Red Oak Asset Management, Inc.
Qualia, Inc

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Welcome to Red Oak

At Red Oak, you are the asset. By combining your dreams with my expertise as a registered life planner and certified financial planner, I can help you find the best way to get where you want to go.

Jeri Parrott
Founder and Owner

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I believe that money is not the asset — you are. Money is simply the fuel to power your life engine. Regardless of your current financial situation, you deserve guidance to make it work for you. By learning about you and your dreams, I can help you make plans to realize those dreams.

  • Are you in a committed couple? I will help you construct a trusting financial foundation.
  • Did you just graduate? I'll guide you through juggling your job and debt.
  • Are you buying your first home? Let's collaborate to find out what you can truly afford.
  • Are you newly single? You'll want a guide as you move into a new financial situation.
  • Leaving your job? Let me help you meet your new challenges.

Let's talk and discover together where you want to go and how best to get there. You are closer than you think. You dream, I listen, we create.

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The Red Oak Asset Management Process

Our process is collaborative, bringing together your life goals with my 30 years of professional experience.

Initially, I meet with you for a half hour to see if our ways of looking at financial life goals are compatible. There is no charge for this meeting. We discuss your life dreams and find out if you are really interested in creating a financial life plan with me.

After this initial meeting, we are ready for the next step. I will ask you to work out your answers to three life questions. We review your answers and your financials, and then settle down to co-create your financial life plan.

Your financial life plan will give you a map for bringing your financial dreams into your present life. We then set up a series of meetings to discuss the questions that will come up as you live out your dreams.

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  • Budget creation
  • Life planning
  • Retirement income planning
  • Retirement accumulation
  • Business succession
  • Special needs planning


  • Stocks and bonds
  • Mutual funds
  • Annuities
  • Life insurance
  • Long term care insurance


  • Sliding scale hourly
  • Commission
  • Flat fee


  • Savvy Social Security for Boomers
  • Retirement Income Planning

Go to my linkedIn page for more info.

Securities and advisory services offered through Harbour Investments, Inc. Member FINRA/SIPC. Check the background of this firm on FINRA's BrokerCheck.

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Jeri Parrott

My passion is working with people and using financial literacy to help them realize their dreams. This calling emerged indirectly from a background in law and taxes.

After graduating in 1980 from the San Fernando Valley College of Law, I worked in the tax department of several accounting firms. Tax law is useful for me to know about but turned out not to be my true calling. In 1983 I changed professional direction and started working in the investment business in and around Milwaukee, Wisconsin. It was through my experiences with investments that I realized I had a tool that could be used to help others. This became my passion in life. I strive each and every day to use my skill, education, and background to help others achieve their goals.

Financial planning is a field with some elements that change continually. I make a point to stay on top of new information. I became a Certified Financial Planner in 1989 and a Registered Life Planner in 2010. These earned credentials barely scratch the surface of who I am: someone deeply committed to using financial knowledge, thoughtful planning, and solid financial decision making to help you achieve your life goals. I take the power out of numbers so the power returns to you.

In 2008 I relocated to the Madison, Wisconsin area where I found a thriving community of people with heart and passion. I have made this area my home and have felt very welcomed since making this move.

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Working with Jeri was convenient, easy, and fun. Not only did she help us plan for our financial future, she helped us envision what we wanted our future to look like. We're thankful for Jeri's guidance.
- BP & DP, young Madison couple

Jeri has been a trusted advisor for the past 30 years. She was helpful and attentive when I had few assets, and she gave me outstanding advice about how to invest to augment my pension. I recommend her highly.
- CK, recent retired college professor

I have known and invested with Jeri Parrott since 1993. She comes from a family of financial advisors and is extremely personable. One of her best attributes is the ability to really listen and hear what I am saying. I am a nervous sort who worries a lot about everything, but especially about money. Jeri, who is not at all "pushy," understands this, pays attention to my concerns, and responds immediately with a number of suggestions that would work for me. I trust her knowledge and her responsiveness to my issues. There would be no amount of persuasion to have me change financial advisors. Jeri Parrott is definitely the one I'm invested in.
- EP, recent retired MPS teacher

In my over 20 years of working with Jeri, I have been consistently impressed with her ability to listen, respect, and understand her clients, and therefore their relationship to money. Her keen intuition and strong sense of character is balanced with a sharp analytical mind.
- JK, Jungian analyst

The testimonial may not be representative of the experience of other clients.
The testimonial is not indicative of future performance or success.

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2453 Atwood Ave. Suite 210, Madison, WI 53704   •   608.240.1616   •