College Financial Planning

College Costs $200,000. It Doesn't Have To.

Most families overpay for college because they don't know what schools are willing to negotiate. Brad Baldridge helps you find the right school at the right price.

Schedule a Free Call How It Works

Free Initial Call

Virtual or In-Person

Nationwide Service

Illustrative 4-Year Example

Sticker price $200,000

After aid + strategy $80,000

Services

How We Help Your Family

From picking the right school to filing the FAFSA, we guide you through every step of the college financial planning process.

College Cost Analysis

Understand the true cost of each school on your list, including hidden fees, room and board, and projected annual increases.

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FAFSA Strategy

File your FAFSA correctly and on time with positioning strategies that can increase your financial aid eligibility.

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Financial Aid Optimization

Compare award letters side by side and learn how to appeal for more aid. Many families leave money on the table without realizing it.

Scholarship Search

Identify realistic scholarship opportunities that match your student's profile and build a focused application strategy.

College Selection

Find schools where your student is a great fit academically and financially. The right match can mean tens of thousands in merit aid.

Common Concerns

What Most Families Get Wrong

These are the three things we hear most often. Every one of them is fixable.

"We make too much for financial aid."

Income is only one factor. Asset positioning, family size, number of students in college, and school-specific formulas all affect your Expected Family Contribution. Many families earning $150K+ still qualify for institutional aid.

"We started too late."

Ideally you start sophomore or junior year, but there are strategies that work even after admission letters arrive. Appealing financial aid awards and comparing net costs between schools can still save thousands.

"Our kid's grades aren't good enough."

Merit aid isn't just for valedictorians. Many schools offer generous aid to students who fall in their top 25% of applicants. Targeting the right schools based on your student's profile is the key.

Our Process

Four Steps to a Better College Plan

Free Discovery Call

We talk about your family's situation, your student's goals, and where you are in the college planning process. No pressure, no sales pitch.

Financial Assessment

We review your income, assets, savings, and family details to calculate your Expected Family Contribution and identify strategies to reduce your out-of-pocket cost.

School List and Strategy

We build a list of schools that fit your student academically and your family financially. Each school gets a projected net cost so you can compare apples to apples.

Aid Review and Appeals

When award letters arrive, we review each one, identify gaps, and help you write appeal letters to negotiate better packages.

Testimonials

What Parents Are Saying

"Brad helped us realize our daughter qualified for institutional aid at three schools we had written off as too expensive. The difference in our out-of-pocket cost was significant enough to change our entire approach."

Parent in Brookfield, WI

Family with college freshman

"We thought we made too much money for any financial aid. Brad showed us which schools would be most generous based on our profile. Our son received a merit scholarship we never would have found on our own."

Parents in Wauwatosa, WI

Family with high school senior

"The FAFSA alone was overwhelming. Brad walked us through every line, caught two errors that would have reduced our aid, and helped us appeal one award letter successfully."

Parent in Waukesha, WI

Family with two college students

FAQ

Frequently Asked Questions

The ideal time is sophomore or junior year of high school. That gives you enough time to position your finances, research schools, and build a strong application strategy. But even if your student is already a senior or has been admitted, there are still meaningful steps you can take to reduce costs.

The Free Application for Federal Student Aid (FAFSA) is the form that determines your eligibility for federal grants, loans, and work-study programs. Many state and institutional aid programs also require it. Filing accurately and on time is critical because some aid is first-come, first-served.

Probably not. Financial aid includes need-based aid, merit-based scholarships, and institutional grants. Many families with household incomes above $150,000 still receive significant aid from private colleges. The key is choosing schools where your student's profile makes them a desirable applicant.

Yes. Award letters are notoriously confusing because every school formats them differently. We break down each letter into the actual out-of-pocket cost per year, including tuition, fees, room, board, and travel. This lets you make a real comparison.

Absolutely. Schools expect it. A well-written appeal letter that references competing offers or changes in your financial situation can result in thousands of additional dollars per year. We help you draft these letters and know which schools are most likely to respond.

Fees vary depending on the scope of work. The initial discovery call is free with no obligation. During that call, we'll discuss your situation and I'll recommend a package that fits. Most families find the investment pays for itself many times over in college savings.

Yes. While I'm based in Milwaukee, I work with families across the country via video call. The college financial planning process works the same regardless of where you live, and I'm familiar with schools nationwide.

Ready to Cut Your College Costs?

Your free discovery call takes about 30 minutes. We'll talk through your situation and see if working together makes sense.

Schedule Your Free Call

Or call now: (414) 529-9400 x107