

Starting my career in the middle of a financial crisis was not the way I planned it. However, after surviving the adversity and seeing the positive impact we had with our clients, it made me realize I chose the right career path. Over the past 20 plus years of experience in this industry, I have worked in every possible capacity to include operations, compliance, planning and advisory services.

As a Wealth Management Advisor at Onward Financial Network, I enjoy helping our clients achieve their financial goals by developing deep relationships and truly understanding their ever-changing circumstances. I have never been involved in a financial plan that has not changed.   Beyond meeting with and advising our clients, I’m also responsible for mutual fund research, portfolio design, and I head our investment committee. With our commitment to objectivity, competency, and attention to detail, I feel I have found my home by joining this team in 2016.

Before moving to Wisconsin in 2001, I lived in Upper Michigan. I enjoy spending time with my husband, Marc and our two sons, Trevor and Sean. In my free time, you can find me remodeling our home in Mount Calvary or refinishing old furniture to bring it back to life.  I haven’t found a project too overwhelming for me to take on yet.

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!

Sean Massie

Wealth Management Associate

Hi, my name is Sean Massie and I am excited to have joined this team in June of 2022.

In the short time that I have been working in this office my perceptions about financial advising have changed drastically. Seeing all the meticulous work put into each and every client is eye-opening. Joining this team has been a wonderful experience and I cannot wait to learn more in the future.

I will be attending College at the University of Oshkosh where I will be majoring in Business. Outside of work, I like to spend my time going to the gym, listening to music, and spending time with friends and family. I am also a major sports fan (Go Vikings!).

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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