Marshall Lund
Adjunct lecturer at UW-Madison school of business
Treasurer, associate board executive committee member at Lawrence Hall
As partner and private wealth manager at Creative Planning, Marshall Lund has consistently demonstrated exceptional initiative and leadership in key projects that have significantly advanced the integration between the practice of financial advice and the education of the next generation of financial advisors. One standout initiative is the creation and coordination of a mentorship program with the University of Wisconsin’s School of Business wealth management program.
His efforts fostered meaningful connections between students and industry professionals, providing invaluable real-world insights and experience as the students built their presentations for the capstone course that qualifies the students to sit for the certified financial planning (CFP) exam.
In addition to his role as a partner and private wealth manager at Creative Planning, LLC., he now has joined the faculty at UW-Madison school of business as an adjunct lecturer for the school’s wealth management program teaching the capstone course for students looking to enter the industry. Originally as a student in the course’s pilot form, he has transformed the course into an innovative, hands-on experience where students engage with actor ‘clients’ face-to-face twice during the semester to gather essential information for building a comprehensive financial plan. The students then reconvene at the end of the semester to present their recommendations to the clients, providing practical, real-world experience in client communication and financial planning.
He has served as treasurer and associate board executive committee member at Lawrence Hall for the past two years, contributing to initiatives that support youth development. Additionally, he has delivered educational talks to students and community members through Lincoln Park Community Services and CARE Chicago, providing valuable insights on essential financial topics such as budgeting and debt management. His community contributions extend to Junior Achievement, where he previously taught high school-level economics concepts.
He aspires to leave a legacy of education and mentorship within the wealth management industry. His work with UW-Madison’s wealth management program and leadership in developing financial planning practice standards reflect a commitment to equipping current and future professionals with the knowledge and skills needed for long-term success.
His vision is to evolve the industry into one where the client / advisor relationship is predicated on mutual accountability, continuous learning and client-centered planning that drives meaningful financial outcomes for clients and broadens the access to quality financial advice to families that are currently underserved.
Receiving the Next Gen Wealth Management Award would amplify his ability to inspire peers and emerging leaders within the industry. His journey exemplifies how passion, innovation, and dedication can drive meaningful change. Recognition through this award would not only validate his modest contributions but also empower him to advocate more effectively for mentorship and educational initiatives. It would further motivate other industry professionals to pursue opportunities for the impact, rather than the financial rewards, and strive to elevate the integrity of the industry.
These are just a few reasons Marshall Lund was chosen as a recipient of Connect Money’s 2025 Next Generation Wealth Management Award. Now in its second year, the Next Generation Awards honor emerging leaders who are poised to significantly shape the future of the wealth management industry.