Ben Smith


Cove Financial Planning, LLC

Founder & Financial Planner

Ben Smith


Cove Financial Planning, LLC

Founder & Financial Planner

As a fiduciary, fee-only financial planner, I provide holistic financial planning and socially responsible investment management to help you “Do Well While Doing Good.” - Ben Smith, CFP®

Fee-Only financial planner located in Whitefish Bay, WI, serving clients locally and across the country with no account minimums

Ben Smith is a Whitefish Bay, WI fee-only financial advisor and CERTIFIED FINANCIAL PLANNER™ (CFP®) Professional serving clients in the greater-Milwaukee, WI area as well as virtually across the country. Cove Financial Planning provides comprehensive financial planning and investment management services to individuals and families, regardless of location, with a focus on Socially Responsible Investing (SRI).

As a fiduciary for his clients, Ben does not sell financial products or take commissions. Simply put, Cove Planning sits on your side of the table and always acts in your best interest. Learn more how Cove Planning can help you Do Well While Doing Good!

Ben currently sits on the board of directors of the Financial Planning Association (FPA) of Wisconsin.

He has been featured in national publications including The New York Times, USA Today, CNBC, Business Insider, NerdWallet, Investment News, Financial Planning Magazine, Investor's Business Daily, ThinkAdvisor, MarketWatch, The Star Tribune, and Bustle.

Visit to learn more.

You can also find on Ben's online calendar to schedule your free initial consultation. Evening and weekend times are available.

The Work Stuff

My name is Ben Smith, and I am the Founder of Cove Financial Planning. I believe that everyone, regardless of age, occupation, net worth, and investment experience, deserves a customized financial plan and the peace of mind that comes with it.

Before starting Cove, I worked for several investment companies, and saw just how boring, complex, and off-putting investing can be for many people. Traditional advisors also have a reputation for specifically catering to high-net-worth individuals while ignoring up-and-coming professionals who have the greatest asset of all: time! My mission is to provide access to high-quality advice to a broader range of people who want to take control of their financial lives (and maybe have some fun in the process!) I also passionately believe in helping people blend Socially Responsible Investing into their long-term financial plans.

Work History:

  • Board Member, Financial Planning Association (FPA) of Wisconsin
  • Wealth Advisor, Strategic Wealth Partners
  • Associate Regional Director, Russell Investments
  • Regional Sales Manager, Ameriprise Financial
  • Financial Advisor, Ameriprise Financial

The Fun Stuff

My wife, Kotryna, and I met 5 years ago in Minneapolis, and now live in Whitefish Bay, WI, a suburb of Milwaukee. She works in investment banking, and while we aren’t at the office, you can find us debating nerdy investment topics over a Blue Apron meal and a glass of wine. We are big believers in learning new things and staying active. Currently, she’s teaching me how to salsa dance (not going well) and speak Lithuanian (where she’s from), while I prepare her for the new golf season. We’re both proud owners of Apple Watches for the sole purpose of beating each other’s daily fitness activity (feel free to join the competition!)

We also travel as often as we can, and we’re always looking for suggestions on places to check out in Europe when visiting her family. Above all else, we both believe that life is about balance. I hope that I can help you find your balance with money, and maybe make the world a little better place in the process.

Ben Smith is a Member of the National Association of Personal Financial Advisors

The National Association of Personal Financial Advisors (NAPFA) is a leading professional association of Fee-Only financial advisors - highly trained professionals who are committed to working in the best interests of those they serve.

NAPFA members live by three important values:

  • To be the beacon for independent, objective financial advice for individuals and families.
  • To be the champion of financial services delivered in the public interest.
  • To be the standard bearer for the emerging profession of financial planning

Cove Financial Planning is a fiduciary, fee-only Registered Investment Advisor focused on holistic financial planning and socially responsible investment management. We believe that you can “Do Well While Doing Good.” Our mission is to help individuals and families align their financial plan and investments with their future goals as well as their core values. We believe that you can plan for your future while making a positive impact on the world.

Fee-Only, Fiduciary, Independent: Three Important Criteria to Consider When Choosing a Financial Advisor.


  • Comprehensive Financial Planning
  • Socially Responsible Investing (SRI)
  • Cash Flow and Budgeting
  • Investment Management
  • Tax Planning
  • College Education Planning
  • Retirement Income Planning

Ideal Clients

  • Young Professionals
  • Growing Families
  • Business Owners and Executives
  • Pre-Retirees
  • Retirees

Working Together

  • Complimentary Initial Consultation
  • Evening and Weekend Availability
  • Virtual Meetings
  • In-Person Meetings
  • Latest Tools and Technology
  • Transparent Fee Structure
  • No Product Sales

Professional Designations & Affiliations

  • National Association of Personal Financial Advisors (NAPFA)
    Ben Smith is a NAPFA-Registered Financial Advisor

    The National Association of Personal Financial Advisors (NAPFA) is a leading professional association of Fee-Only financial advisors—highly trained professionals who are committed to working in the best interests of those they serve.

  • Financial Planning Association
    Ben Smith is a member of The Financial Planning Association® (FPA®)

    FPA® is the largest membership organization for CFP® professionals in the U.S. and supports high standards of professional competence, ethical conduct, and clear, complete disclosure when serving clients.

  • Certified Financial Planner (CFP)
    Ben Smith is a CERTIFIED FINANCIAL PLANNER™ Professional - Click for Verification

    CFP® professionals are held to strict ethical standards to ensure financial planning recommendations are in your best interest. What’s more, a CFP® professional must acquire several years of experience related to delivering financial planning services to clients and pass the comprehensive CFP® Certification Exam before they can use the CFP® designation.

  • XY Planning Network
    Ben Smith is a Member of the XY Planning Network

    The XY Planning Network is the leading organization of fee-only financial advisors who are focused on working with Generation X and Generation Y clients. Our mission is to connect consumers with best-in-class financial advisors who specialize in working with clients just like you.

Contact Ben Smith

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Office Locations:

  • Whitefish Bay, WI 53217

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