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Updated: January 8, 2025 @ 8:27 am
Pictured are the staff of Hoff Financial Services. From left, in back: McKylie Hoff – Financial Advisor, Ruby Ritchie – insurance agent, Annie Johnson – insurance agent, Mitch Hoff – insurance agent, Marc Hayton – CPA and Matt Hoff – enrolled agent; and in front: Lisa Zeman – insurance agent, Angie Hoff – client service specialist, Kayla Gander – client service specialist, Kelly Hoff – Owner/CEO and Sarah Duncan – Operations & Payroll Manager. Not pictured: Brianna Larson – accounting assistant and Louann Semann – tax assistant.
Pictured are the staff of Hoff Financial Services. From left, in back: McKylie Hoff – Financial Advisor, Ruby Ritchie – insurance agent, Annie Johnson – insurance agent, Mitch Hoff – insurance agent, Marc Hayton – CPA and Matt Hoff – enrolled agent; and in front: Lisa Zeman – insurance agent, Angie Hoff – client service specialist, Kayla Gander – client service specialist, Kelly Hoff – Owner/CEO and Sarah Duncan – Operations & Payroll Manager. Not pictured: Brianna Larson – accounting assistant and Louann Semann – tax assistant.
The many branches of Hoff Financial Services are now housed under one roof in downtown Barron.
In recent weeks, the tax, accounting, wealth management and insurance business has consolidated three offices and more than a dozen employees into 410 E. La Salle Avenue.
“We’re excited to be in downtown Barron,” said Kelly Hoff, founder of Hoff Financial Services. “The support from the community has been fantastic.”
The business’ journey began in 1994 when Hoff, a dairy farmer and accountant, recognized a need for cost-effective bookkeeping and income tax preparation services for farmers and small business owners.
“It started at the kitchen table 31 years ago. I needed something to do in between milking cows and changing diapers,” Hoff recalled.
She balanced her work with raising three children and supporting her husband’s family farm.
In 2000 her business moved into a small office in Prairie Farm.
The company’s growth continued steadily. In 2012, Hoff Financial Services moved to a larger location in Prairie Farm, followed by the addition of offices in Barron in 2016 and Chetek in 2021. In 2022, the company launched HFS Insurance Agency, which provides health, home, auto, farm, and crop insurance to its clients.
In 2024, Hoff Financial Services introduced HFS Wealth Management and Advanced Clarity Accounting (HFS Accounting), further broadening its range of services to offer clients a more comprehensive financial experience.
The HFS acronym is being used in a rebranding to distinguish the various departments within Hoff Financial Services.
“It’s a rebranding, but still the same company and philosophy,” said Hoff.
She said that growing beyond taxes and accounting was a natural progression for the business.
“People want a one-stop shop,” said Hoff. “Insurance and taxes often go together. As we built relationships with our clients it made sense to keep adding on services for them.”
While the addition of office spaces over the years seemed another measure of growth, as time went on it became clear that there were advantages for the company to have all of its services and people in one place.
Operations manager Sarah Duncan said that during strategic planning sessions, all answers started pointing toward a centralized location.
Duncan said that they found that clients were flexible in which location they would go to for appointments—it didn’t matter whether it was Prairie Farm, Chetek or Barron.
There were also obvious savings in having less brick and mortar.
And perhaps most valuable of all, one office has increased the synergy amongst the Hoff team.
“The energy and communication is amazing,” said Hoff. “We have an awesome team of people from all different backgrounds. There’s so many good ideas that come from everybody.”
Hoff Financial Services has 13 full-time employees, and adds a few extra during tax season.
With a staff that size, it was a challenge to find a right-sized space. Some initial options fell through before 410 E. La Salle Avenue became available when the local public defenders’ office closed, as the state moved to a regional model, consolidating staff in Chippewa Falls. Before being a government office, the building was a bank known by various names over the years.
Hoff Financial Services held an open house in their new location on Dec. 23. More than 200 people attended, including several former bank employees who were curious to see what they’d done with the place.
And there were many renovations—drywall, doors, flooring and more.
“The interior was very dated,” said Duncan.
Stone work done by general contractor 715 Home Services, of Barron, and stained concrete flooring done by Crotteau Concrete, of Cameron, are among the most aesthetically pleasing upgrades to the building interior.
Many Hoff Financial staff members and their families also pitched in, busting out old ceramic tile and ripping out carpet.
“It took a lot of teamwork,” said Hoff.
Hoff purchased the building in August and the major renovations were completed in about 3 ½ months. Some finishing touches are still in the works.
But most offices and conference rooms are ready for meetings with clients.
“We’ve come a long way,” said Hoff. “We have so many experts under one roof. It’s really unique and unprecedented, especially in this area.”
Duncan added, “Not only is the best yet to come for our clients, but also for us.”
For more information about Hoff Financial Services, visit teamhoff.com, call 715-455-1968 or stop in at 410 E. La Salle Ave., Barron. Office hours are 8:30 a.m. to 5 p.m.
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