The Accunet Ambassadors | Fred Coleman, CFP | Annex Wealth Management

From Loading Docks to Life Goals: Fred Coleman’s Journey in Wealth Management

At 4 AM, while most of us are deep in sleep, Fred Coleman used to be loading packages into UPS trucks. Today, he’s helping families achieve their financial dreams as a branch director at Annex Wealth Management. His journey from the loading dock to comprehensive financial planning offers a unique perspective on what truly matters in wealth management – and it’s not just about the numbers.

The Foundation: Character Built at 4 AM

Coleman’s early morning shifts at UPS while attending college at UW-Milwaukee weren’t just a way to pay for school – they were building something much more valuable. “Definitely a job that builds character,” Coleman reflects on those pre-dawn hours in warehouses without air conditioning, carrying packages and dodging workplace hazards.

That experience created something invaluable: perspective. “We all have our bad days at work where things aren’t going well,” Coleman explains, “but if you think back to some of those times, carrying packages at UPS at four o’clock in the morning, it really puts things into perspective.”

This grounding serves him well today. When market volatility strikes or clients face financial stress, Coleman draws on that fundamental understanding of hard work and perseverance. It’s a reminder that most challenges, viewed through the right lens, are manageable.

The Evolution: From Numbers to Psychology

Coleman’s career path wasn’t entirely linear. He started college as an accounting major, quickly realizing that sitting behind a desk crunching numbers wasn’t his calling. “I like numbers, but do I just want to sit behind a desk?” he wondered. Instead, he discovered his passion for investments and began his financial services career at Wells Fargo’s mutual fund call center in Milwaukee’s iconic Strong building.

The transition to Robert W. Baird & Co. marked a turning point. “That really changed my career because I learned so much,” Coleman says of his time at Baird. It was there he began to understand that successful wealth management requires more than investment knowledge – it demands a comprehensive approach to financial planning.

His pursuit of CFP (Certified Financial Planner) certification represented this evolution in thinking. The CFP designation integrates investments with taxes, estate planning, and insurance, creating what Coleman calls “one complete picture.” But perhaps more importantly, it established credibility in an industry where “everybody can say I’m a financial advisor.”

The Reality: More Psychologist Than Number Cruncher

One of Coleman’s most insightful observations about his role might surprise clients: “I’m more of a psychologist than anything.” While the technical aspects – investments, financial planning, tax strategies – are certainly important, they represent only about 20% of his daily work.

The other 80% involves navigating the deeply personal, often emotional aspects of money management. “When people entrust you with their finances, they entrust you with their money, you really almost become part of the family,” Coleman explains. He’s seen clients leave his office in tears of happiness because they could finally retire, and he’s helped others work through complex family dynamics around inheritance and legacy planning.

This psychological dimension requires the kind of emotional intelligence that can’t be taught in finance courses. It’s about understanding that when clients lay “everything on the table that’s either preventing them or helping them get to that point,” they’re looking for more than just mathematical solutions – they need someone who can see the complete picture of their lives.

The Philosophy: Money as a Tool, Not a Goal

Coleman’s approach to wealth management reflects a fundamental truth that many in the industry miss: money is merely a means to an end. His recent family trip to Disney World perfectly illustrates this principle.

Despite the stress of traveling with children ages 3, 5, and 12, dealing with flight delays and logistical challenges, Coleman kept focused on the destination. “When you get to that destination, you pretty much forget about all the things that happened before that,” he notes, drawing a parallel to market volatility and investment journeys.

This philosophy extends beyond vacation planning. Coleman emphasizes starting with the “why” behind financial goals. “We all say, ‘Hey, I want to grow my investments. I want as much as possible. I want to save on taxes,’ but why are we looking to do that? It’s to create those memories.”

The Distinction: Fee-Only Transparency

In an industry notorious for complex fee structures and potential conflicts of interest, Coleman chose to work with Annex Wealth Management specifically because they operate as a fee-only firm. This structure eliminates commissions and product sales incentives, ensuring that both advisor and client are “on the same side of the table.”

“Financial advice is not a product,” Coleman emphasizes. “It’s not just a one-time thing. Financial planning is an ongoing process.” The fee-only model aligns the advisor’s incentives with ongoing client success rather than product sales.

This transparency extends to every aspect of the client relationship. When asked how he gets paid, Coleman doesn’t hide behind complex fee schedules or industry jargon. The straightforward approach builds trust and ensures clients understand exactly what they’re paying for and why.

The Satisfaction: From Pieces to Plans

What energizes Coleman most in his work is taking clients from scattered financial pieces to comprehensive plans. It’s particularly rewarding when working with clients who don’t have extensive assets but have complex needs. “Taking somebody from not having a lot to having a lot more” provides a different kind of satisfaction than simply managing already-substantial portfolios.

The process involves being part chef, part counselor, and part strategist – taking various financial ingredients and turning them into a cohesive plan that enables clients to achieve their life goals.

The Future: Building Trust Through Character

As Coleman continues his work at Annex Wealth Management’s Milwaukee and Mequon locations, he carries forward the character-building lessons from those early morning hours at UPS. The physical labor taught him the value of hard work, but more importantly, it gave him perspective on what really matters in life.

In an industry that can sometimes get caught up in performance metrics and market movements, Coleman’s approach remains refreshingly human-centered. He understands that behind every portfolio is a family with dreams, concerns, and goals that extend far beyond asset allocation.

For Fred Coleman, successful wealth management isn’t measured solely in return percentages or tax savings – it’s measured in Disney trips taken, retirement dreams achieved, and the peace of mind that comes from having a comprehensive plan for life’s journey.

Fred Coleman, CFP, is a branch director at Annex Wealth Management with locations in Milwaukee’s historic Pfister Hotel and Mequon, Wisconsin. His comprehensive approach to financial planning integrates investments, tax strategy, estate planning, and insurance into cohesive wealth management solutions.