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About Us

We are a fee-only and fiduciary-only firm providing industry expertise with a personal connection.

Arun - bio photo.jpg

Arun
Soni

CFA
cfp

Arun started Avenue 90 Financial to provide individuals and families with straightforward, yet effective, financial planning and investment management services.  With a decade of experience in the wealth management industry and several years working prior to graduate school, Arun delivers technical expertise in a wide variety of client scenarios.

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Education

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

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

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Community
Board of Directors (present), and former board chair (2022 - 2025), at Clean Wisconsin, an environmental nonprofit that advocates for science-based clean air and water policies.

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Athletic Pursuits
Running mid-distance, playing tennis and...yes, pickleball (I was hesitant at first, but it's turned out to be my primary sporting activity with friends).

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Literary 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

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

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  • Arun is also a CERTIFIED FINANCIAL PLANNER™ practitioner.  The CFP® 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.

A Note on Industry Memberships

Arun is proud to be a member of the following organizations: 

  • CFA Institute

  • National Association of Personal Financial Advisors (NAPFA)​

  • XY Planning Network (XYPN)

  • FeeOnlyNetwork (FON)

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

CFA Institute
CFA Institute
NAPFA
FEE ONLY network

Proud member of XYPN!  As an XYPN advisor, I adhere to strict fiduciary standards and carry the CFP®.  XYPN is the only turnkey advice and planning platform that makes it possible for fee-for-service financial advisors to build the independent firm of their dreams with complete autonomy.

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