About Brad Baldridge

Most families approach college planning the same way: visit a few campuses, fill out the FAFSA, and hope for the best. The problem is that "hope" is not a financial strategy. By the time award letters arrive, it's often too late to make meaningful changes. That's where I come in.

I've spent over a decade helping families in Milwaukee and across the country understand what college actually costs, how financial aid really works, and which schools offer the best value for their specific situation. My background in financial planning gives me a different perspective than most college counselors. I look at the numbers first.

Every family's situation is different. Income, assets, number of children, state of residence, and the student's academic profile all play a role in how much you'll pay. I help you understand those variables and use them to your advantage. That might mean targeting schools where your student qualifies for merit aid, positioning assets before filing the FAFSA, or negotiating directly with financial aid offices after award letters arrive.

I work with families both in person in the Milwaukee area and virtually nationwide. Whether your student is a sophomore just starting to think about colleges or a senior comparing award letters, there are strategies we can put in place to reduce your out-of-pocket cost.