Brad Michels (CFP®, QPFC)

Brad Michels focuses in the
following client markets or areas of practice:

  • Estate & Generational Planning Issues
  • Investment Advice with Ongoing Management
  • Retirement Plan Investment Advice
  • Retirement Planning & Distribution Rules
  • Tax Planning

Planning Specialties

  • Personal Financial Planning
  • Comprehensive Financial Planning
  • Financial Life Planning
  • Life Transitions
  • Retirement Income Management
  • Investment Planning
  • Individualized Investment Management
  • Tax Aware Investing
  • Portfolio Analysis
  • Tax Return Analysis
  • Insurance Analysis including Life, Disability, Long-Term Care, Property and Casualty
  • Cash Flow Planning
  • Stock Option Planning/Strategy Analysis

Brad grew up in Louisville, attended St. Xavier High School and then attended the University of Kentucky. After his freshman year, he joined the Kentucky National Guard and ultimately was called to active duty during Desert Storm while in his senior year. During his deployment with his military police (MP) unit, he served as an MP, Supply Sergeant, and Company Armorer. From that service, he was awarded the Army Achievement Medal for outstanding achievement/meritorious service. Upon return from deployment, he received a marketing degree from the University of Kentucky.

After having multiple sales related positions after graduating, Brad came into the business in 1994 through a temporary agency with the primary goal of finding a wife. He had no idea that decision would lead to what would be his career path moving forward. That initial step into a customer service role for a Fortune 500 insurance company was the springboard to a rewarding career and now provides him the ability to make a difference in his client’s lives.

Additional Information

With 15 years of experience working primarily with fee-based or fee-only financial professionals, in the capacity of sales, sales management and product development, Brad was able to see the good, the bad and the ugly in the industry. In 2006 he attained his CFP® certification with the goal of eventually leaving corporate America and striking it out on his own. So, in 2009 he made the decision to resign and in 2010 started his own registered investment advisory firm. That path ultimately led to another registered investment advisory firm (Financial Architects, Inc.) where he assumed ownership in 2016 and merged that firm with his current firm, Credent Wealth Management.

The focus of his business historically was built upon financial life planning, and he still uses a lot of those tools and that education in his work with clients today. Money for most people is very emotional and there are a lot of behavioral finance issues that continually surface. Those years of experience on the other side of the business, combined with mentorship and education allow Brad to have deeper relationships with his clients. It may be uncomfortable at times, but it’s not unusual for tears to be shed at some point during the relationship. The realization of his client’s goals (i.e., retirement, philanthropy, second home, etc.) is the reward for serving in their best interest.

That early goal from 1994 of finding a wife did come to fruition from his decision. Brad and his wife live in Southern Indiana and have one daughter. He enjoys all things outdoors and spending time at the lake.

NAPFA Start Date

July 17, 2023


This Office

4350 Brownsboro Rd Ste 110 Louisville, KY 40207-1681 Phone: (502) 589-1772