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About Us

We provide industry expertise with a personal connection

Arun Soni



Arun started Avenue 90 Financial to provide individuals and families with straightforward, yet effective, financial planning and investment management services.  After more than seven years in the wealth management industry and several years working prior to graduate school, Arun decided it was time to build something that could be shaped in a way that’s more beneficial and conducive to his clients’ goals.


  • Bachelors of Science, University of Illinois, Urbana-Champaign

  • MBA (Corporate Finance & Investment Banking), University of Wisconsin-Madison

Chair, Board of Directors at Clean Wisconsin, an environmental nonprofit that advocates for science-based clean air and water policies.

Athletic Pursuits
Running mid-distance (currently trimming my mile time to get under 6 minutes), playing tennis and golf, and rock climbing.

Literature Interests
History (with a particular interest in economic history), science, and classical fiction (those works that our English teachers cherished, and for good reason).

A Note on Industry Credentials

  • The three Chartered Financial Analyst® exams that a charterholder must pass are considered by many to be the most rigorous in the financial profession.

  • The CERTIFIED FINANCIAL PLANNER™ certification is viewed as the standard of excellence for financial planning.

CFA® and Chartered Financial Analyst® are registered trademarks owned by CFA Institute.


CFP Board owns the certification marks CFP®, CERTIFIED FINANCIAL PLANNER™, and CFP®

(with plaque design) in the U.S.

Image by Ante Hamersmit

Our aim is to keep things simple, especially when it comes to investing, because most of the information about the markets that you read and hear about every day is just noise.  We remove that noise and focus on what matters to your long-term financial success.

Industry Memberships

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